Sales and marketing leaders have reached a tipping point when it comes to using intent data, and they’re not looking back. The reason is clear: intent can provide massive amounts of data that reveal sales opportunities earlier than ever. The bad news? Intent data can be overwhelming if you don’t know how to use it. Once you get your hands on the right signals, how to best use them depends on your role: a sales development rep is going to use intent very differently than an account manager or someone in marketing operations. A recent ABM Benchmark survey found that, while the vast majority of marketers are incorporating intent data, only 18% were fully executing and measuring the impacts of their intent strategy. This guide is designed to show sales and marketing professionals how to get the intent signals that matter, and how to translate those signals into higher conversion and win rates.