ACT is not a sentiment model. It’s a causal, auditable, time-aware engine for GTM calibration, speed and scale. It doesn’t just explain the past. It lets you change the future, even as the future changes itself. 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 israel cell phone database 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 certain brand signals quietly produce exponential returns.
ACT vs. traditional pipeline logic
Traditional pipeline logic operates on correlation:
“We sent 5 emails, so they must be interested.”
“They attended a webinar, so they’re qualified.”
This isn’t evidence. It’s ritual.
Causal GTM reframes the question:
What increased ACT in this segment — and how long before that translated to revenue?
Once you begin thinking this way, you stop managing activity and start managing impact.