Executive Spotlight · May 2026
The Operator Who Killed Cold Calls
For three decades, B2B revenue ran on volume — more emails, more calls, more cold pitches. Latane Conant wrote the book that said quit doing all of it. Then she ran a company that proved her right.
CRO · #10 Trending
Latane Conant
Chief Revenue Officer · 6sense · Author, "No Forms No Spam No Cold Calls"
Latane Conant is the rare CRO who became the public face of a category. Her book — No Forms No Spam No Cold Calls — was not a marketing exercise. It was a thesis. The premise: traditional outbound is dying because buyers do their own research, ignore generic outreach, and reward sellers who already know what they need. The job of the modern revenue org, she argued, is to be in front of the right account at the right moment — not to interrupt the wrong account at the wrong one. The book sold. The category followed.
As CRO of 6sense, Conant turned that thesis into a revenue motion. The company uses AI and intent data to identify which accounts are actually in-market, then orchestrates the full-funnel response — marketing, sales, customer success — around those signals. What used to be three disconnected teams running on guesswork became one team running on data. 6sense scaled past $250M ARR in private growth, with Conant leading the GTM motion through hyper-growth and category-creation simultaneously. The model she built at 6sense became the playbook thousands of B2B teams now copy.
What separates Conant from the typical CRO archetype is voice. She is operator-first and unapologetically public — speaking at SaaStr, headlining Pavilion events, posting daily to LinkedIn about the realities of running a modern revenue org. She names the dysfunction other CROs paper over: bloated SDR teams running spam at scale, marketing chasing MQLs that never convert, sales leaders ignoring the data their own systems produce. The Executive Review highlights her this month because the operators who change how an industry sells deserve a seat in the conversation alongside the executives whose org charts rely on their thinking.
Conant's Playbook — The 6sense GTM Motion
Intent Beats Volume
Identify the 5% of accounts in-market. Ignore the 95% that aren't. Stop selling to a list — start selling to a signal.
Account Orchestration
Marketing, sales, and CS run the same play on the same account at the same time. The handoff is the bug — the orchestration is the fix.
Kill The Form
Forms are friction. The buyer who fills out a form has already self-diagnosed — most won't. Reach the un-filled buyer through intent data instead.
Operator-First Leadership
The CROs who scale are the ones still doing the reps' work alongside them — talking to customers, running plays, naming dysfunction.
"The best revenue orgs don't have more people. They have better signal. If you know which 5% of accounts are in-market this quarter, your team doesn't need to do more — they need to do the right thing." — Latane Conant
