When off-the-shelf data isn't enough
Five situations where teams stop subscribing to data and start sourcing it. Find the one that sounds like you.
- Our database says our market is smaller than we know it is.
Capturing the total addressable market databases miss
Market sizing pulled from a single database inherits that database's gaps. For mainstream software that's tolerable. For most other markets it means your "TAM" is really "the slice one vendor happened to catalog." Nothing in the export tells you which is which.
- TAM vs. reality gap
- Territory planning stalls
- The number won't defend
- Segments look empty
- Our buyers barely show up in ZoomInfo or Apollo.
Selling into data-poor markets
Most go-to-market advice assumes your buyers are already cataloged. For a lot of real businesses they aren't. If you sell into the trades, local operators, regional brands, licensed professionals, or a category that didn't exist three years ago, the databases everyone pays for are mostly blanks where your ICP should be.
- Exports come back thin
- Reps research by hand
- Generic tools underperform
- Everyone has the same list
- We need this built, but not a full data team on payroll.
GTM engineering instead of hiring a data team
When you're lean, every hire is a bet with a long feedback loop. A junior RevOps or data hire is cheaper on paper but slow to ramp and easy to misdirect; a senior one is expensive and genuinely hard to find. Either way, while you decide, outbound runs on whatever a single tool happens to have.
- Founder-led GTM
- Tool sprawl, no system
- Hiring is the bottleneck
- Nobody owns the CRM
- We own the tools. Nobody has time to keep the data right.
Enterprise data ops & augmentation
Enterprise go-to-market doesn't lack tools. It lacks coverage in the corners and the engineering time to keep data clean, current, and scored. Those two shortages reinforce each other, because the team that would fix the coverage gap is the team already behind on everything else.
- Coverage gaps persist
- Decay outpaces refresh
- Engineering is the bottleneck
- Provenance is unknown
- Shadow spreadsheets
- We're an agency, and every new client is a new ICP to source.
White-label data infrastructure for GTM agencies
Every new client is a new ICP, and the markets hardest to reach are often precisely the ones that hired an agency because in-house couldn't crack them. Re-solving sourcing and systems per account eats the margin that made the account worth signing.
- ICP varies per client
- Results stall on coverage
- Delivery doesn't scale
- You're declining good accounts
Not sure which fits?
Tell us the market your data doesn't cover and we'll say straight whether it's sourceable. We reply within one business day.