Market Makers by 6sense Featured Ilkka Vertanen

I recently participated in the 6sense's Market Makers program on "What Sales REALLY Needs from Marketing in 2025."

Among other topics, we discussed how sales and marketing must collaborate to spot and act on trends. After all, timing is everything if you want to lead a conversation.

To give a few examples of things that are changing in CPaaS industry: Multiple countries are rolling out various kinds of SenderID protections for SMS, Meta is changing rules on WhatsApp and opening up the platform, plus RCS channel is growing and enabling new business opportunities to our customers.

How does marketing catch what is on our customers' minds in a changing environment like ours? How can sales and marketing stay in sync?

I believe marketing should shadow sales meetings. Hearing customers explain problems in their own words beats getting the second-hand or even AI-summarised version 100-0.

What Sales REALLY needs from Marketing in 2024 - Ilkka Vertanen - 6Sense: Market view - Beyond MQLs: Reframing success in B2B marketing

Check out the full interview here.