Latane Conant always says it is her job to create a movement, and if you aren’t focusing on that movement, you really are not doing your job. Latane is the Chief Market Officer at 6sense. And yes, you read that right…Market officer. On this episode of Marketing Trends, Latane details why she felt it was time to drop the i-n-g from her title, the importance of the subtle change, and why it matters. Plus, she explains why it’s time to throw MQLs out the window and what the deal is with demand generation.

Main Takeaways

• Time to Throw those MQLs Out the Window: Instead of going down the usual path of using MQLs to measure your business, focus on the customer experience and prioritizing your current accounts.
• Taking the I-N-G out of Marketing: When you think about the word marketing, the root word is market. Focus on what is going on in your market and start thinking first how you can improve your in-market numbers.
• Demand Generating..what?: Once you shift to the notion that MQLs are not worth the time, you are no longer demand generating. Instead, what you begin to notice is you’re capturing demand and then you are engaging with your customers on a more regular basis.

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