Insights
Field notes on buying intent
Plain-spoken guides on qualifying leads, scoring pipeline and telling a real buyer from a browser. No gated PDFs.
Lead qualification frameworks explained: BANT, CHAMP and MEDDIC
A plain-English comparison of the three qualification frameworks most B2B teams use, what each one actually asks, and how to choose the right fit for your deal size and sales cycle.
9 min read · September 2026
How to write an ideal customer profile that filters, not flatters
Most ICPs describe the customer a company wishes it had. Here is how to build one from evidence you already hold, including the exclusion criteria most teams forget.
7 min read · August 2026
Buying-intent signals: what they are, where they come from, and how to weight them
First-party, second-party and third-party intent data explained — plus a simple weighting approach that keeps your scoring honest.
8 min read · July 2026
The real cost of an unqualified lead
Bad leads cost more than the hour wasted on the call. A practical way to work out what yours cost, and what changes when you count it.
6 min read · June 2026
Twelve discovery questions that actually qualify a lead
The questions we ask in a vetting conversation, why each one is worded the way it is, and the answers that should stop a lead progressing.
7 min read · May 2026