How 6Sense CEO Robert Goldenberg grew 6Sense to $200M revenue with a 1562 person team in 2024.

all right imagine if you could take A110 and get a dollar of new annual revenue could you get yourself rich off of that well the question is how long do you keep those customers well that's exactly what Jason Zac is doing with his company six cents which he launched back in 2013 it's one of the leading Revenue intelligent platforms here in 2024 but he did some strange things he just took 100 million bucks of debt from svb in 2023 that was after the big crash so let's see if that risk pays off but here are three numbers you need to know about six cents number one one their sales reps have a quote of a million dollar but again the company has very few paying customers relatively speaking but they all pay a lot a lot of money right so we're talking under a thousand customers but all paying six figures those customers stick with the platform this is number two they have 120% net dollar retention and lastly again they have very healthy unit economics with a11 to get a new dollar of Revenue meaning they get paid back in about 13 or 14 months you can build a real business on that the question is is all the artificial intelligence words they put up on their website real or fake technology obviously AI is a buzz word today so the question is can Jason Zac and six cense truly lead the way in Revenue intelligence with their AI on their Quest To Break 200 million bucks of Revenue watch the full interview here to get a sense of how Jason's thinking hey folks if we haven't met yet my name is Nathan Latka I launched and sold my first software company back in 2015 and went on to write a book about it which you guys made a Wall Street Journal bestseller purchasing over 30,000 copies thank you so much for that after the book I launched this show and went went on to create founder path.com I raised a large fund to do non-dilutive deals with B2B software Founders so far we've invested in over 400 software Founders totaling $150 million here in 2024 we're doing three to four New Deals per week so if you're looking for Capital and don't want to give up Equity go sign up at founder path.com for free to get your offer all right let's jump into the interview hello everyone my guest today is Jason Zac he's the CEO of a company called sixense which is transforming marketing and sales through artificial intelligence all right Jason you ready to take us to the top yeah let's do it all right so before this you were were you founder at platora or just CEO later on I I was hired in as CEO okay with an equity round or something you an ER somewhere correct yeah okay and that was acquired by workday in 2016 right that's right and then you also were uh cro at responses correct okay marketing company yeah yeah good good hopefully you got a little bit hopefully you're on the cap table there in a meaningful way right a small small exit y yep and then we lived inside uh Oracle marketing Cloud for a couple years yeah so well give me some context on you personally here first I mean did you get you know you money in those kinds of deals or was it really you were still hungry you really want to go out and build sixense and do your own thing again um uh well I wouldn't call it that money I mean everything's a good Capital event and the world keeps going forward but I have a ton of entrepreneur hunger and um actually saw the combination of responses email marketing company oracal marketing cloud and then the Big Data aspect of platfor um this is the combination of really those last three experiences yeah so explain maybe tell the story of a customer giv you a permission to tell their story how they're using you today uh so so most people would use our what I call a Next Generation sales and marketing platform to um actually take the old lead world and contact world and flip it on its head so today B2B organizations are going to market via account um and and want to uh leverage data in order to be more surgical with that sales and marketing tactic so I mean there what are there seven and a half billion people in the world we send today 270 billion emails daily uh to a population of of that seven and a half and three and a half billion uh use email uh and so the the waste and clutter is way too much um our platform today allows you to de anonymize B2B buyers as they're looking and doing their research they no longer contact sales rep of old marketing department they're looking to understand their purchase uh and we help de anonymize that and through that Insight we then have grafted uh five and a half million companies that allows us to engage more purposely with a tactic I.E an email a display ad a bdr sales ReachOut based on that Insight just to be clear when you said we send 270 billion emails per day that is not that is not six cents that is as a world that is the world absolutely say you're G people com after you just going this is the guy that's responsible for my inbox 7,000 no we're I mean through our data we're as I said we're trying to be more um you know strike attacked like a sniper so we're trying to reduce the email sends the global email sends and make it more appropriate so it's it's a in this world of Engagement economy with the people at the accounts uh it needs to be you more spoton and purposeful to their so are you are people basically uploading their current best customer customer list to you and you're generating a lookalike audience and then going after them with Precision or are you giving like pii not Pi but identifying information to like IP addresses browsing your customer website so they actually know who the browser is uh it's a it's a little bit of both um so we would take a company's first-party data their CRM system outb the contacts uh known users or known clients and Prospects uh and their marketing Automation and then marry that with behavioral web um data and that's part of our Ai and ml that basically looks through that we've we've mapped 5 and a half million companies uh worldwide which is probably 80 to 85% of what the bdb org needs um and and that allows for that identity this company erra we've built uh which is the Persona attached to the company worldwide completely gdpr compliant pii um uh proof and uh soon to be with California laws that's great okay so give me a general sense I'm sure you have a massive kind of deviation between kind of kind of account sizes but just because we don't have time to do all of them what's the average customer paying per month would you say for your technology around 150k okay per month uh sorry per year per year okay so call maybe $12,000 a month something like that yeah and that's probably the the midm market and then the large Enterprises spend more yeah yeah we're just talking an average across all your customers 10 10 12 Grand a month yep yeah and then what I'm sure you have some that go well under the millions correct yeah what put this on a timeline for me when did you launch uh the company's about 5 years old I came in two years ago and in the last three years we've tripled our bookings uh Revenue bookings year-over-year um and the the company's gone from about 45 employees to 150 okay so 150 employees today okay but so 2014 was launch date sorry you said you came in three years ago two years ago two years ago so we'll call that 2017 three years after launch correct found all the founders still there uh all the founders are still there with the exception of one there are four four co-founders come on Jason give me this give me the story give me that give me the half smile story here you know I don't actually really know the story because I wasn't there come on you know it was just a departure by one of four because there's probably too many cooks in the kitchen but they're they're all um the majority are still there and involved and all investors still yeah so so you you come in two years ago 2017 founded in 2014 did you come in with the Rays where did you come in with a VC round I did I came yes I did you so okay so I'm uming you came in then with was it with the Salesforce Venture round or Bane Capital so it was it was well was a combination um in total we the last raise was 27 million and so there's a little bit of a refresh at the time I came to give operating Runway but that's the aggregate the last round Salesforce was early um battery Bane benrock yeah but industry industry Ventures came in in in April 2019 so you came in way before that right that's correct yeah that's what I'm asking so which round did you come in with the Bane round in 2015 I came in after that Bane round after that Bane round okay got it were you were you were you chosen by Bane or what facilitated the CEO transition I think it was a combination with the founder uh the founders which were the CTO and CEO uh and the um the board that thought the company got into a certain juncture where they wanted uh to maximize and leverage with additional operating experience and so um that was the decision you know post round yeah okay interesting now since then uh total capital in the company is what 60 million 6 Z correct correct all Equity or have you leveraged debt all Equity do you have an opinion on debt considering your background in B2B SAS have you ever used it yeah definitely so what's your opinion on it I mean healthy for an entrepreneur preserve Equity or can be dangerous from a cash flow purpose cash flow perspective I mean as...