Moving Beyond Signal Tracking to Trusted Decision Intelligence

As B2B companies, we invest massive amounts of money and resources into collecting signals about our buyers' journeys. We subscribe to intent data providers, deploy website visitor tracking, and leverage tracking signal technologies to refine our insights. We score leads based on activities, utilize signal tracking to monitor engagement patterns, and ingest data from a dizzying array of sources. The logic seems sound – the more signals we collect, the better positioned we'll be to identify the right buyers at the right time.

But there's a fundamental flaw with this assumption: Simply collecting signals is not enough. We need a way to analyze and make decisions based on those signals using AI decision intelligence. Otherwise, we're just creating more noise and complexity in our sales and marketing funnels.

Today, the typical B2B company likely has over a dozen different signal sources feeding into various systems. However, without leveraging artificial intelligence in business decision making, most companies struggle to derive actionable insights from this data. Virtually none of these companies are systematically measuring the outcomes and effectiveness of each signal source. This is where decision intelligence becomes critical—without this closed-loop analysis, we have no way of knowing which signals truly matter and which are just costly distractions.

This black box around signal effectiveness has led to catastrophic inefficiency and waste. According to industry analysts, B2B companies spend 60-80% of their marketing budgets simply generating more signals through programs, advertising, data subscriptions, and headcount. Without leveraging business intelligence decision making, these efforts often lack strategic direction. But we soldier on buying more data, running more campaigns, and hiring more reps – all without a clear understanding of what's actually working.

At iCustomer, we've built a GTM Decision Intelligence platform designed to finally shed light on signal effectiveness. Our solution tracks all signals the same way across the entire go-to-market, removing the disconnect between "inbound" and "outbound" data. We then apply machine learning to map signals to real-world outcomes like pipeline generation, sales velocity, and bookings.

With this elevated Decision Intelligence, customers can:

1. Understand which specific signals correlate with desired outcomes 

2. Identify the true ROI of different signal sources and providers

3. Optimize investment mix by doubling down on productive signals

4. Tailor signal strategies for different segments, geos, and products

5. Dramatically increase sales productivity and marketing efficiency

The signals that indicate buying intent for an enterprise customer in North America are certainly different than those for an SMB buyer in APAC. Our GTM Decision Intelligence surfaces these nuances, allowing for highly targeted and ROI-optimized strategies.

In the era of AI and machine learning, there's no reason B2B companies should be flying blind on expensive signals. It's time we move beyond simply collecting data to actually utilize it for intelligent decision-making across the go-to-market. That's the power of true Decision Intelligence.

FAQs about Signal Tracking to Trusted Decision Intelligence

What is Decision Intelligence?

Decision Intelligence uses AI, machine learning, and data analytics to improve business decisions. It looks at different data sources to find patterns, predict results, and make strategies better. In B2B marketing and sales, it helps companies make smart, strategic choices that boost efficiency and ROI.

How does Business Intelligence help in decision-making?

Business Intelligence (BI) analyzes lots of data to find trends, measure performance, and make informed decisions. It tracks signals like website visits, lead scoring, and intent data. This way, BI helps refine marketing, improve customer interaction, and increase revenue.

How does AI decision intelligence improve signal tracking in marketing?

AI decision intelligence uses advanced algorithms to sort through data. It connects signals to real-world results like pipeline growth and sales speed. This helps B2B companies focus on the most important signals and drive revenue.

Why is merely collecting signals insufficient for effective decision making?

Just collecting signals is not enough. Without careful analysis, these signals can overwhelm and complicate sales and marketing. Decision intelligence makes sure data is not just gathered but also analyzed well. This way, businesses know which signals lead to success and which are just noise.

How does decision intelligence optimize marketing budgets?

Decision intelligence tracks and measures each signal's effectiveness. This helps companies see the real ROI of their marketing. They can then focus their budgets on the most impactful channels, reducing waste and inefficiency.

What benefits does a GTM Decision Intelligence platform offer B2B companies?

A GTM Decision Intelligence platform brings together signal tracking from all marketing channels. It connects inbound and outbound data and uses machine learning to link signals to outcomes. This results in better lead scoring, more accurate targeting, and higher sales and marketing efficiency.