For a long time, data governance lived in the background of the business.

It sat inside IT. Sometimes legal. Occasionally security... It was something you needed for compliance audits, privacy policies, and system hygiene, but it rarely gets associated with pipeline creation or revenue performance. If anything, governance was seen as something that slowed go-to-market teams down. It was an approval layer or process hurdle that prevented a campaign from launching this week.

But that mental model was built for a very different GTM environment than the one enterprise revenue teams are operating in right now.

B2B deals don’t close because one contact engages, they close when an entire buying committee aligns. Yet most GTM systems still operate at the individual record level, leaving revenue teams blind to the relationships, roles, and signals that actually drive decisions.

Leadspace’s Buying Team Intelligence makes buying groups visible, measurable, and actionable by connecting people to roles, accounts, hierarchies, and real-time buying signals in a unified, living data graph.

The result: sales, marketing, and RevOps teams can identify who truly influences and approves decisions, prioritize accounts showing coordinated buying activity, and orchestrate multithreaded engagement based on how buyers actually buy rather than on how CRM records are structured.

Modern go-to-market teams are swimming in data – firmographics, technographics, intent signals, engagement scores, and countless enrichment sources.

But here’s the truth: more data doesn’t automatically make your business smarter. It often just makes it messier.

When multiple data vendors, enrichment tools, and APIs are all trying to update the same record, the result is chaos – inconsistent fields, conflicting values, duplicates, and manual clean-up that never ends.

That’s where waterfall logic becomes a game-changer.