How Sana equips 140 sales reps with better books of business | Clay.com
Go-to-Market Conference by Clay
October 8, 2026, San Francisco
→ sculpt.clay.com
Data Infrastructure
- Audiences
Centralize your first and third party data sources in Clay - Data marketplace
Buy data from 200+ providers in one place - Signals and Intent
Track job changes promotions or other signals - Waterfall
Combine multiple data providers for the best coverage
Agents
- Claygents
Research target companies and people with AI - Agent plugin CLI/API
Build in Clay directly via a coding agent with API and CLI - MCP for rep
Track job changes promotions or other signals
Orchestration
- Functions
Link long form description will go in this slot here. - AI formatting
Link long form description will go in this slot here.
Execution
- Ads
Sync targeted ad audiences to Linkedin, Meta, and Google - Sequencer
Use Clay's native sequencer or automate messaging
Company Overview
Sana - AI Experience Platform
Headquarters: Stockholm, Sweden
Industry: AI
Visit Sana ↗
Challenges
The GTM team faced data inconsistency; Salesforce could not keep pace with rapid growth. Sana had over 150,000 accounts with frequent inaccuracies in enriched data such as firmographics and geography fields. The workflow became inefficient as representatives spent excessive time validating account information.
Solution and Impact
Sana integrated Clay for data enrichment, resulting in a 60% accuracy improvement across enriched accounts. The additional data points allowed them to proactively identify accounts worth pursuing, minimizing time spent on manual research, allowing for more focus on building relationships and closing deals.
Use Cases
1. Giving Every Rep a Book of Business Worth Their Time
Sana utilized Clay to correct firmographics and standardize data across 150,000 accounts, improving efficiency in account targeting.
2. Expanding Addressable Market by 20%
Clay helped the operations team source new ICP-fit accounts, rapidly filling the needs of new sales hires within days instead of weeks.
Conclusion
Sana's use of Clay transformed their data handling, facilitating a more effective GTM strategy and enabling the team to harness signals for better targeting.
"Clay will allow us to bring intent signals directly to the rep and reduce the hurdle to act, making it extremely actionable."
— Fredrika Hillström, GTM Operations
More Case Studies
- Northbeam: "What Clay Ads comes down to is really good targeted audiences, leading to better paid media performance."
- Open AI: "Clay allows us to expedite and enhance GTM execution."
- Figma: "Clay empowered us to build the infrastructure for effective GTM strategies."