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"Reps used to spend hours validating account information because they couldn’t trust the data. With Clay, reps are much more confident in our CRM data and most accounts in their books of business are now worth reaching out to. That changes everything about how you scale a GTM team." — Fredrika Hillström, GTM Operations
Sana is an AI experience platform that unifies fragmented enterprise data from apps like Slack, Salesforce, and SharePoint into a single, searchable knowledge base.
AI
Stockholm, Sweden
When your GTM team grows from 10 to over 130 in under three years, the CRM that was manageable at the start struggles to keep up. Sana was in the middle of a surge in enterprise AI demand, hiring reps across EMEA and the US, and discovering that the Salesforce instance those reps depended on wasn't keeping pace with the team's growth.
With over 150,000 accounts in Salesforce, the data gaps were systemic. Enrichment was inconsistent. Some accounts had been enriched, some hadn't. The ones that had been enriched often carried incorrect firmographics; headcount figures off by orders of magnitude, geography fields defaulting to the US regardless of where the company was actually based. "Messy and unreliable," Fredrika Hillström, GTM Operations Manager, says. "It was very difficult to navigate what was true."
The team had also tried layering intent signals on top of this foundation. Slack channels for website visitor alerts, intent data, LinkedIn SalesNav for job changes. Most of them were difficult to connect to account ownership. Reps couldn't tell which signals applied to their book, and the volume was too high to parse manually. "Very scattered and very noisy," Fredrika explains. "No one wants to go through a list of all the accounts showing intent. You care about the ones that actually matter for you, and that's it." The challenge came from combining and packaging those signals in a tangible and actionable way.
Before Sana could build the signal-driven GTM engine they wanted, they needed to fix the foundation. That's where Clay came in.
Giving every rep a book of business worth their time
Maximilian Reiser felt the data gaps before he could name them. As a sales rep at Sana, he'd open his book of business each quarter, start working accounts, and hit the same wall within hours. The firmographics underpinning his targets were often incomplete or outdated, creating friction that compounded as the team scaled across dozens of European countries. "Once you start digging one layer deeper, you realize that the data we had in Salesforce wasn't accurate," Max says. Account scoring, territory tiering, even basic prioritization all sat on a foundation that needed work.
The inefficiency showed up in every book assignment. So many accounts would get disqualified from the start due to incorrect headcount, wrong geography, duplicates already assigned elsewhere The ops team had to assign reps a higher volume just to ensure enough good ones survived the vetting process. "You have to spend a lot of time verifying target accounts because they're not actually the right size or in your focus geography," Fredrika says. The hours reps spent manually validating their own books were hours not spent selling.
Sana deployed Clay to run waterfall enrichment across their entire Salesforce universe. The system corrected firmographics, standardized headcount and geography data, deduplicated records, and established a reliable baseline across all 150,000 accounts. The team also used Clay to surface custom research fields that reps had previously hunted for manually on LinkedIn, such as the size of a company's learning and development team or whether they had an active AI strategy function. These data points gave reps immediate signal on which product to lead with and who to contact.
As new accounts entered Salesforce and existing records changed, Clay kept the data current. To date, 85,000 of Sana's Salesforce accounts have been enriched with core data, and 30,000 now include high-value parameters — like L&D team size and AI strategy headcount — that the team previously had no way to source at scale. Across the enriched universe, data accuracy improved by 60%. The team uses conditional enrichment rules to apply these premium data points selectively, ensuring high-value parameters go to the accounts most likely to convert.
The shift is already showing up in how reps work. The team can now assign fewer, higher-quality accounts because each one is already verified and worth pursuing.
"Reps are spending less time doing manual research because they now trust the data."
– Maximilian Reiser, GTM Operations
That time is going toward building relationships and closing deals. And with reliable firmographics in place, the RevOps team can finally have honest conversations about account scoring and territory design — conversations that would have been impossible on top of data no one was confident in.
With the foundation in place and reps starting to trust what they see in Salesforce, Fredrika turned to a question the sales team had been asking for months: where are the accounts we haven't found yet?
Expanding the addressable market 20% without manual list-building
Sana had a wave of 50 new hires joining the sales team who each needed a book of business on day one. The problem: every good account in Salesforce was already assigned. The ops team needed to source 50 books' worth of net-new, ICP-fit accounts from scratch, and they needed them fast.
Before Clay, this would have meant a lot of manual and scrappy work. Cross-referencing multiple databases, checking prospects against Salesforce to avoid duplicates, finding quick fix solutions to evaluate fit in spreadsheets. It was the kind of project that took the ops team away from strategic work, instead requiring them to do the same fragmented, slow sourcing process.
Instead, Sana turned to Clay. "We uploaded our top-performing accounts into Clay, excluded everything already in our CRM, and ran a lookalike search,” said Fredrika. “It gave us thousands of companies that matched our ICP profile but we hadn't found yet."
The team divided the results into 50 books of business and handed them to the new joiners. What would have taken weeks took a single day. It fundamentally changed the team's assumption that they'd already found every account worth pursuing.
Sana has expanded their addressable universe by 20% from Clay-sourced accounts, surfacing ICP-fit companies that had never entered Salesforce. "It's always been such a struggle seeing what's already in Salesforce versus what's not," Fredrika says. "Being able to exclude everything we already have and find something new–that was the moment it clicked."
What started as data cleanup turned into GTM-wide adoption
What started as a data hygiene project is becoming the intelligence layer for Sana's entire GTM organization. The team had always had the ambition to run a signal-driven sales motion. The missing piece was a data foundation reliable enough to make any of it actionable.
The shift shows up in how the team thinks about their own work. "It started off as one project that one person in our team had, and now it's spread throughout several of us," Fredrika says. "We all work with Clay, but with different angles and end goals. Someone's more tactical, someone's more fundamental. And it's pretty cool to see how we all rally around this one tool to see how we can get the most out of it."
With trusted enrichment data now running through Salesforce, the signal experiments that failed before start to make sense in a new way. The website visit that used to appear in a noisy Slack channel with no account ownership context can now be matched to a verified account in a rep's book. The job change that SalesNav surfaced but no one acted on can be layered with firmographic data to determine whether the new hire is at an ICP-fit company worth pursuing. "Now that the data is right, we can finally layer signals on top and know exactly which rep should act on what," Fredrika says. Max sees the same trajectory from the sales side.
"Clay will allow us to bring intent signals directly to the rep and reduce the hurdle to act, making it extremely actionable. This is already giving us a lift in pipeline and ARR."
– Fredrika Hillström, GTM Operations
“I’m very excited to focus on the areas of Clay that truly bring value, instead of spending time disqualifying or merging duplicate accounts,” Fredrika says. "It's actually being more strategic and providing hands-on value to the teams." Every rep added either multiplies the value of good data or multiplies the cost of bad data. Sana fixed the foundation first.
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