Why go-to-market teams need a market intelligence solution

Chapter 1

1 minutes

Why go-to-market teams need a market intelligence solution

Facing reduced budget and headcount, marketers today must focus on efficiently growing revenue. “Growth at all costs is simply no longer being rewarded,” shares Bogomil Balkansky, Partner at Sequoia Capital. But, having to do more with less doesn’t mean that marketers can forego investments in their tech stacks. The right stack is necessary to drive efficient growth in any economic climate.

The first step in establishing a scalable tech stack is creating a strong data foundation with a market intelligence solution. Building a data foundation with automatic, accurate, and fresh data enables go-to-market teams to identify and segment their audience, score and route leads correctly, and personalize the buyer journey.

Kevin Tate data foundation quote

A market intelligence solution enables go-to-market teams to create a successful data foundation by providing fit data (firmographic, demographic, and technographic) and intent data. This data is then used to create, capture, and convert demand at scale.

While it’s clear that market intelligence software is extremely valuable, choosing the right one isn’t always easy. According to the MartechMap, there are over 200 solutions in the audience/marketing data and data enhancement category. With hundreds of options, it can be overwhelming to identify which solution is the best fit for your business.

That’s why we put together this buyer’s guide. Read on for best practices on selecting a market intelligence solution that enables you to identify and convert your most valuable customers, including how to:

  • Define your goals and conduct vendor research
  • Align on your business and technology requirements
  • Identify the right questions to ask market intelligence vendors

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