Rethinking B2B: A Customer-First Playbook for the ABM Era

Rethinking B2B: A Customer-First Playbook for the ABM Era

In her book, 'No Forms, No Spam, No Cold Calls', Latane Conant, CRO of 6sense, makes a bold claim: business as usual in B2B sales and marketing is no longer delivering returns.

Instead, she invites us to step onto a new track: one where success isn’t measured only by leads or ROI, but by the quality of the customer experience, a thought which I can truly resonate with. 

>>  For the first time in history, marketers and sales leaders have super-deep insight into buyer intent and behavior. Yet the real challenge isn’t how much data we have, but how we use it. Latane argues that technology and AI should serve a higher purpose: to make the buying journey smoother, smarter, and more empowering for the customer.

>> That means moving away from funnels gated by forms (which buyers dislike), and toward experiences that meet decision-makers where they are. Even in what 6sense calls the “Dark Funnel”, where buyers research anonymously until they’re ready to engage.

The 6sense ABM Framework

Latane offers a practical roadmap that turns vision into execution:

1. Align on a revenue operating model

2. Identify weak spots (“find the red”)

3. Design your GTM plan

4. Execute with the 5-step ABM formula:

   • Select accounts

   • Gather insights

   • Engage effectively

   • Collaborate with sales

   • Track meaningful outcomes

5. Communicate & repeat

New & Updated Content

Compared to a previously published edition, the latest version of the book offers more insights. 

Updated Chapter: Chapter 3, “Building the Customer-First Tech Stack,” has been expanded with additional insights on the latest data and technology reshaping customer experience and driving revenue team success.

New Chapter: “The Modern Sales Organization,” authored by Mark Ebert, 6sense’s Senior Vice President of Global Sales. This chapter dives deep into modern selling principles designed to build effective, winning, and happy sales teams.

Summary

What makes this book stand out is its mindset shift: ABM isn’t about pushing harder. It’s about making it easier for buyers to buy.  And in doing so, sales and marketing performance naturally rise.

If you’re serious about ABM, this book is more than theory. It’s a practical field guide backed by data, process, and real-world examples. I highly recommend it to anyone looking to engage buyers in a smarter way. 

Turn ABM theory into measurable results. Talk to Infinityn’s experts about building your Account-Based GTM today.