Live Webinar · Winnable Accounts Series
Attention Isn’t Intent. And It’s Costing You Pipeline.
June 4, 2026
12:00 PM ET / 9:00 AM PT
45mins
Your dashboards are green. Your intent scores are firing. So why won’t pipeline move?
Because most intent data doesn’t measure buying readiness. It measures attention. And when you treat one as the other, you’re building your entire targeting model on false signals. The accounts that look hottest aren’t necessarily winnable. And the ones that will convert? They might not even be on your radar.
THE PROBLEM
You’ve never had more data.
You’ve never been more misled by it.
Somewhere along the way, B2B marketing made a quiet assumption: that if an account was researching your category, they were ready to buy. Intent data made that assumption feel scientific. And now it’s quietly destroying your pipeline.
Here’s the reality most teams haven’t fully confronted:
Someone researching your category might be six months out from a decision (or just educating themselves with no buying cycle in sight).
The same intent signals that fire for you fire for every one of your competitors. You’re not getting there first. You’re arriving at a crowded table, at the same time as everyone else.
When you treat attention like intent, Sales follows up on accounts that aren’t ready. Trust breaks down. Lists get questioned. Pipeline stalls.
of intent signals actually convert to real buying opportunities. The other 74%? Noise that looks like demand.
more outreach hits the same accounts when intent signals are shared across vendors, with zero differentiation advantage for anyone.
in pipeline from chasing accounts that looked active, then went cold the moment Sales reached out. Activity without propensity is just noise.
The problem isn’t your execution. It’s not your creative, your sequences, or your follow-up cadence. It’s the targeting model underneath all of it and the false signal it’s built on.
WHAT YOU’LL LEARN
Leave with a framework that tells you which accounts are actually worth your time, and which ones just look that way.
Most targeting models can’t distinguish between an account that’s researching your category and one that’s positioned to buy. That’s where budget disappears. This session gives you the mental model to tell them apart, and the practical framework to act on both.
Why attention ≠ intent and why the confusion is expensive
Research behavior is not linear. Buyers explore categories, evaluate competitors, and read content for months before they’re anywhere near a decision. Most intent platforms surface the same accounts to every vendor at the same time. Being first means nothing when everyone arrives together.
What actually makes an account winnable
Winnability requires two things working in combination: propensity (who is structurally likely to buy, based on tech stack, firmographics, and competitive landscape) and in-market signals (who is actively showing buying behavior right now). One without the other produces wasted effort or missed timing.
How to use intent data correctly: as a timing signal, not a targeting definition
Intent data is valuable but only when it plays the right role. Propensity should define the list: who belongs in your ICP and has the structural conditions to buy. Intent should define the moment: when to engage. Flipping those two will change your hit rate immediately.
How to give Sales a clear, confident answer to “why this account, why now?”
When marketing targets based on winnability, Sales stops questioning the list and starts working it. Alignment improves not because of culture, but because the signal actually holds up.
SOUND FAMILIAR?
If any of this describes your program right now, this session was built for you.
These aren’t edge cases. They’re the default outcome when targeting is built on attention data instead of winnability.
“Our dashboards look healthy. Our pipeline doesn’t move.”
Engagement signals are firing. Activity is up. But when Sales follows up, buyers aren’t ready to convert. You’ve optimized the inputs. The outputs don’t follow.
“We’re investing in intent data but can’t defend the list to Sales.”
The accounts look active. But “they’re researching the category” isn’t a reason Sales trusts — and deep down, you know it. The credibility gap is real, and it’s getting worse every quarter.
“We keep optimizing the same programs without improving conversion.”
Better creative. Tighter sequences. More spend. The inputs keep improving. The conversion rate stays flat. That’s not a channel problem or a message problem — it’s a signal problem at the foundation.
YOUR SPEAKERS
The people who built the case you’re about to hear.
Leaders from DemandScience, GTM Fabric, and HG Insights — plus a GTM advisor who has operated on both sides of this problem, at scale. They’re not here to sell you a platform. They’re here to make the argument.
Partners: DemandScience (Host) · GTM Fabric (Strategic Partner) · HG Insights (Data Intelligence Partner)
Derek Schoettle
CEO, DemandScience
As CEO, Derek leads the overall strategy and direction of DemandScience. Prior to joining DemandScience, Derek was a Growth Partner at Great Hill Partners where he worked with portfolio companies to drive all aspects of their go-to-market initiatives. He also served as CEO of ZoomInfo after Great Hill invested in the company and oversaw its successful sale to DiscoverOrg in 2019. Other executive roles include being GM of the IBM Watson & Cloud Data Division, CEO of Cloudant, Chairman of Dealfront, and a board member at Totango, a leading customer success platform provider.
Jason Chapman
COO, GTM Fabric
Jason Chapman is the COO and Co-Founder of GTM Fabric, which turns partner ecosystems into predictable pipeline engines by orchestrating expert networks, activation partners, and agentic workflows. He leads the company’s commercial strategy, partnership operations, and services-as-software delivery model.
Prior to GTM Fabric, Jason held executive operating roles across Infor (SVP Commercial Strategy and Operations, incl. Ecosystem Partnerships), Skillsoft (SVP Global GTM Operations), SAP (Global Head of Demand Management, COO for North America’s Customer Innovation Office, VP Corporate Strategy for the Americas and Asia Pacific). He previously served as a Principal at Bain & Company in Boston and Amsterdam, leading growth strategy and M&A engagements for global technology, media, and telecom clients.
Jason holds an MBA from the MIT Sloan School of Management and BAs in Computer Science and Japanese from Williams College. He is originally from Alaska, but now resides in New Jersey with his partner and their blended family of five children.
Rohini Kasturi
CEO, HG Insights
Rohini Kasturi is a distinguished C-Suite executive, board member, and trusted advisor to numerous private equity and venture capital firms. An alumnus of Harvard and Stanford, he has profoundly impacted the growth trajectories of various public, private, and venture-backed companies.
His pioneering efforts in the hybrid cloud market since early 2010, coupled with his expertise in scaling SaaS businesses in data, security, and more, have solidified his reputation as a respected leader and trusted advisor, and earned him numerous accolades and over 20 patents.
Kasturi was pivotal as EVP and Chief Product Officer at SolarWinds, a renowned IT management software company. He managed product development, engineering, product marketing, strategic alliances, portfolio management, and several other functions, transforming the company’s structure towards a Platform model and achieving remarkable year-over-year growth in key business metrics.
His professional journey includes a significant tenure at Pulse Secure as the Chief Product and Development Officer. Here, he doubled the company’s bookings by innovating the Zero-Trust Security Portfolio and played a critical role in its acquisition by Ivanti. Before this, as the VP/GM of Cloud and Data Management business unit at Veritas Technologies, he launched the first multi-cloud data and information management SaaS platform, demonstrating his forward-thinking approach. He is also the founder/CEO of Avni.io, a venture in cloud virtualization technology, which Veritas later acquired.
With more than two decades of technical achievement and business acumen in the B2B tech industry, Rohini Kasturi continues to foster leadership through empathy and accountability, and to drive innovation across SaaS, cloud, data analytics, and AI/Agentic technologies.
Mark Wheeler
GTM Advisor
Former CMO at Storyblok and LeanIX (acquired by SAP).
Mark Wheeler is a GTM advisor and former CMO at Storyblok and LeanIX (acquired by SAP), with earlier senior marketing leadership roles at Nutanix, Sitecore and EMC. He helps enterprise software companies focus their go-to-market on accounts where fit and timing align, using propensity modelling alongside intent signals to lift win rates and pipeline predictability – an approach that helped take LeanIX from around 500 to 1,300+ customers ahead of its SAP acquisition. A three-time Global Top 100 B2B CMO, Mark has grown global teams across the Americas, EMEA, and APAC.
Your targeting model has a blind spot.
This session shows you exactly where it is.
If you’re using intent data to define who to target, rather than when to engage the right accounts, you’re generating activity that won’t convert. This session shows you the difference between attention and intent, what makes an account genuinely winnable, and how to rebuild your targeting logic around signals that hold up when Sales picks up the phone.
June 4, 2026
12:00 PM ET / 9:00 AM PT
45mins