GTM Crossroads Podcast Ep #03: Intent Data and How to Use It
In the third 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 sales, marketing, and intent data, highlighting community in GTM, RevOps, and intent signal analysis. They also get into attribution challenges, demand capture vs. generation, and the buyer’s journey, stressing alignment and valuable content.
Check it out! 👇
5 Minute Rundown:
Demand Capture vs. Demand Generation
Intent data tools primarily capture existing interest rather than generating new demand. Companies looking for growth should not rely solely on tracking signals but focus on creating meaningful engagement through content and community-driven initiatives. Capturing signals is useful, but without a strong demand generation strategy, it won’t significantly expand the funnel.
Who Really Deserves Credit for a Lead?
Marketing and sales teams often struggle with attribution, and intent data tools further complicate the issue. These tools often claim credit for leads that may have converted regardless, raising questions about their real value. The distinction between the path to conversion and the point of conversion is critical in understanding what actually drives results.
Community as the New Sales Team
The traditional outbound sales model is being replaced by community-driven growth. Companies like clay are proving that community engagement can be more powerful than direct sales teams, with user-generated content and peer recommendations driving conversions. Buyers trust insights from their networks over traditional marketing, making community participation essential for go-to-market success.
The Pitfalls of Intent Data
Many companies invest in expensive intent tracking tools like Sixth Sense and RB2B, only to find little tangible return. Without the right setup, execution, and follow-through, intent data often leads to wasted resources rather than actionable insights. For small or under-resourced teams, these tools may not justify their cost.
Why the Best Go-To-Market Teams Focus on Trust and Experience
Despite the rise of automation and AI-driven selling, trust and experience remain the ultimate differentiators. A seamless buying experience, proactive customer engagement, and attention to detail create long-term customer loyalty. Companies that prioritize these elements stand out in a crowded, tech-driven market.
From signals to strategy
Attribution, intent data, and community all play a role—but real growth comes from knowing what to act on and when. The BowTie Model helps you turn insights into revenue.
