The Winnability Gap
Most high-intent accounts never contact. Here’s how to find the ones that will.
Pipeline is harder to build than it was two years ago, even as intent signals and engagement remain strong. The problem is not a lack of activity — most programs are reaching accounts that appear active but are not structurally positioned to convert this cycle. This report defines the Winnability Gap, introduces a four-signal scoring model to identify accounts that will actually buy, and provides a portfolio framework to quantify the pipeline impact of closing it.
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