It’s easy to assume that someone engaging with your content is automatically ready to buy. But here’s the catch, not all interest equals buying intent. And if your team is treating every click, download, or visit the same way, you’re likely wasting time and budget on leads that just aren’t

Sales and marketing teams have always chased the same goal: finding the right prospects, at the right time, with the right message. But here’s the reality — traditional funnels can’t keep up with how buyers actually behave today. Buyers are in control. They self-educate. They switch channels. They ghost for

In any given market, only a tiny fraction of buyers are actually ready to buy — roughly 3%. The rest are either not looking, not aware, or not convinced. But that 3%? That’s where your revenue is hiding. And most go-to-market teams are missing them. The question isn’t how do