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In this episode, Eric Gruber (Personal ABM CEO) speaks to Brian Shea (Principal at Lucrum Partners) on buyer-informed messaging, signal intelligence across the revenue lifecycle, and GTM system design and execution. Specifically, they discuss:

1. How intent (even at the person level) can be a revenue restraint and that deal discounting can be attributed to the fact that teams are using intent data and reacting to predefined needs. 

2. The lack of control that GTM teams have when intent is in the picture - as intent is too late -- and how getting in earlier with the right business shift/change and strategic priority signals can provide the control that GTM teams need.

3. What are the signals that should inform buyer messaging, content, stories and  the interactions that all teams have.

4. How the marketing and sales conversation needs to change to to engage buyers earlier based on the account situation - and the needed content, messaging and story shifts that will win meetings. 

5. How GTM teams can have greater control acoss the buyer's journey to advance the meeting and the account - and to close to the deal. You'll hear how to continue delivering the right content, messaging and account experiences to drive account progression.  

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