What predicts a close in marketing and advertising technology.
Fast, crowded, and marketers respond to marketing. Weight the funnel.
The argument
This is the one segment where marketing engagement genuinely predicts, because the buyers are marketers who open, click and convert on purpose and understand exactly what they are doing when they fill in a form. Cycles are short, procurement is light, and the account and person sides are closest to even of any pack. Intent is weighted up because the category is crowded and buyers comparison-shop hard. Pipeline history carries more weight than usual for a fast segment, because when a short cycle stalls it has usually lost rather than paused.
The weights
Published, because a score you cannot audit is a score nobody trusts.
62% of the score comes from what the company does, 38% from what named people do. Within each side, these are the shares.
Company signals
Person signals
See it against a real pipeline.
The demo loads with these weights. Move them and watch the deals reorder.