Account intelligence is the information a sales or marketing team uses to understand a company as a buying account. It can combine firmographic data with the activity of known contacts, account-level engagement, scoring and other CRM context so the account can be assessed as a whole rather than person by person.

What account intelligence can include

Useful account intelligence may include company attributes, the people associated with the account, recent website activity, engagement across contacts, account scores and the underlying events behind those scores. The exact view depends on the data available and the sales process.

Account intelligence vs account scoring

Account scoring reduces selected fit and engagement data to a prioritization score. Account intelligence is the wider context behind that score. A rep may use the score to decide where to focus, then use the activity and account detail to understand why the account is being prioritized.

See also Account Scoring and SalesWings Interactions.