In the fourth episode of GTM Crossroads, RevPartners CEO Brendan Tolleson sits down with OutboundSync Founder Harris Kenny, and Octave Co-founder and CEO Zach Vidibor to explore key go-to-market strategies, emphasizing the power of intent data, market signals, and evolving data utilization. They discuss the shift from traditional outside-in approaches to more personalized inside-out strategies, highlighting the importance of understanding unique value propositions and customer needs.
They also touch on the balance between current capabilities and aspirational goals, the role of partnerships in driving market success, and why segmentation and trust are essential for building effective go-to-market motions.
Check it out! 👇
Intent data gets a bad rap, but that’s because most companies don’t know how to use it correctly. It’s not just about tracking website visits or third-party purchase signals, it’s about spotting behavioral patterns that indicate real buying interest. Social signals, job changes, and firmographic shifts all contribute to a more accurate picture of where demand is bubbling up.
Instead of dismissing intent data as unreliable, the real question is: are you leveraging it strategically? The best GTM teams aren’t just gathering signals, they’re layering them to refine their outreach and prioritize the right prospects.
For years, companies have relied on third-party data providers like ZoomInfo and LinkedIn Sales Navigator to define their target market. But that’s a backward approach. The most successful companies today start with their own data, their highest-performing customers, their unique pain points, and the buying behaviors that actually indicate a strong fit.
They build their ICP based on what works for them, not just what’s available off the shelf. Instead of sifting through thousands of generic leads that match broad firmographic criteria, they zero in on custom signals that make prospecting more precise and scalable. If your segmentation is still dictated by static industry filters, you're playing an outdated game.
Data used to be a privilege reserved for companies with deep pockets and enterprise-sized budgets. Now, AI and automation have completely leveled the playing field, every company has access to robust insights. The real difference between winners and losers isn’t data availability; it’s knowing how to use it.
If you’re still relying on outdated, one-size-fits-all datasets while your competitors are scraping, aggregating, and activating unique data points, you’re already falling behind. Data without strategy is just noise. To gain an edge, companies need to customize their data inputs, refine segmentation, and continuously adapt based on what’s working. The businesses that can move quickly from data collection to actionable insights will dominate.
Having more data doesn’t mean having better data. The reality is that most GTM teams are sitting on mountains of outdated, irrelevant, and messy information that clogs their CRM and ruins their outreach efforts. Without disciplined data management, reps waste time chasing dead-end leads, marketing targets the wrong audience, and forecasting becomes a guessing game.
The solution? A structured approach to data hygiene, governance, and segmentation, something that can’t be left to junior SDRs or an overburdened sales ops team. Companies that don’t invest in maintaining clean, reliable data will find themselves burning time and money with little to show for it. A solid go-to-market strategy isn’t just about acquiring data, it’s about making sure it’s accurate, accessible, and actionable.
Every misfired cold email, irrelevant LinkedIn message, and ill-timed sales call chips away at your brand’s credibility. Buyers today are bombarded with outreach, and the companies that get it wrong don’t just get ignored, they get blacklisted. The cost of bad targeting isn’t just wasted effort; it’s lost trust, which is almost impossible to regain.
If your messaging isn’t precise, your ICP isn’t well-defined, and your outreach feels generic, you’re training your audience to tune you out. Getting your data and segmentation right isn’t just about efficiency, it’s about survival. The brands that master precise, value-driven outreach will stand out. The ones that don’t will fade into the background or, worse, be remembered for all the wrong reasons.