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New Research: Intent Data Maturity Curve
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This week’s research note includes:
GTM Research: New Research: The Future of Intent Data
GTM OS Certified Partner Spotlight: Newell Falkinburg
Upcoming Events and Access
New Research: The Intent Data Maturity Curve
Intent data has been around for years. But in 2025, it finally feels usable.
Why?
Because high-performing GTM teams aren’t relying on generic downloads or weak indicators anymore. They’ve figured out how to translate scattered signals into coordinated action.
And the results speak for themselves:
faster sales cycles
tighter team alignment
more efficient pipeline creation
Our latest research report breaks down the evolving role of intent data across the customer lifecycle, offers a practical maturity model, and outlines how B2B teams can unlock full-funnel impact with stronger signal intelligence.
Let’s unpack the key insights.
Intent ≠ Action—Unless You’re Ready
Before you double down on intent investments, ask yourself eight critical readiness questions:
Readiness is the difference between insight and impact.
Intent data only drives revenue if you’re structurally ready to act on it. That means:
A tech stack that can process and prioritize signals
A sales team that trusts and understands the signals
A content strategy built to match buyer behavior
A leadership team aligned on GTM motion and timing
Buying intent tools without this foundation is like buying a telescope and never looking up.
Signal Strength > Lead Volume
Sales and marketing alignment is still broken at many companies. One reason? Marketing is often judged on quantity while sales is judged on quality.
Intent data can bridge the gap.
But only if both sides understand what signal strength actually looks like. Not every white paper download or pricing page visit is created equal.
The most effective teams categorize signal strength like this:
No signal – no meaningful engagement
Weak signal – generic activity, low frequency
Moderate signal – consistent, mid-funnel engagement
Strong signal – high-intensity behavior from decision-makers, across channels
Until a buyer shows strong signals, it’s marketing’s job to nurture. Not handoff. This one shift can rebuild trust across GTM functions.
Intent Isn’t a Channel. It’s a Layer.
Many organizations treat intent data like a lead source. But intent isn’t a channel. It’s a signal layer that makes every channel work better.
Intent isn’t about adding something new. It’s about sharpening what you already do.
The Data Types Aren’t the Problem
A common misconception: that one type of intent data is “better” than the others. Not true.
First-party intent (site visits, content engagement) is high-quality but limited in scope.
Second-party intent (shared data from partners) offers scale and trust.
Third-party intent (aggregated signals from publishers or review sites) offers reach and early-stage awareness.
The best GTM programs don’t pick. They layer. And they customize how each signal type is used based on the motion and maturity of the account.
Lifecycle Application Is the Next Frontier
The future of intent isn’t just lead gen. It’s lifecycle orchestration.
Imagine using behavioral signals to:
Deliver a customized onboarding experience
Identify upsell opportunities before your customer success team does
Turn advocates into referrers based on their interests and activity
Catch churn risk the moment engagement dips
This is where intent data is headed: not just powering campaigns, but informing strategy across marketing, sales, and CS.
AI Makes Intent Data Actionable at Scale
AI changes everything about intent data because it finally makes it usable at scale.
Historically, teams struggled to turn raw intent signals into coordinated action—either because the data was too noisy, the timing was off, or it simply didn’t connect to existing workflows. AI changes that.
It can ingest vast volumes of behavioral data, score it in real time, and surface only the most meaningful signals to the right team, at the right time.
AI doesn’t just tell you who’s interested—it predicts when they’ll be ready, what they care about, and how best to engage.
And because AI can orchestrate outreach, personalize content, and automate follow-up, AI turns intent data from a passive insight into an active growth engine.
Turning Insight Into Execution Starts With the Right Operating System
If your team is swimming in dashboards, signals, and reports—but still missing pipeline targets—you're not alone. The problem usually isn’t the data. It’s the disconnect between knowing and doing.
That’s where GTM University comes in.
GTMU isn’t a course about tools or hacks.
It’s a strategic blueprint for aligning your entire go-to-market motion—from positioning and planning to execution and measurement. We help you build the kind of operating model that makes intent signals, product data, and market feedback actionable across sales, marketing, and customer success.
Whether you're scaling a startup or leading a transformation at a mature company, GTMU gives you the frameworks and community to bridge the gap between strategy and outcomes.
Learn how to turn insight into execution—across your entire GTM.
GTM Certified Partner Spotlight: Newell Falkinburg, Agile Revenue Partners
Fractional Revenue Leadership for Predictable Growth
Newell Falkinburg, founder of Agile Revenue Partners, helps Series A to post-IPO companies turn GTM strategy into execution that scales. Backed by experience at Google, Microsoft, and high-growth startups, Newell brings hands-on leadership and a deep command of the GTM Operating System to unify revenue teams and accelerate growth.
Agile Revenue Partners specializes in building scalable, data-driven sales and expansion systems. By aligning sales, marketing, and customer success around a shared strategy, Newell empowers CROs to drive pipeline performance, sharpen forecasting, and unlock sustainable revenue velocity.
Whether you're defining your ICP, streamlining operations, or scaling proven playbooks, Newell brings clarity, alignment, and executional excellence—right when you need it most.
Learn more: Agile Revenue Partners Partner Page →
If you’d like to be a certified GTM Partner like Newell and many others, we’d love to talk to you about how to make that happen.
Upcoming Events: Where We’ll Be Speaking in 2025
(DM Sangram for a discount code to attend or to get slides after the talk)
Operationalizing Your GTM with Data (hosted by ScaleMatters), July 30
INBOUND (hosted by Hubspot), September 3-5, San Francisco
DRIVE 2025 (hosted by Exit Five). September 10-11, Burlington, VT
Usage Economy Summit (hosted by LogiSense) Nov 5, San Francisco
Love,
Sangram and Bryan
p.s. Access GTM University | Hire GTM OS Certified Partners | Read Fractional Friday
