This paper explains how intent data can align sales and marketing teams by creating a shared, data-driven understanding of buyer behavior. It addresses common friction caused by differing goals, metrics, and disconnected datasets, where sales prioritizes closing revenue and marketing focuses on lead generation and awareness. Intent data helps bridge this gap by identifying real buyer signals and engagement patterns, allowing both teams to work from the same insights. When sales and marketing align around intent, they can prioritize the right accounts, engage buyers at the right time, improve collaboration, and drive more efficient pipeline growth and conversion outcomes.

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