2x & 6sense CEOs on GTM Services, Tech Partnerships

Tech ecosystems are vast and varied, meeting the needs of businesses of all sizes and scopes. Increasingly, services are moving beyond traditional IT to accompass marketing, revenue, and go-to-market (GTM) outsourcing, too.

We spoke with 2x CEO Domenic Colasante and 6sense CEO Chris Ball about their partnership and approach to GTM services as the companies pursue growth in 2026.

Formalized partnership builds on longtime collaboration 

The two companies announced in November a formalized partnership that will bring 6sense’s technology paired with 2x’s services portfolio to customers worldwide. 

Through the collaboration, 6sense will soon offer clients direct access to 2X’s proven services, including the ability to purchase 2X services from a 6sense account executive and through a client’s existing 6sense contract.

“We’re really good in our domain and he is really good in his, and that’s the key to success for us,” Ball said. 

6sense: the platform approach to GTM and related capabilities

6sense was founded to address what it saw as an opportunity to automate revenue and marketing operations.

The AI-driven platform identifies and captures buying signals throughout the funnel and transforms that data into actionable insights for teams to leverage in a variety of sales, marketing, and other activities.

To Ball, though, the real success its customers can unlock lies in their ability to operate efficiently with the technology as a piece to that larger picture.

“It’s not really about the tech itself, it’s about the operating model. The pace of innovation in sales and marketing is faster now than its ever been, and teams need to find a way to keep up,” Ball said. “What we bring is really a change management program, and without transformation in the organization, the tech won’t add value on its own.”

How 2x brings industry expertise to services model for outsourcing GTM needs

Colasante spent much of his career working in marketing and GTM functions, eventually serving as a CMO. Now, he brings that expertise to 2x, a services firm that specializes in outsourced, augmented marketing, revenue, and operations support for businesses.

To Colasante, the “marketing as a service” offering is just the next evolution of outsourcing services businesses are realying in when budgets are tight and talent needs to scale to meet demand.

“It’s not possible to run GTM fully in-house anymore,” Colasante said, echoing Ball’s assertion that revenue, GTM, and marketing demands on CMOs and other leaders are higher than ever.

In an era where resourcing hasn’t caught up with demand, Colasante says his firm brings companies the outsourced talent it needs on a global scale, promising flexibility and scalability in utilizing what is needed when to achieve goals.

The services offered by 2x span the complete adoption lifecycle of 6sense and other key technologies, including: 

• implementation and strategic consulting 
• ABM/campaign managed services 
• reporting and analytics 
• sales adoption 
• creative and content production 
• media management
• marketing operations
• technical support and integration

“Human change management is crucial to a lot of this, and that’s what we can provide and help customers work through, Colasante said.

Why integrated service ecosystems matter for marketing, sales, and RevOps teams

Colasante and Bell stress the importance of their partnership not just for the sake of customers leveraging technology but for the mutual growth each organization feels it can achieve faster together than disparate.

“I’ve built a lot of channels in my career, and if it’s just a fulfillment relationship where there’s no added value, that just doesn’t help much,” Ball said, emphasizing that the complementary services 2x offers to customers drives adoption of the technology.

To Colasante, working hand-in-hand with vendors like 6sense brings customers what they ultimately want from their investments.

“Customers don’t really want technology, and they don’t even really want services. What they want are business outcomes,” Colasante said.

Ball agrees, noting that in his career in SaaS, it is a recent shift to sell outcomes instead of products.

To Colasante, that also means a priority for 2x in 2026 will be to continue deepening its understand and technical capabilities of other tech companies he knows customers need to use alongside 6sense in their operations.

“Being able to integrate 6sense with customers’ other technology is crucial for us to make this really work,” Colasante said. “We’re deeply experienced in everything 6sense, and we have invested a lot of time and resources into doing so. The goal now is to build similar experience in the other tech on the market.”

Why demand for outsourced marketing and GTM services is accelerating

Colasante believes GTM technology might be in for a wave of demand in 2026 as organizations struggle to keep up with the pace of activity required to remain competitive. To him, that means opportunity to grow the services ecosystem around MarTech as well.

“What drives markets is customers, ultimately,” Colasante said. “They are going to want simplicity as they scale, and we can provide it. Deeply integrated partnerships that bring the tech and the services together are going to matter a lot as the ecosystem expands.”

To Ball, strategic partnerships between vendors and service providers are key to customers actually utilizing technology and increase the likelihood customers stay with something long-term.

This is especially true, he says, because customers at different levels of maturity and scopes of work require differentiated experiences with their technology. Smaller organizations will need 2x for resourcing purposes and will see value in 6sense through those services. 

The larger customers 6sense works ith, Ball says, expect auditing services and an advisory approach to how to make their operations more efficient.

“We build partnerships like the one we have with 2x to drive growth, adoption and retention. Sales teams and other professionals are actually very difficult to get to adopt new technology,” Ball said. “We need partners who can walk companies through adoption so we actually are used and become valuable to customers.”

Key takeaways

• GTM outsourcing is accelerating as companies struggle to meet growing marketing and revenue demands with limited internal resources.
• 2x and 6sense formalized their partnership to combine AI-driven GTM technology with scalable services that support implementation, adoption, and long-term value.
• Technology alone is not enough; both executives emphasize that operating models, change management, and services-led support determine whether organizations realize ROI.
• Integrated ecosystems are becoming essential, with customers expecting vendors and service providers to collaborate to deliver outcomes—not just tools or fulfillment work.
• 2026 may mark a new wave in MarTech and GTM evolution, driven by companies seeking simplicity, unified operations, and partners who can bridge the gap between platforms and execution.