Introduction About 85% of all the stuff within the entire universe—we’re talking everything from planets, galaxies and even outer space itself—is made up of something that we can’t see and experts aren’t even close to understanding yet. It’s everywhere, floating around you, even floating through you. It’s called dark matter, and it plays such an important role in our We call it the Dark Funnel™. It’s a ghostly data-realm packed with existence, some astronomers say it’s “the glue that holds galaxies buyer intent information that revenue teams historically haven’t been together.” able to access. And this invisible data is great data, the kind that Account-based revenue teams experience a similarly spooky, rapidly moves accounts through the sales funnel. It often includes invisible and super-influential force every day, too. And like dark invaluable intel from digital sources such as: matter, this force often defies understanding, baffles even the saltiest • Industry publications • Influencer outlets professionals, and when ignored—and it often is—can threaten a deal • Blogs • Product review sites like faster than you can say, “Houston, we have a problem.” • Social networks G2 and TrustRadius • And more 3