The Executive Review

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: 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 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.

What separates Conant from the typical CRO archetype is voice. She is operator-first and unapologetically public — speaking at SaaStr, headlining Pavilion events, naming 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.