No Forms. No Spam. No Cold Calls.: The next generation of account-based sales and marketing

by Latane Conant

No Forms. No Spam. No Cold Calls. is a rallying cry for a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working to deliver breakthrough results.

Every organization wants to predictably grow revenue. The challenge facing sellers and marketers today is that B2B buyers have taken control of the buying journey, making it nearly impossible for business leaders to accurately predict anything, especially revenue growth.




Prospects are being bombarded from all sides with forms, emails, and annoying phone calls as they try to research our solutions. So what do they do? They protect themselves by researching anonymously and not revealing themselves to us until their decision is made. That means that as sellers and marketers, we've lost our opportunity to influence the buying journey-that is, if we're still clinging to the traditional lead-based tools and strategies that we're used to.




It's time for a new paradigm.




Pioneering CMO Latan� Conant delivers a step-by-step guide that will transform the way you think about marketing and selling in the modern age. Often challenging but never dull, No Forms. No Spam. No Cold Calls. delivers uncomfortable truths about the status quo-starting with Latan�'s first breakthrough that our old-school tactics not only treat our future customers like dirt, they also encourage the anonymous buying we're trying to combat. This book challenges sales and marketing leaders to engage customers the right way if you want to achieve predictable revenue growth.




Latan� lays out exactly how to enable your sales and marketing teams to take pride in the customer experience and finally align on how to put your prospects at the center of everything you do. In doing that, you'll learn to uncover customer demand, prioritize which accounts to work, engage the entire customer buying team, and measure real success. With this customer-first approach, you'll be able to confidently take down the forms, stop sending bulk emails, and quit making cold calls-and achieve breakthrough results.

Genres: Business, Nonfiction

277 pages, Kindle Edition

Published July 22, 2020

About the author

As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. As a “recovering software saleswoman” she is keenly focused on leveraging data to ensure marketing programs result in deals, not just leads.

Prior to 6sense, she was the CMO and a sales leader at Appirio. She was instrumental in aligning sales and marketing under a consistent and relevant message – resulting in increased bookings, average deal size, and win rates. Latané is creative, charismatic and competitive. Her high energy, positive attitude, and sense of humor are contagious and it’s hard to find a customer, partner, audience, or employee who doesn’t want to work with her.

Reviews

[Aisling Keogh · Rating 2 out of 5]

It was giving #ad, even tho I am already a customer 🤪 now onto the workbook before I do the test

[Tomasz Maciejewski · Rating 4 out of 5]

I found a few items of interest, but the overall purpose of the book is to sell their software. I haven't used it, so it's hard to judge than some of the promises are actually justified.
A good book, but I wouldn't start building the process of reaching a business client with it.

[Harshal Patil · Rating 2 out of 5]

I read this book 3-4 times because it is challenging and abstracts complex information. A Principal Product Marketing Manager (PMM) at a top tech firm recommended I read it to enhance my marketing strategy consulting. The book explains the possible disconnect between sales and marketing. For instance, while marketing gets leads, sales struggle to convert these leads. It emphasizes the need for sales and marketing to utilize shared data platforms and have a common understanding of who the ideal customers are. It explains account-based marketing. Instead of cold calling, the book suggests calling prospects already in the buying journey, ensuring you reach them at the right time about the right product.
When exploring other Customer Data Platforms (CDPs) like Twilio Segment or mParticle, I noticed they all use third-party data sources. This book also discusses getting third-party data. It suggests identifying the IP addresses of companies interested in your products. I'm uncertain about the feasibility of these strategies in Europe due to GDPR, but I hope my concerns are not relevant.
This book clashes with "Fanatical Prospecting" or "Founding Sales". It sells the idea that you can eliminate cold calls by doing marketing magic.
The book was difficult because it extended beyond my existing marketing knowledge. I have some experience with product-led growth and content marketing strategy, but B2B SaaS marketing is vast, and I'm still unfamiliar with much of it.
The book's central idea is that the more you know about who visits your website or engages with your webinars and conferences, the better you can tailor your outreach. However, I found it confusing that the book does not specify how to get third-party data, making the concept less practical for me. Despite a strong recommendation, I could not apply the insights from the book effectively. So, it had a 2/5 impact on me.

[Spellbind Consensus]

Key Themes and Concepts:
1. The Decline of Traditional Lead Generation Tactics:

Conant argues that conventional methods—such as cold calls, spammy emails, and gated content (forms)—are no longer effective in the modern sales and marketing environment. These tactics often annoy customers, reduce trust, and fail to deliver real value. Buyers today are overwhelmed by irrelevant outreach, and as a result, they tune out the noise, making it harder for businesses to engage with them. The book suggests that these outdated methods are rooted in a seller-centric mindset, which prioritizes volume over relevance and personalization.

2. A New Era of Customer-Centric Marketing and Sales:

Instead of bombarding potential customers with irrelevant content, Conant advocates for an approach that deeply understands and respects the buyer’s journey. Today’s buyers are more empowered and informed, often conducting extensive research on their own before engaging with a salesperson. Companies must shift their focus to meeting buyers where they are in their journey, with messaging and engagement tailored to their specific needs and interests. Conant’s mantra of “No Forms, No Spam, No Cold Calls” encapsulates this buyer-first philosophy, encouraging companies to eliminate these intrusive practices in favor of more meaningful interactions.

3. The Power of Data and Insights:

Conant emphasizes the importance of leveraging advanced data and insights to better understand customer intent and behavior. With the help of tools like predictive analytics and artificial intelligence (AI), marketers and sales teams can identify where a potential customer is in their decision-making process and tailor their approach accordingly. By focusing on accounts that are actively showing interest or intent, businesses can improve the precision of their outreach and increase conversion rates. This shift to data-driven, intent-based strategies allows for more personalized and relevant communication, which resonates better with modern buyers.

4. Account-Based Marketing (ABM) and Account-Based Sales (ABS):

The book heavily focuses on ABM and ABS as critical frameworks for the next generation of sales and marketing. ABM involves identifying and targeting high-value accounts rather than casting a wide net across a broad audience. This approach allows businesses to concentrate their resources on accounts that are most likely to convert into long-term customers. ABS aligns the sales team’s efforts with this strategy, ensuring that both marketing and sales are working together to engage high-priority accounts. Conant outlines how businesses can effectively implement these strategies by utilizing intent data, personalizing communication, and focusing on creating value for customers at every touchpoint.

5. Sales and Marketing Alignment:

A key to the success of ABM and ABS is the alignment between sales and marketing teams. Conant stresses that traditional silos between these departments must be broken down to create a seamless customer experience. Marketing should focus on generating demand and nurturing relationships with accounts, while sales should engage those accounts at the right time with the right message. This requires constant communication, data-sharing, and collaboration between the two teams to ensure that their efforts are synchronized and geared toward the same objectives.

6. The Role of Technology in Modern Sales and Marketing:

Conant highlights the critical role that technology plays in enabling the new generation of sales and marketing practices. Tools like Customer Relationship Management (CRM) platforms, marketing automation, and AI-powered analytics allow businesses to track customer behavior, monitor intent signals, and automate personalized outreach at scale. However, Conant also cautions that technology is not a magic bullet; it needs to be paired with a strategic approach that prioritizes the buyer’s needs and experiences.

7. Practical Steps to Implementing the New Model:

The book is not just theoretical but also provides actionable steps for companies looking to transition to the “No Forms. No Spam. No Cold Calls” approach. Conant lays out a roadmap for businesses to follow, including tips on how to shift away from legacy practices, create an ABM strategy, align sales and marketing teams, and measure success. The emphasis is on starting small—focusing on a few high-value accounts first—and scaling up as the strategy proves successful.

8. Measurement and Success Metrics:

In addition to adopting a new approach to sales and marketing, Conant stresses the importance of rethinking how success is measured. Traditional metrics like lead volume or email open rates are less relevant in the ABM and ABS world. Instead, companies should focus on metrics that reflect true engagement and account progression, such as account penetration, deal velocity, and pipeline contribution from high-value accounts. These metrics provide a clearer picture of how well the ABM strategy is working and its impact on overall business growth.

9. Cultural and Organizational Shifts:

The transition to an ABM/ABS approach isn’t just about new tactics and technologies—it requires a fundamental cultural shift within organizations. Conant emphasizes the importance of fostering a culture of collaboration, where both sales and marketing teams work together towards common goals. She also stresses the need for leadership to support this shift by investing in the right tools, training, and mindset.

Conclusion:

Latané Conant’s “No Forms. No Spam. No Cold Calls” serves as both a wake-up call and a playbook for companies stuck in traditional sales and marketing methods. By moving away from interruptive and impersonal tactics, and focusing on intent data, personalized outreach, and alignment between sales and marketing, businesses can more effectively engage their most valuable accounts. Conant’s practical advice, coupled with her deep understanding of ABM and ABS strategies, makes this book a valuable resource for modern marketers and sales leaders looking to stay ahead in an increasingly competitive and buyer-driven marketplace.

[Andrey · Rating 3 out of 5]

After reading this book, I felt it was tailored primarily for the enterprise sector — large revenue-driven offices, perhaps those already working with marketing agencies. The author dives deep into strategies and concepts designed for such audiences. If you're part of this target group, consider yourself lucky.
That said, even as part of a small B2B company, I managed to extract several valuable insights:

Customer Lifecycle Stages:
- Target: Potential clients "under a rock"—not yet aware or engaged.
- Awareness: Introduce them to your brand, get on their radar, and connect their problems to your solutions.
- Consideration: Actively promote your offerings before competitors step in.
- Decision: Guide them during the decision-making process.
- Purchase: Deepen the relationship and solidify collaboration.

Criticism/challenges of ABM:
- Limited scalability.
- Unstable results.
- Complex coordination.
- Misuse due to unclear strategies — uncertainty about who to target, through which channels, and with what messaging.
- The risk of creating "a chaotic list of individual priorities."

Premortem Analysis :
- One standout idea is conducting a premortem analysis — thinking ahead about potential reasons why a deal might fall through. This proactive approach can help address risks before they become problems.

Three Tiers of Advertising Campaigns:
- Top-Tier Events: Major trade shows or product launches — typically no more than one per year.
- Mid-Tier Activities: Regional seminars or events to engage audiences locally.
- Ongoing Digital Presence: Sustained online campaigns lasting six months or more, with quarterly adjustments.

[Robbert Bouman · Rating 5 out of 5]

Just finished reading Latané Conant's book on account based marketing: No Forms, No Spam, No Cold Calls.

I think she did an amazing job writing her book. I think It's a must read for every executive, leader or contributor in a marketing or sales role.

As the CMO of 6sense she walks the talk by sharing tons of valuable content on account based marketing
> From her vision,
> To best cases and practices,
> To actionable advice.

You will learn more on how to develop and grow your business by choosing and finding your target group and turn them into great accounts.

Latané writes in unique openness on what worked and didn't work for her team. Without trying to sell anything to you.

I find her book both very insightful and inviting. We're already following up on all the content at Zummit Solutions.

I highly recommend this book.

[Ryan Campbell · Rating 5 out of 5]

Absolute essential read on ABM

High quality insight into what the “current world of marketing and sales should look like. I have used this in my current work and it has helped me stand out in a big way I will definitely try to read this one again

[Ietrio · Rating 1 out of 5]

corporate mumbo-jumbo. if you work for a corporation this might be the answer. if you want to understand the field, this is just corporate lingo for ”we hope next year the sales would be better, if they don't, it is the fault of the other departments.”

[Traci · Rating 4 out of 5]

Great read for marketing and sales full of a ha moments, tips, and plans to take meaningful action.

[Madison]

Read for work.

[Jill Speight · Rating 5 out of 5]

Awesome read on account based marketing

[Mickey Mellen · Rating 2 out of 5]

It starts with the premise that cold calls are annoying and bad. Agreed.

Then it goes into "if you research someone first, then it's not a cold call". Um, that's still a cold call...

[Stephanie · Rating 2 out of 5]

It's an ad with some helpful info sprinkled in.

[Zlatka · Rating 4 out of 5]

This is quite good book on ABM, not flagging 6sense too much. I really liked the part having the book written from sales perspective too.

[Nicole · Rating 5 out of 5]

This book is a MUST READ for sales and marketing professionals. The old B2B playbook many of us have grown accustomed to just doesn't work anymore. Nobody likes making (or receiving) cold calls or emails "blasts." Luckily with the right technology, there's a better way. Even though the book talks about some pretty advanced marketing concepts and technologies, Latane Conant's style makes the themes easy to understand, actionable, and most importantly, NOT boring. It's a quick read with lots of illustrations and real-world examples. Highly recommend!