Effectively zero’ing in on the target prospects that are most likely to buy from you requires 3 types of data: fit, intent, and opportunity.

This report shows the results of a survey of 207 sales and marketing professionals in a manager level or above. It asked 82 questions about individual data points, and open-ended questions about “secret sauce” data-point combinations.



The study results produced these key findings:

  • 95% of respondents find positive revenue gains with predictive indicators present
  • Opportunity wasted: companies are not leveraging Intent or opportunity data
  • The most predictive fit data points are job title, and department budget
  • Sales teams tend to value hiring & personnel signals more than marketing teams.
  • Knowing your prospect’s tech stack tops the “secret sauce” predictive recipes
  • Only 20% of respondents use predictive data to fuel their ABM efforts
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