Modern B2B buyers reveal their intent long before they ever become a “lead”, but most GTM teams never see those early signals. As anonymous research, multi-persona engagement, and fragmented journeys become the norm, lead-centric models break, and predictability disappears. This blog breaks down why signals, not leads, now determine pipeline creation, and what a true signal layer looks like.
Full funnel attribution, campaign optimization, pipeline prediction & acceleration – all in one place.
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