In this episode of Selling Signals, we’re joined by Florence Broderick, CRO at General Index, where she is helping scale a commodities data business. Florence has worked across both software and data companies, which gives her a rare perspective on how different those worlds are when it comes to selling, hiring and supporting customers.

We discuss why SaaS is still ahead of DaaS in go-to-market maturity and how AI is changing sales teams in practice. Florence shares what is actually working in prospecting today, how data vendors should think about AI use in customer contracts, and why in-person events may become even more important as more of the sales process becomes automated.

This episode is essential listening for anyone building a data business, modernising a GTM team, or trying to understand what data companies still need to learn from SaaS.

In this episode of Selling Signals, we’re joined by Aidan North, Commercial Lead at Orbit. Orbit sits at the intersection of unstructured data, AI and institutional investing, helping transform unstructured information into formats that can be consumed within investment workflows.

We discuss how hedge funds are adopting AI, Orbit’s position at the forefront of agentic use of alternative data, and what has changed since the early days of pre-LLM systems. Aidan also explains Model Context Protocol (MCP) and why it is becoming an important part of the data ecosystem, enabling smaller funds to access and integrate datasets that were previously out of reach.

This episode is essential listening for anyone building or selling data products into the investment industry, or trying to understand where AI is having real commercial impact.

In this episode of Selling Signals, we are joined by James's Valsys co-founders, Jack Fuller and Simon Bessey, for a practical discussion on ticker mapping. It is one of the least visible parts of the alternative data workflow, but it has a big impact on whether a dataset can actually be used by the buy side.

We discuss what ticker mapping is and why funds care about it. Jack and Simon explain why the problem is harder than it looks. They show how point-in-time accuracy changes the picture and what good validation looks like. We also get into why ownership changes and M&A make mapping much harder to get right.

This episode is essential listening for any data provider that wants to make its product usable in capital markets.