Quick timing is everything when it comes to closing deals, but your team may still be relying on lagging data that keeps them behind. That lag can cost you pipeline, conversion, and revenue.
Predictive intelligence changes the equation. By forecasting future company activity and surfacing real-time signals, GTM teams can act earlier and beat competitors to the deal.
In this blog, we’ll break down what predictive intelligence is, why it matters for your GTM team, and how you can use it to move faster, target smarter, and win more deals.
What is predictive intelligence?
Predictive intelligence uses AI and proprietary data to anticipate private company movements, such as funding rounds, growth, layoffs, and exits.
For your GTM team, this means you’re not just reacting to news — you’re staying a step ahead of it. Unlike traditional firmographic or intent data, predictive intelligence offers a forward-looking view of which companies are likely to raise funding, grow, or expand in the near future.
Why traditional GTM tactics no longer cut it
Lagging indicators lead to lost revenue. Too often, GTM teams rely on stale or backward-looking data to guide their outreach. By the time a company exhibits a standard growth or buying signal, competitors may already be in the door.
Take funding announcements, for example. When the news breaks about a new round of funding, GTM teams swarm, but it’s often too late. Budget decisions have already been made, and your competitors have already gotten their foot in the door. That means reps miss their window, and your marketing and outreach arrives too late.
Predictive intelligence flips this dynamic. By identifying future buying signals before they become public, it can help your GTM team be the first to seize a deal, boost efficiency, and drive higher conversion.
The data speaks for itself. Teams using Crunchbase’s predictive intelligence have seen a 30% increase in their closed won rates and have spent 75% less time on research.
Real-time signals your GTM team can act on today
Crunchbase’s predictive intelligence gives GTM teams foresight into private market activity, surfacing signals that indicate which companies are ready to fundraise, grow, or exit.
Here are just a few of the key signals your GTM team can use to stay ahead:
- Funding Predictions: Identify companies likely to raise capital soon, a strong indicator of budget availability and purchase readiness.
- Growth Predictions: Surface accounts poised for near-term expansion, ideal for outbound and account-based marketing efforts.
- Layoff Predictions: Flag companies showing early signs of decline, potential indicators of churn risk or budget constraints.
- Exit Predictions: Anticipate which companies are on the path to IPO, acquisition, or closure, helping you time outreach and manage risk.
By leveraging these predictive signals, your team can target high-potential accounts before competitors even know they exist — maximizing their chances of closing the deal.
How to use predictive intelligence across GTM workflows
Once you know what signals to look for, the next step is using them to guide action. Winning GTM teams don’t just watch the market — they anticipate it, applying predictive intelligence across key parts of their workflow.
Start with lead scoring. Instead of relying on the same standard data or recently announced activity as your competitors, scoring leads with forward-looking signals gives you a first-mover advantage. These signals can be pulled automatically into your CRM or lead scoring model to ensure reps focus where it matters most.
Then, refine your account prioritization. Double down on companies forecasted to raise capital or scale operations, and deprioritize those showing early signs of layoffs or stagnation. Predictive signals pinpoint these targets instantly, helping your team act earlier and with more precision.
Use these predictions to power campaign segmentation. Group accounts based on what they’re expected to do next, so messaging matches their anticipated behavior, not their past activity.
Finally, level up your outbound personalization. If a company is likely to raise capital, you can speak to the challenges that come with expansion, tailor your message to where they’re headed, and offer support before they get there — positioning your solution ahead of the competition.
Together, these strategies form the foundation of predictive GTM: a smarter, more effective, and forward-looking approach to go-to-market strategy.
Strengthen and automate GTM with Crunchbase
Whether teams are interested in a no-code platform with high-level signals or rich APIs to automate at scale, Crunchbase offers solutions that meet them where they work. For teams that prefer a no-code option, Crunchbase’s software delivers predictive signals through intuitive search, profiles, and alerts, with no integration required.
Meanwhile, the Crunchbase API is a powerful option for those looking to embed real-time predictions directly into their CRM, lead scoring model, or internal dashboard.
One example of the API in action is Clay’s targeting optimization. Clay is a prospecting automation platform that wanted to help users identify high-potential accounts earlier in the buyer journey, but struggled to move fast enough using traditional data signals.
With Crunchbase’s Funding Predictions integrated through the API, Clay now enables users to anticipate accounts with buying power before any funding is announced publicly. Armed with that foresight, Clay’s users can act earlier, tailor messaging to a company’s predicted trajectory, and get in front of decision-makers before competitors.
As Stefen Kollenberg, Data Partnerships Manager at Clay, explains, “Effective outreach needs to target the right audience at the right time. A lot of teams want to reach companies right before they raise funding to influence how it’s spent — but most just wait for the news. That isn’t fast or different enough. That’s why we’re partnering with Crunchbase, to bring signals like Funding Predictions into Clay’s marketplace. Alongside investor and acquisition data, we’re giving GTM teams something they haven’t had before: the chance to move earlier, act smarter, and stand out before the rest of the market even knows what’s coming. It’s the ultimate differentiator for go-to-market organizations.”
Sell first and win more with predictive intelligence
Predictive intelligence is the difference between closing the deal and missing it altogether.
With Crunchbase, your GTM team can act on what will happen, not what has happened. Instead of chasing static lists and lagging indicators, teams can prioritize high-fit accounts early, tailor outreach to future buyer behavior, and close deals faster and more often.
To go deeper, check out our GTM Playbook, a practical guide that builds on the strategies outlined here and shows exactly how leading teams are applying predictive intelligence across their workflows.
Ready to put it into practice? Talk to our team to learn how Crunchbase can help you move faster and win more.
