Evaluate the whole buying committee, not one lead at a time
A real deal moves on a buying group, and that group's signals are split across your marketing and your product. A champion building in the trial. A security manager reviewing your SOC 2 report. A budget owner who hasn't appeared yet. Seeing them as one group takes both who they are and how they behave, read together across every surface. Legacy scoring only adds points to a handful of actions, so it never reads the whole journey, and the committee never surfaces.
The same lens fixes both blind spots
Legacy lead scoring · counts actions
- Downloaded the "Architecting for scale" guide+10
- Attended the "Scaling event pipelines" webinar+15
- Viewed the pricing page 6 times+25
Routed to a rep as a lone contact.
Never sees her product usage, the engineer in the trial, or that no Economic Buyer has surfaced.
With Trailspark · reads the whole timeline
One account. Marketing and product activity, in sequence.
- Jun 22Priya Nair read the "Architecting for scale" guidemktg
- Jun 23Priya Nair attended the "Scaling event pipelines" webinarmktg
- Jun 24Priya Nair viewed the pricing page 6 timesmktg
- Jun 25Priya Nair heaviest product usage on the account, active 6 of 7 daysproduct
- Jun 27Sam Cole configured SSOproduct
- Jun 28Sam Cole connected the integrationproduct
resolves into one buying group
3 of 4 roles identified · 2 engaged · Economic Buyer missing · 86% confidence
- EngagedChampionPriya Nair · VP Platform
- EngagedTechnical EvaluatorSam Cole · Staff Engineer
- IdentifiedDecision MakerJ. Chen · VP Engineering · in CRM
- NeededEconomic Buyerno one on the committee yet
An exec sponsor engaging your scaling and pricing content while an engineer runs a live technical evaluation. Read together, this is an account with real propensity to buy.
High propensity, missing a role. Trailspark writes the gap to your CRM so sales and marketing can launch a play to bring Finance into the deal.
Legacy lead scoring · counts actions
- Downloaded a whitepaper+15
- Attended two webinars+30
- Opened the nurture track+20
Worked as HOT. An AE chases all week.
With Trailspark · reads the whole timeline
One contact. Marketing noise, no product behind it.
- Jun 19Casey Morgan downloaded a whitepapermktg
- Jun 22Casey Morgan attended two webinarsmktg
- Jun 26Casey Morgan opened the nurture trackmktg
No trial. No teammates. No product footprint anywhere on the account.
What each kind of platform sees
Marketing-automation scoring
Marketing engagement of known contacts
A lone MQL on the VP. The 3-person trial doesn't exist to it. No account, no context.
ABM / intent platform
Third-party intent topics + IP→company
“Someone at this company researched [topic].” None of the four real people; nothing to act on.
PQL / product-led tool
In-product usage only
3 separate trial users, each below threshold. No VP, no exec sponsor, no single account story.
Community-engagement platform
Community + multi-source signals as a feed
Bubbles the account up by signal volume. Reflects noise, not committee shape or ICP fit.
Trailspark
Product + marketing unified into one account-level buying group, scored in a single pass against a natural-language ICP learned from your closed-won
HIGH propensity, the full committee, plain-language reasoning, and which roles are still missing.
Why this is hard, and why bolted-on AI can't do it
The AI is the easy part. Trailspark builds the semantic layer that lets it reason consistently: the same person and company described differently in product analytics, marketing automation, and your CRM, resolved into one account-level timeline before anything is evaluated.
Identity has to be lossless, the input has to fit in a context window, and the evaluation has to be consistent. In our internal testing, the same signals produce the same score roughly nine times out of ten, always with a plain-language reason. That normalization happens before the model, not by the model.
And the model has to know when to look. New signals arrive constantly; most change nothing. Trailspark re-evaluates an account when something meaningful changes for it, not on a timer and not on every event. It's the plumbing, not the prompt, that lets a buying group surface as one account.
Same signals you already collect. A completely different thing to act on.
Today · scattered across your stack
3 trial users building, integrating, hitting limits
1 VP, whitepaper + webinar
more signals, never joined up
Different platforms, separate scores, no shared view of the account.
With Trailspark
- ChampionPriya Nair · VP Platform
- Technical EvaluatorSam Cole · Staff Engineer
- Decision MakerJ. Chen · VP Engineering
- ⚠Economic Buyermissing
An engineer runs a live technical evaluation while a VP-level champion engages your scaling and pricing content and a known decision maker re-engages in your CRM. No Economic Buyer yet; nurture Finance now to de-risk the close.
Same signals you already collect. A completely different thing to act on.