In this episode of GTM Crossroads, the hosts discuss various topics related to sales, marketing, and the evolving landscape of intent data. They explore the importance of community in go-to-market strategies, the role of RevOps, and the complexities of capturing and analyzing intent signals.

The conversation delves into the challenges of attribution in intent data, the distinction between demand capture and demand generation, and the significance of understanding the buyer's journey. The hosts emphasize the need for alignment within organizations and the importance of creating valuable content to engage customers effectively.

Chapters:

• Weekly Highlights and Industry Trends - 00:19
• The Role of Community in Go-To-Market Strategies - 03:09
• The Growing Importance of RevOps in Business Alignment - 06:27
• The Shift from Delight to Deliver in Customer Success - 06:26
• The Evolution of Buyer Intent and Its Impact on GTM - 08:49
• Breaking Down Intent Data and Its Different Types - 09:29
• How Companies Collect and Analyze Intent Data - 16:00
• The Debate Over Attribution and Intent Signal Value - 17:17
• Demand Capture vs Demand Generation in GTM - 23:11
• Challenges in Aligning Marketing and Sales with Intent Data - 24:07
• Why Investing in Intent Tools Doesn’t Work for Every Business - 30:50

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