Gone are the days when volume-driven lead generation or broad campaigns could deliver consistent growth. Today, precision, personalization, and timing define success. At the center of this shift are intent data and account-based marketing (ABM) — tools that are transforming how marketing and sales align, how accounts are prioritized, and how companies grow.

The Business Case for Intent Data & ABM

SiriusDecisions and others have shown the numbers are hard to ignore:

• 36% of growth can be attributed to revenue alignment.
• 91% of marketers agree ABM accounts deliver higher ROI.
• 80% of sales leaders report higher closure rates with ABM accounts.

Organizations that prioritize intent data and ABM consistently report faster sales cycles, improved pipeline quality, and stronger customer retention. For CFOs, this translates into higher efficiency, less waste, and more predictable revenue — the very metrics that justify investment.