#CMO #ChiefMarketingOfficer #CRO #ABM #V2MOM What’s “modern” about selling today? Mike Weir, Chief Revenue Officer (CRO) at G2, and Latané Conant, CMO at 6sense, talk: -What “modern” means in marketing and for a CRO -How marketing and sales – and CROs and CMOs – should work together -Qualified accounts vs. qualified leads in account-based marketing (ABM) -Defining in-market accounts with intent data -The buyer journey and the importance of marketing in getting in early -Planning out a business revenue strategy and V2MOM (Vision, Values, Methods, Obstacles, and Measures) ======== Sneak preview: Latané Conant: Like it or not, in a post-COVID world, we all have to be modern sellers, right? Mike Weir: It is incredibly modern today. You’ve got to engage differently, you got to think about psychology differently, you got to build relationships differently. Latané Conant: Obviously you're doing a great job of it because of the award, but what's the formula for someone who wants to be more modern? Mike Weir: For us, it's really understanding in a dual sided marketplace, how are buyers adapting? How are they engaging differently? How are they learning differently? And we have to adapt with them. And then on the seller side of the house, working with clients, we have to consult and we have to be a lot more advice-oriented to make sure that folks understand how the buying dynamic has changed. More than ever, you got to be very dialed into what's going on in the marketplace, how buyers are changing and how marketers and sellers have to adapt to that same process.