Case Study: Sage achieves targeted, intent-driven go-to-market transformation with 6sense

Sage Transforms Their Go-to-Market Strategy with 6sense

Sage, a global leader in cloud accounting, people and payroll systems, faced a go-to-market problem: it was using largely the same sales and marketing tactics across small and medium business segments, missing the right audiences and lacking a clear view of its total addressable market (TAM) and ideal customer profile (ICP). The company needed to personalize campaigns, prioritize prospects by intent, and better align sales and marketing to drive more qualified opportunities.

Sage implemented 6sense across its revenue org, using intent data, dynamic account segmentation, personalized landing pages, stage-based display campaigns and predictive scoring, plus defined SLAs and sales enablement to act on insights. Within a year the program scaled to ~90% of the global team, opportunity creation rose over 50%, and in Q1 2020 Sage uncovered 4,000 newly engaged accounts and 1,000 accounts with increased engagement—while sales and marketing gained stronger alignment and confidence in outreach.

Sage

Paul Tasker

VP of Marketing Operation