Saima Rashid, SVP of Marketing and Revenue Analytics at 6sense, stops by the Radically Transparent podcast to chat about all things analytics, operations and impacting the business by turning analytics gaps into genuine growth opportunities.
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Episode Summary
Data is everywhere, but not all of it is useful. Revenue teams often struggle with fragmented analytics, conflicting reports, and misaligned insights, making it challenging to drive meaningful business impact. That’s why Saima Rashid, SVP of Marketing and Revenue Analytics at 6sense, champions the practice of “finding the red”—actively identifying gaps in data rather than glossing over them.
For Saima, instead of measuring only success metrics, she is equally focused on pinpointing inefficiencies and analyzing underperforming strategies. That way, revenue teams have an opportunity to course-correct in real-time and strive for continuous improvement and growth. But Saima also argues that analytics alone aren’t enough. In her words,
Analytics, operations, and the business…they’re really individual components of a three-legged stool. You really need all three of them to be aligned and working in harmony to achieve business goals.”
Without proper data collection—“Would you be focusing on the right things?”—and efficient operations—“Would you be able to get things done in the most effective way?”—organizations can’t fully leverage analytics or achieve business objectives.
She also emphasizes that “it’s so crucial for those three teams to be aligned and working in the same direction,” requiring strong leadership, a synchronized operating rhythm, and absolute clarity on goals.
Saima then dives into how AI is transforming the way B2B companies predict, engage, and convert. She reveals how 6sense’s AI-powered predictive intelligence fuels pipeline growth and why AI agents are revolutionizing the efficiency of revenue teams.
With 81% of buyers selecting a vendor before ever speaking to sales, marketing teams can no longer rely solely on demand generation—they must embrace a brand-to-demand strategy. By removing friction, aligning data, and engaging early in the buyer journey, Saima explains how organizations can create better outcomes and higher revenue impact.
And for those worried about AI replacing sales? Saima sets the record straight—AI isn’t replacing BDRs; it’s empowering them. By automating repetitive tasks, AI allows sales teams to focus on what truly matters: high-value, human interactions that drive revenue.
Hot topics:
- AI-Driven revenue strategy: Saima shares how 6sense’s AI-powered predictive intelligence fuels pipeline growth and why AI agents are game-changers, especially for revenue teams.
- The mindset shift B2B teams need: With 81% of buyers choosing a vendor before talking to sales, marketing teams must shift from demand generation to a brand-to-demand strategy. By removing friction, aligning data, and engaging early in the buyer journey, brands can create better outcomes and higher revenue impact.
- AI Agents & BDR efficiency: AI isn’t replacing sales—it’s freeing up BDRs to focus on high-value interactions. Learn how AI-powered automation at 6sense has driven 25% of net new pipeline, increased BDR-to-AE promotions, and boosted sales team productivity.
Meet Saima
Saima Rashid leads the 6sense marketing team as SVP, Marketing and Revenue Analytics. Saima has nearly two decades of marketing analytics experience in both B2B and B2C environments for Fortune 1000 companies across a variety of industries. Her unique ability to leverage performance insights to align marketing, sales, and customer success allows her to drive impressive results, including exponential year-over-year revenue growth. As a former customer of 6sense, she brings a deep, on-the-ground understanding of the platform and its value to her position.
As a five-time award-winning marketing, analytics and revenue operations leader, Saima has earned recognition from Forrester’s 2020 Program of the Year for the strategy and implementation of an AI-driven engine that combined predictive account intelligence with internal resource optimization to drive millions in incremental pipeline.
Saima was raised in Canada and has an MBA with concentrations in MIS and Marketing. She currently resides in Boston, Massachusetts with her two children. She enjoys travel and thrill seeking and spends much of her free time supporting philanthropic endeavors that she is passionate about including those that focus on children, education, and clean water projects.
