Most GTM teams didn’t miss their 2025 revenue targets because they under-invested. They missed because reps can’t tell which accounts are actually in a buying window right now. Engagement data — opens, clicks, form fills — measures attention, not readiness, and that gap shows up the same way across every team at Growth-segment companies. Marketing gets blamed for “bad leads” it has no way to defend. RevOps has fully integrated systems that still don’t agree with each other. Sales works an unranked queue and can’t explain forecast misses when they happen.
More data won’t fix this, and neither will another dashboard. What’s missing is a unified, deterministic signal layer — one that combines engagement with technographic, spend, and intent data so Marketing, RevOps, and Sales are all looking at the same trusted, explainable answer about which accounts to prioritize. Chartio saw a 40% lift in trial-to-paid conversion after replacing an engagement-only lead score with exactly this kind of multi-signal model.