Podcast – Interview with Jason Zintak, CEO, 6Sense
Part of our special series of episodes of the c-suite podcast that was recorded in partnership with the European PR Agency Tyto and their own Without Borders podcast, this interview is with Jason Zintak, CEO, 6Sense.
Audere’s Russell Goldsmith and co-host Holly Justice from Tyto were joined online by Jason Zintak, the CEO of 6Sense, a B2B sales and marketing platform that uses big data and AI to help companies understand buyer propensity and execute an action in sales, marketing or customer success.
Prior to joining 6Sense, Jason was CEO of Platfora and the CRO at Responsys.
6Sense achieved unicorn status and a valuation of $5.2 billion after a series E funding of $200 million. They have acquired four companies including Fortella, Saleswhale, Granite Media and Slintel. The majority of the funding has been used for integrating products, developing new technology, hiring employees and expanding into new markets.
Jason believes ChatGPT is benefiting from the tailwind, which 6Sense incorporated into their products two years ago. Their core principle is to use AI to drive modern applications, including their current live products.
They founded the company on the belief that AI can help process and understand the overwhelming amount of data, leading to increased revenue. By unifying data from sales, marketing and customer success, organisations can use a scientific approach to complement the art of selling and marketing.
He gained wisdom and pattern recognition through his diverse experience working with companies like SAP, and Oracle and ground-up startups like Blue Martini Software.
He values teamwork, humility, and transparency and collaborates with others to problem-solve and optimise the company. He reflects on impactful leaders like Bill McDermott at SAP but has learned not to try and emulate others and to be his authentic self. This confidence has helped him succeed in his leadership roles.
Jason reflected on his company’s journey, from an uncertain beginning to becoming a unicorn valued at $2 billion. While funding has improved the company’s brand, it also brings pressure to consistently deliver. Jason understands the responsibility of managing investor money and the importance of daily execution to improve.
He then explained how the company successfully differentiated itself in a crowded market by evangelising the benefits of its unique AI and data approach. The company values communication and transparency, answering questions from all stakeholders to address concerns about job security and valuation.
Despite economic uncertainties, 6Sense remains committed to balanced and profitable growth while maintaining a successful path.
At 6Sense, Jason believes in living the core values of accountability, a growth mindset, integrity, fun and teamwork. He leads by example, emphasising the importance of values in creating a positive company culture.
The company began working remotely prior to the pandemic, hiring globally based on KPIs and Jason trusts in the goodness and aspirations of people. While the pandemic reinforced their remote work strategy, Jason recognises the importance of finding new ways to build a community, including in-person and online events.
Jason prefers in person communication with employees and enjoys receiving ad hoc questions from customers and employees. The company also has bi-weekly town hall meetings where they communicate their strategy, vision and results.
In regards to external communications, the marketing team is responsible for leveraging their platform to communicate effectively with their audience. The company holds customer conferences, regional events, and participates in trade shows. Jason himself also is involved in investor public meeting and bank conferences as the spokesperson.
Sharing insights about his personality type, Jason explained he is both an introvert and an extrovert. He enjoys observing and does not always want to be centre of attention. He’s grown more comfortable with time and finds joy in communicating with others.
For Jason, sales isn’t about performing magic tricks, but rather about articulating and demonstrating value to customers. He admits to feeling nervous when presenting or interviewing because he wants to ensure that he does the right thing.
Reflecting on recent communication challenges, Jason speaks about the market dynamics of the technology industry. He explains that the challenge was not necessarily difficult but it was challenging to explain the adjustments to the broader employee base.
He notes everyone wants to know adjustments and how that will impact them as they are concerned about their jobs. He believes that it was important to settle everyone and ensure they understood the long-term vision for the company.
Transition is tough for people whether it’s from a job or a new role and he is proud of the strong brand and culture that has been recognised through various awards and press coverage.
In conclusion, Jason’s experience and expertise in communication have shown how essential it is to prioritise effective internal and external communication. From his reflections on his career path and his communication challenges, it is clear that communication is not always easy, but it is crucial to success.
When asked what advice he’d give his younger self, Jason’s response was simple but powerful: “Trust your gut and stay true to yourself.” These words of wisdom are valuable not just for communication but for all aspects of life, as they remind us of the importance of being authentic and staying true to our values.