Jon Clarke, 6Sense

Welcome to episode 12 of What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

This week we’re joined again by a guest, Jon Clarke, Data Partnerships Director at intent data platform 6Sense. Here’s the TL;DL (“too long, didn’t listen”) in case you don’t have time for the whole episode: Intent data isn't just a list of engaged accounts, it's your early warning system for buying behaviour. When sales and marketing align around it, they stop chasing leads and start prioritising real opportunities. Done right it doesn't just sit at the top of the funnel, it accelerates the whole thing.

Listen on as Jon shares his journey into the intent data space. He discusses the evolution of intent data from simple keyword-based behaviours to sophisticated AI-driven models that triangulate multiple signals. Jon emphasizes the importance of aligning sales and marketing around intent data, avoiding premature handovers, and ensuring a shared vision for successful execution. Jon also gives us a preview of Inspire, 6Sense’s B2B Revenue Conference taking place next week in London, with lots of learning, networking, and troubleshooting opportunities. Jon will be hosting the Rev Talks stage so be sure to stop by if you’re attending!

Follow us, get in touch, share your thoughts on anything discussed, or suggest ideas for what we should cover in future episodes via our LinkedIn page. We also appreciate comments and ratings on your podcast provider.