ABM StrategyNews

6sense Helps Marketers Manage Their Pipeline By Buying-Out B2B AI-Powered Solution Fortella

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TLDR:

6sense has recently acquired Fortella. The move allows B2B marketers more granular control over their pipeline through planning, forecasting and measurement of it. In other words, 6sense now has a 360° view of the customer and they’re able to prioritize getting the most from their revenue, not overthinking process. The CMO of 6sense said that since a board of directors cares more about driving predictable pipeline, and that’s exactly what this deal does.

Account engagement and orchestration platform, 6sense, has announced that it has acquired Fortella, an AI-powered pipeline intelligence platform. The acquisition enables marketers to have more granular control over their pipeline—specifically though the planning, measurement, and forecasting of it. 

According to the online marketing technology publication, MarTech Series:

According to the VP of Partnerships at RollWorks, Mike Stocker, ABM is important, but the data that enables high-powered ABM strategies needs to be of a high-caliber, too. In particular, he commented in a statement saying that:

“The addition of Fortella positions 6sense to build on its already robust suite of account engagement tools to deliver the most intelligent and comprehensive RevTech offering. 6sense customers will now have one integrated solution to plan goals, uncover demand, prioritize effort, engage accounts and buying teams, measure impact, and forecast pipeline creating a 360-degree feedback loop to optimize for growth.”

There are a few notable aspects about this arrangement, including:

  • 6sense and Fortella go through data silos to bring together revenue teams’ goals based on a centralized methodology.
  • Working backwards from those revenue goals, Fortella’s AI-driven capabilities allow 6sense to plan and predict revenue.
  • Fortella ends gaps in marketers’ pipelines by advising 6sense which behaviors are impactful.

The CMO of 6sense, Latane Conant, said that a company’s board of directors is apathetic about what marketing is doing so long as they generate pipeline. And given that, with this new deal in the works, it’s precisely what they end up getting: measurement and planing capabilities to be proud of. 

Co-Founder and CEO of Fortella, Rahul Sachdev, commented that predicting revenue goals is a lot of guesswork, and with this sale, B2B marketers no longer have to guess and check.

Another Co-Founder and Chairman of Fortella, Nimish Mehta, told MarTech Series:

“The combination of 6sense and Fortella removes the uncertainty from these critical pipeline planning and forecasting functions to continue fueling the RevTech Revolution.” 

Original article from MarTech Series on 31 August 2021. 

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