Recent Discussions

Hi all, We've been chatting a lot about this year's BDR research — dare I say the most interesting year yet. It's wildly important that we take a step back and look at where we're going with AI: so much potential, but also plenty of potential to just pump out more of the same, faster. Our head of research @Kerry sat down…

ABM is changing fast…and Forrester wants to hear from the people shaping it. My colleague Nora Conklin, Principal Analyst at Forrester, is spearheading our 2026 State of ABM Survey to understand how B2B organizations are evolving their account-based strategies, programs, teams, technology, measurement, and priorities.…

Hey AI Email neighbors 👋 I just wrapped a story I have to share here, because it tackles a tension I know a lot of you live with: how do you scale outreach with AI Email without it feeling like a robot took over? Meet Group-IB. Global cybersecurity company, selling into CISOs and government buyers, where trust is…

As organizations mature their go-to-market strategy, identifying target accounts and capturing buying signals are no longer enough. Most teams can answer who they should target and which accounts are showing buying activity. The challenge is translating that insight into coordinated action. The Operationalize Signal-Driven…

An example of the results you will receive when you complete the maturity model assessment. Connect with your CSM to complete the assessment and schedule a review of the results.

Know the moment. Act on it. Today, most go-to-market teams have more data and more signals than ever, but still struggle to know when to act on any of it. Firmographic and technographic data tell you who an account is. Buyer intent tells you what an account is researching. But buying signals tied to a time-sensitive moment…

We're looking for a Senior ABM Manager to build and scale the account-based programs that win and grow Superhuman's most strategic enterprise accounts. You'll own everything from hyper-personalized 1:1 plays for our top named accounts to scalable 1:few cluster programs across key verticals and segments, working…

The replay from today's webinar session, BDRs Have Everything They Need. The Problem Is What Happens Next, is now available! Watch it here. ICYMI: Ninety percent of BDRs have access to tools that identify in-market accounts. But only 2% of organizations let those signals determine which accounts actually get worked. That…

In a typical 10-to-12-month B2B buying journey, 6 to 8 months are spent in what we call the Selection Phase: a period of silent, anonymous deliberation in which buying teams shortlist and rank vendors before ever speaking to sellers. Almost all of that activity is invisible to teams that aren't tracking anonymous signals…

I've been posting a bit about our video series called Statistically Speaking — a labor of love from the research team at 6sense. Ever since day one of this job, we've been committed to producing objective, thorough research. It's kind of in our blood — or at least how we were taught. That means crossing t's and dotting i's…

Update: 6sense Sales Intelligence Free Plan Discontinued On August 12, 2026, 6sense discontinued the Sales Intelligence Free Plan. Free plan accounts are no longer accessible. Active 6sense Sales Intelligence subscriptions were not affected by this change and continue to operate as normal. If you previously used only a…

Our AI-Driven GTM research is out. While some of the findings aren't entirely surprising (when we ran this study in 2023, teams were already over-indexed on identified, individual signals of buying intent), what's changed is the urgency. Every organization we surveyed (literally 100%) is now using AI for GTM, and it's…

Happy Day 2 of BDR Appreciation Week! Continuing to share findings from year 5 of our BDR research — this one connects to what I shared yesterday about account prioritization tools and performance targets. "Wrong timing" is the #1 reason prospects tell BDRs no. But how often reps hear it depends a lot on how their…

Happy Day 3 of BDR Appreciation Week! Back with more from this year's BDR research: 91% of BDRs say they multi-thread into accounts — and that number has been statistically similar for the past few years. So multithreading itself might not be what separates teams anymore, but what happens within it does. Reaching two…

Hi all, Yesterday we teased the release of our new framework Folklore Debt. We're really excited to be sharing it with you today. Like technical debt, folklore debt accumulates when the stories that once drove success outlive the conditions that made them true — quietly shaping decisions long after they should have been…

We have a new report out today — AI-Driven GTM: How B2B Teams Find, Prioritize, & Engage Buyers. We surveyed 427 B2B practitioners on how they identify and engage buyers, and specifically on how AI has entered that process. What we found is that AI has moved in everywhere but changed very little about the underlying…

@Kerry and I started our annual BDR study in 2021. That year, and every year since, how supported BDRs feel has been the strongest predictor of their performance. This year, BDRs who agree or strongly agree that they feel supported achieve an average of 100% quota attainment, compared to 77% among those who somewhat agree…

Hi everyone! In one week, our head of research @Kerry and MarketOne International's VP, CRO Mike Turcotte are leading a webinar on this year's BDR research. It was a productive year of research into the BDR function. As the headline suggests, BDRs are well-equipped — 90% have access to signal tools — but those tools aren't…

Last week, we shared the release of our new research — AI-Driven Go-to-Market: How B2B Go-to-Market Teams Find, Prioritize, and Engage Buyers. Every organization we surveyed uses AI for GTM, but only 1 in 3 rely on predictive models to do it. The rest are running rules-based logic (or a combination of rules and models)…

A lot of benchmarks and "boom" stats that we come across report descriptive statistics — averages, usage rates, etc. They describe what was found in a sample, and they're genuinely useful for communicating what a data set shows (we use them all the time!). But descriptive stats summarize the data you collected, not whether…