Attention Isn't Intent: And It's Costing You Pipeline

Your dashboards are green. Your intent scores are firing. So why won't pipeline move? Because intent data measures attention, not buying readiness. And when you treat one as the other, you're targeting accounts that look active but won't convert, and sending Sales in blind. Only 26% of intent signals convert to real opportunities. The problem isn't the data. It's how teams are using it. Derek Schoettle (CEO, DemandScience), Jason Chapman (COO, GTM Fabric), Rohini Kasturi (CEO, HG Insights), and Mark Wheeler (GTM Advisor, former CMO at LeanIX and Storyblok) break down exactly where the model breaks and what replaces it. What you'll take away: → Why intent is a timing signal, not a targeting definition — and why confusing the two is expensive → What actually makes an account winnable: propensity + fit, not activity spikes → How to read buying group signals before the window closes → How to give Sales a confident answer to "why this account, why now?" The fix isn't a better BDR script. It starts upstream. #B2BMarketing #IntentData #DemandGeneration #PipelineGrowth #DemandScience