The Pavilion Podcast
The Pavilion Podcast

Episode · 1 year ago

Bonus Ep: Why The Future of Marketing is No Cold Calls and No Spam with Latane Conant, CMO of 6sense

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Why The Future of Marketing is No Cold Calls and No Spam with Latane Conant, CMO of 6sense

Everybody is Sam Jacob's, welcome tothe revenue collective podcast today on the show. We've got a bonus episode foryou. We've got an interview with Latini Cona who's, a chief marketing officerat an incredible company called six cents, and she actually just wrote abook and that's what we're going to be talking about. The books called noforms. No Spam, no cold calls the next generation of Accountbay sales andmarketing, it's a great conversation, and it really exemplifies a lot of theideas that latiny and t e. The company succens have been preaching all about.How do you? How do you change the buyer experience? How do you change theprospect experience given the tools and technology that we have now? So it's agreat conversation Latini's a fantastic reveneclect, a member one of thecoheads of our Chicago chapter and and a great colleague and friend. So it's areally good conversation. Now before we get there. We want to thank our sponsor.responsors gone the number one revenue, intelligence platform for remote salesand Gong and revenue collective, are thrilled to announce a newstrategicpartnership or bringing you the best events. Content. Research and thespaces to engage with your peers, Gong and sponsoring the revene collectepocast this month, they've got celebrate, lives til. Anotherincredible, live virtual event that we're superexcited about sodomisoutstay up to date on the letos collaborations at Gongdot io forward,slash RC, now without further do: Let's listen to my conversation withLatiniconen Tay everybody, it's Sam, Jacob's, guesthost on the revenue, collective podcast and I'm your guest today to bring youan interview with one of my favorite people in the world, her name'sLatnicona. She is a chief marketing officer at an incredible company calledsix CENCH, which has been a fantastic partner of revenue, collective and sheas hosted webanours and talked at length about the new way that people should go tomarket. Let me give you her bio and then we're going to talk, because allof that, all of that work, all of that presentation, education, informationthat she has presented out to the global community and her marketing teamhas, on behalf of six ente, has culminated in a book that she's writtencalled project bald moves. So we're going to be talking about that book.But first let me give you her official bio, I'm reading this sals accountingand consulting don't make up your typical see a Mo background. TheLATNICONA is not your typical Cemo Latini thrives on variety challengesand working with wicked smart people creating winning go to marketstrategies effectively driving change internally and externally, incubating ainnovation rocking a sales pitch relentlessly watching the numbers andmotivating a global team is her perfect typical day at the office, Latiny wasinstrumental in alining sales and marketing in her previous position,ofsimof Aperio, resulting in five times more effective fieldmor marketingprograms in a three hundred percent increase in nbanlids. Now as Co, Sixenslatnium powers, revenue teams to compete and win in the age of accountbasebuying through six senseos solution, allowing them to uncover prioritize andengage with demand by uniting one common AI powered platform. This allowsthem to know everything they need to know and do anything they need to doultimately generating forty percent. More opportunities closing deals twotimes faster and winning twice as often latiny welcome to the show Sam. We gotashort in that Byo shut w I'm reading what you're? I'm readingwhat your team sent me. This is what I read. You know I'm trying to make sure it's a lot. It's nine hundred years old, I could have just said she's, to see H.I couldhave stopped, but then you know you have a team of people. Thatwuld getvery mad at me. If I, if I did it too short, so all right, how are youI'mawesome it's summer in Chicago to I thot as a o, no be on them you're, an hour and fifteen from thelake you just youre, going water skiing every weekend, it's it's! A BeautifulLife. Yeah live in the dream. Basically IT'S AWESOME! Well, I'm excited thatyou're living the dream you deserve it. I want to talk today we're going totalk about this book that you wrote. Project bold moves, so I mean let's,let's well, first of all for anybody...

...that doesn't I mean I just read thebackground but like let's give you an opportunity to give the elevator pitchyou Hav a chief market officer, an six cents. What is six cents? What do theydo? What do you do tell us about yourself? First and then we'll get intothe book. Okay sounds good, so yes, I'm the chief market officer at six cents,not marketing, and that's there's a reason for that. But we can talk aboutthat, maybe on a different podcast or if we have time at the end and sixcents is an account engagement platform actually just named a leader at twotimes times, leader for predictive, analytics N as well as Abim platformsby forester alsome. I know I know it's we're very blessed. We've been droppinga lot of product and it's paying off, but basically what we do is I and Sam.You know it wouldn't be a codcast with me if I didn't mention the dark funnel,because it's real, it's horrible and I have nightmares about the dark.Funnel enmarketing is worwell. You Shay. Let me marketers and sellers need tohave nightmares about the dark botels, where all the action is happening. It'swhere buyers are doing all their research is where they're blowing offyour emails and your calls as where they're probably talking to yourcompetitor and not you potentially or maybe they're, even on your website,and you don't know it and it's really hard to understand, buying behavior inthe dark funnel and so what we do is we essentially bring together all of thisdata, anonymous data, known data, and we tell you exactly who is in marketright now for what you do, which is pretty freaking phenomenal. If youthink about you, know M my thirteen thousand word bio um coming from sales, like timing, iseverything Greaht, so you want to know where people are in their journey andmarketing needs to understand this so that we can engage accounts with adsand wevonars and pod cast and all the things that we do to make sure thatwe're being is efficient and effective as possible, and so what's really coolabout six sences, a lot of people in order to do what we do. You'd have toprobably buy seven or eight little point solutions to do it and we bringit together for marketers and sellers in one platform. So that's a little bitabout us awesome and, let's hear about you at again, Iwan we couldave spend most of the time talking about the book, but so you'reat Perio tellus. You know where you're from where you grow up, how Jou end upin Chicago all that stuff really quickly. So I yeah, I am from a company called Apperia, whichwas a very large global, consulting company, but we were a little bitdifferent in that we were technology, enabled services and really helpedpeople, reimagine theyar customer experiences and their employeeexperiences using cloud technology, and so I was there for almost a decade feels like- and Iactually was in sales and that's how I I ended up in marketing, because we hada gap on the on the team and the CEO asked me to come over nd and help outND. It was interesting, he said, O W. I don't think you'll ever be our sm O'cause. You don't have the background and you don't go to school for this andyou're kind of a spazso some. So we really sold me hard on the move, but Idid it anyway, and you know kind of one of those things. Don't tellme what I can't do: Instrik donstray so ano. The rest is history? Well, angood history. It is all right. So let's...

...talk about this book. It's calledproject. Bold moves. No, what's it call? It's called no forms. No Spam, no coldcalls the Nemeneration of account based marketing and selling. OhI'm sorry for referencing t his prod. Okay. The reason that you're talking aboutthat is the original project. Why I decided to write the book? Was aproject called pomos Oka toll us about that? So what happened am was I came to sixcents from Operio and Um? I was at of Perioo a long time and I had a lot ofstreet cred 'cause. You know you work your way up in an organization and Icame to six cents and you K Ow, there's just there's seven thousand more tectools. Did you know that Idid Notm, so there's just tons of ofdifferent things, and I didn't know all the seven thousandlittle tools that existed and um I started to feel really like. I wasout gunned. Thand thit made a huge mistake and so ias freaking out and myyou know, crying and my husband's like well just focus on your strenggs andI'm like I don't Knowe Trings tro and then I was like wait a second Iyou know I I came from this company and we really devoted ourselves to like, Isaid, customer experience and employee experience and I believe in that Ibelieve that's what makes customers successful and there's actually thisgreat report, it's a little old that forester put out about the age of thecustomer and- and you know whether you read that report or the hundreds otherson customer experience and how that companies that focus on that profit andgrow kind- a is what it is and I said: Well I really know that. So let me lookat this Martec landscape and all theselittle tools and APS and and even marketing automation. You know theclassic market on Automation and put my customer experience. Employ experiencehad on and apply that, and when I did that I had this realreal ground shaking moment where I realized that, at you know, B to be marketers andsellers for the most part treat prospects like dirt and that sort ofhow we're set up we're really not set up to lean in andcare about. Their experience, we're set up to you know, try to get their email,so we can spam 'em and if you think about the way you goto buy Sam, if, if you went to go by something, you would do, research right,you'd want to understand what what you were buying while you ere buying itwhat the reviews were and what it was. The first move we make. Is we put upaform to try? You know 'cause, we don't wantyou to learn. So stop that. So that's the first kind of move, I think, isridiculous. Then the second thing we do is we get your email and we just carpeton you with emails, three hundred billion emails a day get set which isinsane there's whole laws. Now, 'cause we've gone so Kuku bananas with emailand then you know we passed. These quate unquote leads to sales who looksat hem Wi h, like their total junk and they've got this crappy cold territory.They don't know who's in market and they've got to go, make cold calls andno one likes a cocall. So all the technology has been designed tolike speed up these. I think bad practices, and so I said you know thisis kind of interesting. What if we said, I pulled my team together and I said...

...what, if we went all in on insights andbig data, and we tried to really use every signal that we have about aprospect who is a future customer and we use technology s just lean in andcreate the absolute best experience that we can and the experience ourvalues when we think about the experience we want to create is: let'stry to design a process with no forms, no SPAAM and no cotcals, and so thatwas the project right. So so it was glash July sa that's going to be ourproject. This is going to be our mission and it'd be really cool. If weall wrote about it along the way, because I'm sure it'll be aninteresting ride, we'll probably screw some things up. Maybe we'll dosomethings right and I bet people would be interested in in learning how we dowith this. so that was the premise. It didn'texactly play out that way M in terms of the writing, but but that's okay. We vstill got the book over the wine and that's that's the story that that it'sabout- and it's been pretty crazy, but it has beensuccessful and I'm excited for the book to come out and really share thisblueprint with Beetabe marketing teams and selling teams about how to reallyrethink and put prospects in the center of the experience. So if you want to dothat, you want to put prospects at the center what Othe, without making it. You know, like thewhole thing, an add for six cents. But what do you do to put the prospect ofthe center? How do you? How do you eliminate you know, forms and coldcalls and spam and take away all of these tools that have been part of theArsenal? What do you think the steps are to get started step one get a blow torch and torch, your Mtu Rport just blow thewhole thing up, that' step one and that's the step thatprobably freaks everyone out the that freaks people out that freaks Yo glad Iknow so so to Mei. She really don't have to do that. If you want to keeptracking empty wells, you can. But the first thing Ti, like leaning in to thisapproach, is realizing that it's okay to not value and dells and in favor ofvaluing things like andcount engagement and Singo Count Engagement, whichbecomes a proxy for pipewline revenue. Figur deals, fasterclothes times, better clote rates, and so so it's it's a little B T of a leavof faith at first, which is why I wanted to write the book to be able toprove how it works, but the whole reason that it's so important, too kindof rethink. That mql is what I want you to do and what we've done is Um and itdoes go back to the dark, funneland TN. We can have a drinking game. You wantto drink every time I say dark sure, amy, eyces, coffee in front of me, highly coffinated by Nexon minutes,yeah, really like jumping through the microphone. So you know when you douncover your dark funnel and now it's not a big hairball that you're justhoping to catch. You know you're, throwing a net out around this hairballand hoping that you catch a shoe and a can and a tire, and maybe a fish. Whenyou uncover the dark Finnel, then what you see is you see, accouns lit up,meaning that they're interested and you see how interested they are, and youunderstand exactly where they are in their buying journey. In addition tothat, you see who on the buying team is engaged, so you can start to understand.You know who are the Keypersonas that...

...are engaging with us? Who are thekeepers OTAS that need to be engaged? You can start to understand keywordslike what I: What does this head of sales, who we sell to care about? Okay,they're, researching prediceanalinic Gosh, maybe they're worried aboutforecasting accuracy. For example, you can start to see all this rich information and,ultimately, when you put that together, it allows sales and marketing teams tofocus on adding value through every single step of the buying journey. andDo you h just help people understand thetechnology behind it, whal you're, talking about when you talk about thedark funnel and the ability to do all of this to generate all of thisawarenesses. Essentially, I guess it's cookies or pixels that you're droppingonto people's browsers, coupled with thirdparty data access that you have through a publisher network, walk us through alittle bit of the underpinning, so people just feel comfortable with it sure so Um. So essentially what what you want tolook for to be able to do. This is the first thing is you have your owndata and it's probably okay. Only thirteen percent of sales of marketershave confidence in their data, but it's better than nothing. So we want tobring all your first party data to the table and be able to look at buyingpatterns. So what what has happened typically before an opportunity, hisopened. We also look at like, for example, website activity and mostpeople don't know who's on their website, and so we can put a tag onyour website and then we can start to see you know who's consuming content.What content they're consuming, where they're going pages visits chats to behad all of that good, rich data without them filling out of fork, you can startto understand and then the other thing is. You know they're not always goingto be doing research on your website. I wish they were Ra. Don't we wish, butthey're going to be doing other research Um? We you know what you wantis one who has a really broad intent network of like exactly what is had beto be publishing sites that they can start to scrape that understand, keywords andthen marry those peords back to an account and that's kind of the TR.That's actually, honestly, the most tricky part is this: This concept ofaccount identification. So it's being able to take all of this signal,anonymous and known across all of these different properties: First Property,second property and third and marry that back to an account and differentpeople. do it different ways the best I always advise people to test? How wella solution can do this for you, because the difference in percentage points ofthe ability to account identify accounts is success or failure on likea ton of different friends. It's success or failure in terms of notmissing opportunities right, every percentage that you don't match, you'regoing to maybe miss an account who's in market or researching your competitoror on your website. When you think about advertising- and you know-marketers spend millions of dollars advertising and targeting, and it's notabout the ad network, it's about making sure that the ads get served to theright accounts and that you can match an identify count so tons of waste forevery percentage. Point that someone can't match and then last, butcertainly not least, one of the things that we talk. A lot about in the bookis personalization and not personalizing. For like a parlor tricklike yea, we went to the same college, Imean it's pretty cool. We did, I must say, we're from the same home town, that'salottl, part of personization, so I mean that's pretty cool and all, but weknow each other. So now that's cool. You know...

...wh when you're doing outrage and youare Um trying to connect with a buyer, rourfirst priorities to add value based on what we know they care about, and soyou know if your account identity is off you're not going to be able to youknow if you can't match the account. If you can't match the persona, you can'tmatch the keyword they care about. All of a sudden. This notion of puttingtheir experience first gets harder and harder and you're kindof back to thefors pan and cold colse yeah hat's. It's true. You know youmentioned you were joking about it. T torching the MPL report, but I thinkthere are so many marketers out there that have grown up. Thinking that you know theirwork is to get a ton of people to fill out forms and then to rate those filloutsbased on the criteria that they understand and then to deliver a set ofmqls to the sales team that can then hopefully be turned into Pi plan anopportunity. What do you think the problem is with with M tls? The problem with the Amqia is one it isfor a contact or a person, and today indeedto be buying, is not a contact. It's a buying team, and so it only t it'stypically taking into account the research and activity of one personKythat's. The first problem and what you want to be able to do is look atthe entire buying team and every additional member of the buying team.That's doing research. You K, ow! You want to be able to understand that.That's that's the first problem, a lot of times lead scores, do take intoconsideration fit. So that's good! 'CAUSE! You want! You know you want tomake sure that you're passing or you know focused on accounts that are inyour ICP. So that's kind of tablestakes later on, like I said, the activityacross the buying team, that's critical and that's where scoring like leadsguorentifically really falls down. Another aspect of where Leedsgo sporingreally falls down is it requires someone to raise their hand. So when you do that, it feels good,because it's like oh they're ready, they told me that they're ready Samjust filled out my form and wha one of two things I think happens in thisscenario scenario one as you really do just want this new forester wave thatcame out you're just interested you're, assiing you're ready to buy right,you're, just interested in what's going on in the market, and so I am getting a false, positive andpotentially turning you off by watching the Dethraki to email, you and call you right and you're like I just kindawanted to wearn right. So that's scenario, one with the LEEDSCORP Meriotoo, with the lead score is we get so excited about demoquest or contact UShot inboundrate? Oh, my batch hotanbound is coming in. Well guesswhat that means. We ere too late. 'cause, I'm telling you they're notjust getting a demo from you they're getting a demo from five or six otherpeople, and the reality is there's a moment in time. If you look at the waycustomers by right now, there's what we call target and intarget they're under rock they're, not doing any research you, I don't have enough money to marchit to the people in target. So I don't spend any energy on them when they move to awareness, they'reresearching, like their problem, they're, probably not researching,maybe you or your competitivena competitor's name or like specificsolutions, but they're researching more like generic things, like maybe ABM ortipeline generation. Things like that they're trying to they're trying toresearch their problem, then they start researching more like specific keywordsand they want to learn, but they go from. They go pretty quickly from aphase where they want to learn till...

...they to where they want to engage, andthey don't want to necessarily engage with every vendor, but they do want toengage with two or three and that's like that's like a sweet spot, and wewant to be. I want my cellars to be the first people in that pocket, and sothat's why, when I talk about ditching the Mt Lls, it's not to have nothing,I'm saying, rather than focus on an mtuell. Let's focus on this in marketscore, which takes into account accountfit contact, the therelationship of the buying team, recency and frequency of activity, sothat you know that they're actually ready, and so that's like a key leadingindicator. Now, that's still not how I measure myself. It's not like. I gointo a board meeting and I'm like Yeame, give me a pet on the back. I got abunch of the countsin market because it's a leading indicator, an it puts mysails and betrs like in the pocket and the You know Wewere talking aboutsurfing earlier in the barrel of the wave, but that's still not the angle,and so you know it's about kind of looking and an holistically at theprospect to customer lifecypl and understanding where they areunderstanding. Their signal and enturing like marketing is informingand part of that entire licycle. To exactly to your point about measuring'cause. That was sort of one of the questions I had do you believe in thisnew world? Do you think marketers? I guess I have just general. Do youbelieve that marketers should have you know meaningful compensation that isvariable as opposed to SUC US pase salary anyouthink, that variablecompensation? Should it be revenue should it be pipeland generated? Wheredo you want to be measured to your point about you know in markets eleading indicator? It's not the ultimate indicator. Where do you thinkyou want your successor, failure to be determined its always aboutcompensation for you, stam it'it's, about measurement? It's aboutmeasurement. It's not really about compensation. It's about valuedcreation! That's why I'm asking actually, because I don't believe Ithink variable compensation is- is dramatically overemphasized in like theworld. I think- and I also think very specialized complants are dramaticallyoveremphasized and but that's just me, you know, I think that most executivesshould probably just be comped. onlike did we hit the number all of us andthen we should all get. You know twenty percent bonus and if we didn't weshouldn't, but that's me what do you think? Why don't I give you my process andwhat I measure and then I'll talk about top sure can ever but again we canseparate. We can and you can separate com completely, I'm more disinterestedin how do you if you want to go into the boardroom and tound your chest andsay I fucking kicked ass. What number do you want to point to, but yes, sogive me your process? Okay, so, first of all I think remember at thebeginning, when I talked about like it's, not a chief marketing officer,it's a chief market officer that is to me an important dealinggonbecause marketing signals. I made fifty five blocks and I got a bunch of mplsand I Aveda to the website. And then I wrote a press release and I dirightand well. We do all of that Shit. Believeme and then some. I think that the seat at the table that people wantfilled is someone who understands the market and brings the perspective ofthe market, and so, when I you know present to the board, my firstfew slides have nothing to do with my funnel nothing to do with conversions.It's always here's what's happening in our market.Here's our position in our market, here's where I think we need to be andwhy you know it's always like a market...

...update, and I think that that's a pretty important distinctionfor like in the difference between like a marketing, VP or head of demanden anda SMO, and so this is a little bit of a side Bar, butI think it's important because then all of a sudden, you're, elevated andyou're, not just talking about mkls that then the next thing that I go intois Um. You know I have I'm lucky in that a gentleman came from a perio and Iworked with before and he's in revenue ox, and so we have this revenueoperating model that we've built over two companies in too many years, andyou know we're able to see basically where what I call the red is. So youknow, together with the CS leader and the head of sales, we put together ourrevinue operating model. What are we in assume how much arewe gon to do inUpselles Hat? What's our renewal rate's going to be what our average deal size?What's our cycle time wit windrapes, there's like seven or eight keyconversion, points that we make assumptions on, and that is what I must maniically look at,because the reality is a couple points here or there on on something like awin rate or a Criti conversion is going to have a lot more impact down the lineon revenue than five or six more MT wells. So, yes, I am at the top enresponsible for moving accounts from awareness and consideration, movingthem into market progressing them and getting them to what we call stage twowhich is Qu, which is qualified pipeline. So that is my goal. THAT'S MYDASH BOAR! That's how mine compensated. That's how my team is compensated, butultimately, what I'm looking at is that entire cycle and all of thoseassumptions Becai know if one goes sideways. Marketing has a tremendous ability to impact it for the positive, and so Icall that finding the red- and so am I when I build our calendar and what whatwe put in market every quarter, I'm looking at where we read across thebusiness that we need to put effort for that marketing is going to support, as well as our pipewine targets andthose those things combined. To give me kind of my agenda, and that's when Ireport out to the board is you know here was the agenda that we hadherekirs. We were read and when I wanted to fix it here sow that happenedand hereis kind of the dynomics of our pipeline and how it's doing and the redis sort of emerging from your operating mo saying you know our conversion fromdiscovery to you know. Demo is x percent. We want to improve that to ypercent stuff, like exactly exactly you know, we assumed this average deal sizeand Gosh y. We went we've seen a real uptaken, our commercial segment, whichis great, but our average jeal size is lower. So that means we need to BKLOBLABLA BA ex. You know Yeaso it's more about, I think, unifying like like unifying theexecutive team and understanding having a lot ofclarity on that, so that everyone knows where you're focused and why I love that we've got a few more minutes and I wantto just Wanta. I don't wanttoown a book by the way I was getting back to theknow. It is there's a whole chapter. I I have. Ihave a Templat for the reveue operating model. I have the whole finding the redprocess. I have how you build a go to market plan, so don't worry, I'm Oworr. I have complete an utterconfidence in you and faith its a party of one Um who's, the publisher. Is it Wyleywho who's going to publish this...

...beautiful book? Oh Awesome, okay, lswonderful, and tellus about just a little bit about the process of writing the book. He said itnearly killed you. Why don't do it o? Tell me more, I think I mean Sam. You know me by nowa little bit, but I I don't have a great ability to do things a little bit and one of my favorite things isanything. We're doing is worth overdoing, and so I probably overdid ita little bit, but I just found the for the last six months. It's alwaysbeen there. It's always been in the back of my mind, so whether I you know inameeting at work, I'm withmy team, I'm with my family, I'm with friends. I was always obsessing aboutthe next paragraph, the next chapter, the next framework that I thought Ineeded to put in it and it just never went away, and it almost makes you likerecluse in a weird way, because you're sort of always in your own head withthis hamster running for this project so feel like I'm solike. I just feel elated now that it's done it's almost like a pregnancy, yeah yeah, it's like it is it's likethis obsession you know Um and- and you know I had a full time job,not that the book won't be like awesome for six cente. But you know when you'reon calls and meetings. Writing is a very at least for me. So so I went. Iwas a major in accounting and in the Constoe B'cause I never wantd to writea paper 'cause I sock at ranking so m. So I t really dig deep. Don't worry,I had an editor, so it it won't, be it'll, it's pretty it's okay, but it wasn't an easy thing and for mepersonally, and so I had to like basically hunkher down every weekendand did you write? Do you write on the weekends doevery weekend, both dayscrank, Crak cause, you have a word count a target. No, no! The weird thing is the storywas in there te kin. We wanted to say I knew what Iwanted to say like I wasn't like what am itlike. I knew that, like chapterone needed to be this chapter two, it was just a matter of like getting it right and making itinteresting and you n W. I didn't. I don't want another boring business book,so I had to bring some personality to it and then I think people like tactics,so I also wanted to have a lot of like frameworks and hey here's an examplesoitd be usable. Like that's the kind of book I want and well I yeah. I agreeone hundred percent with you and I think you know we're recording this inJune, but I think we're going to release it in time with the book launchand I think revenue, collective executive members get a free copy. IfI'm not mistaken, they do they do I lecteical I'm excited, hopefully youknow people like it, I'm sure they will I'm sure they willI'n that subject. You know one of the things I'm G I'm going to flip it alittle bit, but it is. It is the revenue collective podcast and we we'vegot a bunch of new members. Many people are joining and I think tha, thecommonpiece of like constructive, slash, Negeta feeback, I'm hearing is there'sjust so much to consume so much to do. Where do I start, and so the question Iwant to ask you, you know towards the end now is you know you've mentionedthat revenue elective has been a positive influence on. You has had apositive impact. How do you use revenue collective as a CMO AT A superhiggrowthcompany? Two kids writing a book when you think about if you're, if you werebrand new to this community, how you...

...should take advantage of it. What'syour recommendation to new members, that is a really good question. I thinkyou have to plug in with what makes sense for you and what makes sense foryour life and this Sam. You might not like this. What everything I'm sayinghere, but for me and my life for example, I told you I'm not too intoemail. I have thirty thousand two hundred and fifty seven unread emailsright now, I'm looking at it right now, thats a fromendous number SI'm glad yousend the updates and this and that. But I don't look at those at all, and Idon't even stress about it. Mi Can it's too much! You know a lot of people love thesprint series, but again for me, like I'm pretty much back to back back fromyou know, seven to six every day so where I like love to plug in honestlyis the flack channel and you knowlike I'm watching homeland andI m I fire, and I just sometimes I don't. I just want to see what otherpeople are doing and comment and plug in, and I've got tocall with someone later tonight. WHO's working on some analysts relation stuff-and I said, hey just give me a call later and so to me like just keeping itreally informal and that's a great way to participate, butvery much on your terms, and it can be on the weekends or at night, which isreally when a lot of us have free time and it's just been phenomenal. So that has been great for me. I reallywant to do events again. You know I love throwing parties a to great party,so just Sak this tack. So that's going to be a big way I plug inis you know I wanted to try every great restaurant in Chicago with my re withmy Chicago Revenueclectev chapter. I think that's a great goal to have. It is an admirable wbut. We need avaccine first, but yea. He t os something something yeah. The numbersare going in the wrong direction right now, by the way I'm not offended at allI mean just say you understand it's kind of the point. You know the pointof of flooding the zone so to speak with like emails and slacks and C andEvents and spensaries and podcasts is. Is that everybody's busy and everybodyhas time when they have time, and so I just want to reach people where theyprefer to be reached. There'RSE certain people that love email, there's certainpeople, Thot Love, slack there're certain people. Frankly, they are nevergoing to say a damn thing, but they love the reports that we generate theresearch that we generate through a bench marking survey and so to yourpoint, I'm not offended at all and that's again, that's think people needto just know like wow. I can do all of the things or one of thethings you know you're right and we I'll do a better job of making sure that that's Communnwell,you know whatthat'Si, don't mind that that's alays o a powerful place to beit is it is it's good? Do you give people a gift of high expectations? Well, there you go ladneit's beenawesome having you on the show congrats on the book. So just tell us the titleagain, so we know we can look out for it. No forms no span. No coal calls thenext generation of account base sales and marketing and if they're, not a REVAN, eclectiveexecutive member and they want to purchase the book, will it be onAmazone yeahamazon paper back kindle and pro I an have it onaudible, but II've got to get that recording gunstell. So, Oh, my God, you maybe all readerfor you, you could try to behthat'll, be funny...

...awesome and, if folks whant, to reachout Toyo Right now, you know what's the best way to get in touch if they areI'm sure lots of people are interested in in what you talked about today andmoving away from MPL's moving towards a more prospect friendly strategy and howto instrument a how to build P, how to use frameworks and all of the things inthe books. So let's say they want to talk to the author of the book. Are youopen to that for people listening what'sis the best way to reach out, ofcourse, and you can find me in ranew clectis lack you can email me latinyDotconan at Sixcntstcom, although I kind of said I suckad that Lington and mail lots of ways, lots of wayits,definitely rechout, awesome, latiny thing so much for being on the show,and thanks to six cents in you for your support, your constant and enthusiasticsupporter revenue collective over the years. It's been awesome to get to knowyou better. All right. Talk to you later, Sam, okay, Lt me. Thank you. Ay Folks Hope you enjoy tha greatconversation with Latininconat, really really always love hearing from latinyand so impressed that she wrote this incredible book. The book again iscalled no forms. No Spam, no cold calls the next generation of account FACsales and marketing pick it up at Amazon. It's officially out, I believeJuly. Twenty second, so any day now, but you can download a free chapter ifyou go to six CNTS OT com for lash resources, Ford, slashetp, Ford, slash,no dash forms dash, no dash, no spamdash, no clse just go to six cents,ocom email, Latin Y- if you can't get it, but we're also going to be givingaway free copies of the book. Two revenue olective members so stay on thelookout for that. But we're really excited ever on the show and thanks togoing Gong has been an incredible partner and they are a sponsor for July.Hi, renoglected, codcastl war, so grateful to their support. WE'LL TALKTO EVERYBODY NEXT TIME.

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