Intentsify has launched QuantumDemand, a platform built to score entire buying committees instead of individual leads. The product introduces the Quantum Index, a readiness score for a whole buying group, and pushes enterprise marketing and sales teams to report on Marketing Qualified Accounts rather than the individual-contact Marketing Qualified Lead that has anchored B2B pipeline reporting for two decades. It runs on Intentsify’s existing Identity Graph and Knowledge Graph, which resolve buyer identity and connect buyers to the solutions, behaviors and intent signals they are engaging with. “Enterprise buying decisions have never been made by individuals,” said Marc Laplante, Intentsify’s CEO and co-founder, in the company’s announcement. “They’re made by buying groups.”
The shift matters because the MQL was never built for how enterprise software actually gets bought. Intentsify’s own research puts the average B2B buying committee at 10 stakeholders today, up from 6.8 a year earlier, with buyer journeys stretching from 211 to 272 days and 81% of that journey happening before a deal ever reaches a formal sales pipeline. A funnel model that scores one contact at a time cannot see most of that activity, which is exactly the gap a wave of AI-native marketing platforms has been racing to fill this year.
The harder question for marketing leaders is not whether buying-group measurement is more accurate than lead scoring, it clearly is closer to how enterprise deals form, but whether replacing MQLs with MQAs as a reporting standard will survive contact with a sales organization’s existing comp plans and CRM fields. Revenue operations teams already retooling their stacks around unified customer data are the likeliest early adopters, since they are rebuilding the plumbing anyway. Teams still running lead-stage reporting built around individual MQLs should treat this less as a product to buy immediately and more as a preview of the metric their CRO will eventually ask them to report against.
Source: Intentsify
