The team knew exactly which companies fit. What they couldn't see was timing. Reps worked accounts alphabetically and by gut, often reaching decision makers weeks after they'd already shortlisted a competitor.
Marketing generated plenty of volume, but nothing separated an account casually browsing from one actively evaluating a purchase. The result was a long, unpredictable cycle and a pipeline crowded with leads that quietly stalled.
Overlaid first- and third-party intent signals onto the existing ICP so every account carried a live, in-market score.
Fed the top-scoring accounts into a priority queue, so reps opened their day with the buyers most likely to engage.
Tied outreach and content to the exact topics each account was researching, so the first touch already spoke their language.
Refreshed scores every week and retired accounts whose intent cooled, keeping the queue honest and current.
Within a single quarter, accounts sales prioritized by intent closed 47% faster than the previous baseline. Reps booked more first meetings because they reached buyers during active research, not after it.
Win rate on in-market accounts more than doubled, and the team could finally forecast with a signal they trusted, because the priority queue reflected real buying behavior, refreshed every week.