From military leadership to modern B2B success:
6sense SVP Andy Champion on why early engagement and AI-driven targeting drive 84% win rates
Produced by:
From military leadership to modern B2B success:
6sense SVP Andy Champion on why early engagement and AI-driven targeting drive 84% win rates
Produced by:
Andy Champion
SVP International Sales at 6sense
Today B2B buying groups are larger than ever, yet vendors get just 17% of their time during evaluation. With data showing that first-to-engage vendors win 84% of deals, sales leaders face an urgent imperative to engage earlier and more strategically. In this interview, Andy Champion, Senior Vice President of International Sales at 6sense, draws on his journey from British military officer to sales leadership to reveal how modern sales teams can transform their approach. Through AI-driven targeting that delivers up to 15x higher meeting conversion rates combined with a focus on human connection, Andy explains how to win in today's complex buying environment.
Listen to the episode in the Enterprise Thought Leadership podcast, powered by TechPros.io
How has B2B buying behaviour evolved, and what does this mean for sales teams?
The data paints a clear picture of how dramatically things have changed. On average, 69% of the buying cycle is complete before first contact with any vendor. The buying group is spending less than 17% of its time actively engaged with vendors—and that’s vendors plural, not a single vendor. This compressed engagement window, combined with buying groups that now average 10-13 people, creates new imperatives for sales teams. Getting in early and targeting accounts based on real intent data is essential. With tools that can identify buying signals, sales teams aren’t just guessing; they’re engaging with precision when it matters most. Blindly calling through lists is no longer viable, as only 3-5% of your total addressable market is actively in-market at any given time.
What role does technology play in identifying and engaging the right accounts?
Modern sales teams achieve dramatically better results when they leverage AI and intent data to focus their efforts on in-market accounts. Our data shows that BDRs are 12 to 15 times more likely to book a meeting when they target accounts displaying relevant intent signals from 6sense. It’s not just about identifying who is in-market but understanding what topics are of interest to them. This insight allows us to lead with the most relevant aspects of our value proposition, personalising the conversation to what matters most. Gone are the days of relying on chance—we have technology that highlights the 5-10 accounts showing genuine buying signals, making our approach both strategic and scalable.
How should sales teams approach building relationships across large buying groups?
Today’s buying groups are typically between 10-13 people, which makes identifying the key players early essential. With tools like 6sense’s insights, we can see exactly who those decision-makers are and what matters to them. This means when we engage, it’s a targeted conversation from the start, helping us build trust and position ourselves as advisors, not just vendors. We’ve seen time and again that building consensus early is one of the key ways to succeed in today’s sales environment. Multi-threading - engaging multiple stakeholders - helps us understand the dynamics of decision-making within these groups. But ultimately, this approach needs a foundation of trust, which we build by bringing new perspectives and insights that stakeholders may not have considered. In doing so, we’re not only supporting their goals but also establishing strong rapport across all influential roles, including those like the CFO and CIO, who are increasingly involved in investment decisions.
What’s the key to successful sales and marketing alignment?
True alignment goes beyond shared KPIs; it’s about establishing a shared vision and common language. When sales and marketing operate from the same data and insights, they can build awareness and engage accounts as soon as buying intent spikes. Shared reporting and transparent conversations, ideally sponsored by a strong executive leader, make a big difference. When teams are aligned around objective measures, like the 69% of the buyer journey that happens before sales engagement, both sales and marketing can focus on the right timing and messages, making each touchpoint more impactful.
How are AI and automation changing the role of sales professionals?
Rather than replacing the human touch, AI frees up sales professionals to focus on high-value interactions. The smartest investments in AI and machine learning aren’t about removing people from the process but about enabling them to engage meaningfully. For example, automation can handle repetitive tasks, like routine email cadences, allowing salespeople to focus on the right moments for deeper engagement. This technology has proven its impact on organisations, creating competitive advantages and enhancing the overall experience for both employees and customers.
What advice would you give sales professionals looking to succeed in today’s environment?
Success in today’s environment requires a mindset shift. It’s vital to recognise that what worked in the past may not set you up for the future. Being open to change—whether it’s adapting to shifts in buyer behaviour or embracing new technologies—is essential. The value of using AI and machine learning isn’t just in driving better outcomes; it’s also in enhancing the experience for everyone involved. By focusing on high-value interactions and letting technology handle the rest, sales professionals can deliver remarkable results for their customers and colleagues.
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense. 6sense are changing the world of marketing, one customer advocacy programme at a time. Ready to transform your business?
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