Never gonna give you up

Reddit discussions across B2B sales and marketing communities about intent data reveal a massive gap between the promises of intent software vendors and the reality on the front lines. Across multiple Reddit threads, practitioners are largely concluding that generic,...

Bad leads are frustrating. But they are not the biggest cost of weak intent data. The bigger cost is rep distrust. Once sales believes the scoring system is unreliable, every future signal has to fight an uphill battle. Reps may still check the dashboard. They may...

Intent scoring usually starts with a good goal: help sales and marketing focus on the right accounts. But over time, many scoring systems become something else. They become operational debt. Old assumptions stay in the model. New signals get added without removing...