Research: B2B revenue teams prioritize volume over data accuracy in buyer signaling
A study of 526 B2B leaders by Pipeline360 reveals that sales and marketing teams frequently act on buyer signals they openly distrust to meet performance targets.
Pipeline360 has released the 'Trusted Demand' report, which highlights a disconnect between the data B2B revenue teams utilize and their actual confidence in that data. The study, surveying 526 marketing and sales leaders across five countries, found that teams consistently act on metrics they identify as unreliable.
Data shows that 43% of teams prioritize email engagement for lead qualification, while only 25% report full trust in the signal. A similar trend appears with webinar attendance, which is widely used despite low confidence ratings. Pipeline360 CMO Matt Hummel attributed this to the pressure of short-term revenue cycles, noting that teams often use available data simply because it is accessible, rather than reliable.
High-performing organizations, however, appear to mitigate this risk by triangulating multiple signals rather than relying on isolated data points. The research also highlights persistent misalignment between marketing and sales departments regarding what constitutes a qualified signal, noting that only 40% of organizations possess visibility across the entire buying group.
The report concludes that increasing data sources will not resolve these issues; instead, companies must reach a consensus on which metrics provide actual value.