The blog
How B2B revenue leaders build pipeline that doesn't depend on any one person, campaign or quarter.
Cold requests get accepted around 21 percent of the time. The same outreach into an audience that knows you or is in motion runs two to three times higher, with the copy barely changed.
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Most of a B2B evaluation happens where no attribution tool is pointed, and the account doing it is visible months before your funnel would ever know.
Binet and Field's 60/40 is a fair starting point, but in B2B the only brand share that survives a bad quarter is the one you can measure by account.
Not every buying trigger deserves the same response. A five-variable scoring framework from our own archive ranks them, so a team acts on the five that matter.
6sense is one strong sensor on the readiness axis. The Demand Compass is the two-axis score above it that turns the signal into a decision you own.
A topic surge feeds one axis at the company level. What it cannot see is whether the account knows you, or what its people do on surfaces you own.
Not a fourth feed. Six sensor types you build yourself, an intent vendor as one input, and a two-axis score you own that reads all of them.
Two 0-to-10 scores built from fixed weights and decay, never a model's guess. Where AI reads a signal inside the engine, and the one line it never crosses.
A public admission of budget: a Clay pipeline scrapes new job posts, qualifies them, rolls them to the hiring company, and scores hiring intensity into a ranked outbound queue.
Only about five percent of your market is buying at any moment. The rule is right; the mistake is thinking it tells you to pick a half.
Our own deployment numbers by channel, from cold to aware to in motion, and why the audience and the timing move the rate ten times more than the copy.
Two axes, four quadrants, one move each. The instrument that replaces the MQL with a reading of where every account actually stands.
The axis almost everyone gave up on is measurable from data you already own, if you treat awareness as a behavioral footprint instead of a survey result.
Readiness happens inside the account on its own schedule. You cannot create it, so the job is detection, interpretation and speed.
The MQL packed four questions into one score. What it confused, why sales stopped trusting it, and what a qualification model should have done instead.
The sales-marketing alignment conversation has been happening for 20 years. It keeps failing because it diagnoses the wrong problem. The gap is almost never about communication — it's about data architecture.
Most B2B revenue teams describe their pipeline as unpredictable. The reason is almost always structural: a funnel that empties faster than it fills. Here's how to build for the cycle instead.
Campaign-based demand gen resets every quarter. Always-on demand gen compounds. Here’s the structural difference — and why most marketing leaders are diagnosing the wrong problem.
Most B2B teams spend significant budget on events then lose 80%+ of the leads in a follow-up process that never runs properly. Here’s what it costs and how to fix it.
Most B2B revenue teams think they know their market. Their active prospect list tells a different story. Here’s why the gap exists, what it’s costing you, and how to close it without hiring a researcher.
If your pipeline slows when one person is out, that’s not a personnel problem. It’s a systems problem. Here’s how to find the dependency before the board does.
Most CMOs we speak to aren't struggling with effort. Their teams are busy, campaigns are running, content is going out. On paper, everything looks right. And yet the pipeline tells a different story, inconsistent, hard to predict, and increasingly expensive to sustain.
A new piece from The Demand Compass every week. Look a term up in the glossary, subscribe with the RSS feed or the newsletter, or read the whole book.
