Outreach Fix: Flying blind? You can’t sell to people you can’t see

Every B2B team knows where their leads go after conversion. But what about before? Most teams have no single view of account activity in the early buyer journey – and that blind spot is costing them deals they never even knew they lost.

In this episode of The Outreach Fix, Sophie Ramsey and James McLarnon explore the data problem hiding at the top of the funnel. Where does meaningful audience data actually live before a lead exists? Why do most teams still can’t connect the dots across a long, multi-touch buying journey? And what would it actually take to fix it?

With data from Sopro’s 2026 State of Prospecting report, they break down why fragmented visibility leads to duplicate outreach, poor timing, and missed moments – and what teams should realistically try to unify first.

What you’ll learn:

• Where pre-conversion audience data actually lives
• Why 61% of teams aren’t covering their full TAM
• How fragmented data leads to duplicate outreach and poor timing
• Why only 44% of teams route intent signals to sales
• What a realistic single view of account activity looks like
• How far smaller teams should go before complexity outweighs the benefit

Key takeaways:

• Most B2B teams have full visibility after conversion and almost none before it. That blind spot isn’t a minor gap, it’s where deals quietly disappear before anyone knows they existed.
• 61% of teams aren’t covering their full TAM. If you can’t see most of your addressable market, you’re not missing edge cases, you’re missing most of the opportunity.
• Fragmented data doesn’t just create inefficiency, it actively damages the buyer experience. Duplicate outreach and poor timing are symptoms of teams working from different, disconnected pictures of the same account.
• Only 44% of teams route intent signals to sales. Marketing can spot a buying signal, but if it never reaches the people having the conversation, it never becomes revenue.
• Unifying data doesn’t mean chasing a perfect single view. For most teams, especially smaller ones, the goal is connecting the data that matters most, not everything, before added complexity outweighs the benefit.