From Intent to Impact: Building the Infrastructure for Buyer-First Growth

This week is about responding fast enough to matter.

The Funnel is Gone—Now What?

Last week, I said intent is the new funnel—and many of you echoed that it felt true. But a truth without action is just an observation. If the funnel no longer defines how we grow, the next strategic question is: what does?

Buyers today don’t move in clean lines. They zigzag, they pause, they accelerate—all based on timing, trust, and context. So if the goal is to meet them with relevance in those moments, then what’s missing for most teams isn’t intent data—it’s the infrastructure to act on it.

I call it “buyer-first infrastructure.” Not just tools. Not more tech debt. A system built to turn signals into value—automatically, cross-functionally, and fast.

And yes, AI plays a role. But the story is bigger than that.

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