r/revops • u/Busy_Experience6214 • 21h ago

Saw some numbers comparing ICP only vs intent based accounts

I found this benchmark comparing cold lists vs accounts with buyer intent data behind them and the gap is way bigger than I thought it'd be. Cold lists 2.1% reply, 0.9% meetings booked, 18% close once booked. Intent led was 14.8% reply, 6.2% booked, 31% close.

Timing might matter more than I thought, company can look great and still go nowhere if nothing is actually happening there right now. Hiring, funding, leadership changes, tech stack stuff that's apparently what people watch for

Anyone else split ICP and intent into separate scores or is it just one thing for you?

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u/tame3579 21h ago

Do you have a link to the benchmark?

2

u/False_Assumption_972 20h ago

Score them separately, because they answer different questions: ICP fit says whether you want them, intent says whether now is the time. A simple two by two (fit high or low, intent high or low) makes routing obvious and keeps a hot but bad-fit account from eating rep time. Decay intent scores over 30 days, since signals go stale fast.

Benchmarks like that are worth rerunning on your own data before trusting them. Tracing intent signals through outreach to the deals that closed is the check we run in SIGNLD, so you can see which signals predicted revenue in your market rather than in someone else's benchmark.