Profiles in Chaos - Why GTM Orchestration Needs a Brain

While still in Q2, may I ask – how is your GTM effort really doing?

Assuming, you ran 4 events in Q1 + Q2 combined meeting over 500 people, sent approximately 10,000+ emails, and your SDRs hit 2,000+ accounts across LinkedIn, calls, and webinars – you have literally touched thousands of prospects!

Now if I can request you to check your CRM. How many of them turned into “leads”? Likely, 10%. Maybe less.

I know you know that gap, and I hope you are not okay with it. Too often, we limit our strategy to what enters the CRM – nurture sequences, blog funnels, scripts. But what if we could go beyond that?

What if we could unlock the dormant value of prospects sitting just outside CRM walls? Many of those prospects are still researching, still hiring, still making decisions. They’ll convert – but only if you catch the signal in time.

These days, more and more marketing and sales teams we speak to are realizing that GTM needs a prospect data layer – a dedicated system that captures, enriches, and activates prospect profiles before they become CRM entries. Without it, it’s like keeping all your scouting reports, game-day footage, and back-end scribbles on sticky notes, while only updating the scoreboard when someone scores.

Or think of it this way: a prospect visits your pricing page, attends a webinar, or enters a buying role. For a brief window, they’re high-intent – your ICP. Like a pollinator in a garden, they bring potential. But if you don’t engage, they drift. The window closes.

We’ve also seen teams try to patch the gap – enrichment tools, CRMs, campaign builders, even clever Spreadsheet workarounds. But without a real-time system to orchestrate it all, remember past actions, and create new meaningful enrichment – things fall apart. Profiles get enriched repeatedly. Messaging overlaps. Attribution disappears.

What GTM needs isn’t more tools – it needs orchestration. A brain that knows who’s enriched, who’s active, and where not to waste time.

Some thought we elaborated upon on this thread:
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If you’re still wrestling with spreadsheet rows/columns, and half-baked syncs, can we show you a cleaner way? It’s time GTM had a system that thinks like your best rep – across all channels, all the time.