How and why awareness, confidence and trust drive GTM outcomes

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Every go-to-market leader is chasing higher close rates, larger deals and faster velocity. What if those outcomes aren’t simply the result of better product-market fit or sharper pricing strategy — but the causal effects of three deeply human psychological states?

Welcome to the world of ACT


Awareness.
Confidence.
Trust.
I’ve spent 15 years working with ACT data in jamaica cell phone database time-lagged causal models. My 2019 SXSW keynote was devoted to demonstrating how ACT causally drives deal velocity, conversion and expansion. The evidence was ACT modeling helps you understand the weight of these factors and their time-lagged effects — giving you predictive visibility and operational leverage.

Dig deeper: Your GTM spend isn’t just an expense — it’s an asset


Time-lagged causality: Why attribution fails and ACT succeeds
ACT doesn’t just tell you what matters — it tells you when.

Awareness today may drive results six months from now.

Trust lost in Q1 may kill renewals in Q4.



Confidence built slowly over the years becomes a firewall against churn.
This time-lagged effect is why standard attribution tools underperform. They can’t explain why so many high-effort, high-cost campaigns yield zero impact — or why specific brand signals quietly produce exponential returns.