Most sales teams invest in intelligence, but many miss a crucial piece: Buyer Intelligence. Discover why understanding the human buyer’s personality and motivations is the key to completing your Sales Intelligence stack, boosting pipeline by 109%, and accelerating deal closures by 36%.
In the race to hit quota, most sales teams are stepping up their investment in intelligence. Yet many are operating with an incomplete toolkit. It’s like a master chef trying to create a gourmet meal while missing one of the five basic tastes, they can cook, but they can’t achieve true excellence.
A truly effective Sales Intelligence (SI) strategy is not about a single tool. A powerful way to conceptualize a wholesome SI stack is by looking at the four key actors in any pursuit: the Seller, the Account, the Deal, and the Buyer. A weakness in any one of these areas leaves your team running with a blind spot.
The Four Pillars of a Complete Sales Intelligence Stack
To achieve a full 360° view, a modern sales team needs to draw from four distinct quadrants of intelligence. While many leading platforms offer features that touch on all these areas, each pillar has a distinct center of gravity.
1. Seller Intelligence: This is about understanding your own team’s activities. Are they following the sales methodology? Have they identified the customer’s pain points correctly? Tools like Gong and Chorus provide this critical internal visibility.
2. Account Intelligence: This covers intelligence about the company you’re selling to. Do they have a need you can solve? What are their strategic priorities? This is the domain of tools from ZoomInfo, Salesforce, and Databook.
3. Deal Intelligence: This pillar provides an overview of an opportunity’s health and progression, answering the question, “What is the current status of this deal?”
4. Buyer Intelligence: This is the pillar where most organizations have a gap. Buyer Intelligence goes beyond the company and the deal to focus on the human buyer, their personality, motivations, and communication style. This is especially critical in complex enterprise deals where trust and human relationships are paramount.
The Impact Of The Missing Piece
For years, deep Buyer Intelligence wasn’t available at scale. Humantic AI pioneered this space and has demonstrated that adding this fourth pillar is what truly moves the needle.
The proof is in the results. Gartner notes that interactions helping buyers feel more confident provide a 30% lift in high-quality deals. When teams complete their SI stack with Humantic AI’s Buyer Intelligence, they see measurable results, including:
- A 109% average increase in pipeline.
- A 16.2% average boost in closed/won revenue.
- 36% faster deal closures.
Intelligence Isn’t a Choice: It’s Cumulative
When building your Sales Intelligence stack, it’s crucial to think differently. Amarpreet Kalkat, Founder of Humantic AI, writes, “Just as reading one book does not remove the learnings from the previous book from your mind, you don’t have to skip one kind of intelligence just because you have adopted another.”
The goal is not to replace your existing tools, but to complete the picture. A partial Sales Intelligence strategy will always yield partial results. To win, your team needs the complete 360° view, and that is impossible without understanding the buyer.
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