No Forms. No Spam. No Cold Calls.

CHAPTER 2IT'S TIME FOR CMOS TO PLAY OFFENSE

In Chapter 1, I laid out my case for why it's time for a wholesale re-visioning of how we approach the customer experience. This bold new approach eliminates some of the sales and marketing stalwarts—specifically forms, spam, and cold calls. But more importantly, it treats customers (and future customers) as humans instead of faceless dots in a pipeline.

Meanwhile, I've been traveling the country meeting with groups of CMOs and talking to them about this idea. As I did in the last chapter, I tell these folks about the results they can expect from implementing this customer-centric approach: bigger deals, faster cycle times, increased pipeline, and lower customer acquisition costs. And I make it clear that this isn't just some pipe dream. This is a plan that we've implemented aggressively, and we've seen how effectively it works.

The reaction is always the same: palpable enthusiasm. When people hear about this new way of approaching sales and marketing, they get riled. Heads are nodding. There's a chorus of Uh-huhs and Hell Yeahs whenever I talk about how broken our system is … and lay out my plan for how to change it. When I talk about the successes I've seen at 6sense with this approach, they're champing at the bit to see it work in their own organizations.

What I'm saying is, they are ON BOARD. Like, 100 percent ready to carry the banner of this Brave New Sales and Marketing Order.

Until …

They realize they're going to be the ones ...