Who’s Ready for Intent Data? Intent data is most commonly used by It takes teams and leaders focused on growth companies that take an account-based and retention day in and day out to keep up marketing (ABM) approach to sales and with the ever-evolving needs of their target marketing. While it’s helpful to have high- personas. So who should hold the main velocity sales outreach and a well-oiled responsibility of optimizing their marketing marketing machine, intent data and ABM can and sales intelligence with intent data? be layered in with a traditional MQL waterfall model. Regardless of MarTech stack, intent Since it’s a team effort, let’s dive into a few roles. data can drive sales and marketing alignment and contribute to building quality pipeline. ThThe Big Book oe Big Book of Intf Intent ent 77