Connecting Leads to Opportunities is Key to ABM Alignment with Kerry Cunningham, Research & Thought Leadership at 6sense
Kerry is former VP, Principal Analyst at Forrester and now leads Research and Thought Leadership at 6sense. 6sense is an Revenue AI platform that helps revenue teams identify and close more opportunities by putting the power of AI, big data, and machine learning behind every member of the B2B revenue team.
Kerry brings over twenty-five years of experience in B2B, spanning a broad array of industries and markets. As an analyst at SiriusDecisions and Forrester, he authored and co-authored a wide range of key models and frameworks, including the Modern B2B Revenue Waterfall.
In this episode of the OpsStars Podcast, Kerry Cunningham, Researcher and Thought Leader at 6sense and former VP, Principal Analyst at Forrester, joins Rachael to discuss the future of B2B Marketing and Sales including why now is the time to move past MQLs as a measurement of success and how to better leverage Opportunities to support buying groups.