FOR CMO // VP MARKETING

You fund your competitor's targeting.

The intent vendor pools your CRM signal with your competitors'. Both of you buy the graph back. Every dollar you spend strengthens the auction that's bid against you.

Scan Your SiteTrack 1 Methodology
CAC Subsidization
6sense

▸ You pay

$85,000 / yr

annual contract

▸ You contribute

visitor identity · CRM contacts · pipeline data

into a graph 340 companies query

▸ Annualized at risk

$130K – $175K

1.8× contract value · range reflects confidence

Track 01 · CalculableReversible
How we calculate this
01 // THE HOOK QUESTION

Why does an intent-data vendor need your CRM data to deliver intent data to you?

Because their product is the same graph your competitors fund. Which means you and your competitor are co-subsidizing the bid war that raises your CAC.
BLACKOUT://EXTRACTION-LOOP/TRACELIVE
[step 1] Vendor pulls your visitor identity + your CRM contacts + your pipeline data
[step 2] Pools with your competitors' data in the same graph
[step 3] Sells the graph back to you as “intent data”
[step 4] Sells the same graph to your competitors as “intent data”
[step 5] When an account researches your category, all subscribers get notified
[step 6] All bid for the same Google keywords, LinkedIn audiences, SDR calls
● Your CAC rises. The vendor wins. The bid war is the product.
Every dollar the cohort spends with the vendor strengthens the graph for everyone. Your $85K strengthens the mechanism that's raising your CAC.
Vendor: 6sense · Cohort: 340 customer companiesSymmetric subsidization
02 // THE AUCTION

You're paying to enable an auction against yourself.

The moment your prospect's interest becomes legible to the market, every competitor bids it up. You used to have a quiet head start. The graph killed it.

You can't stop without your competitors stopping. They won't stop because they're locked in the same trap. Someone has to break the loop.

▸ Your high-intent visitor

→ Your CAC to acquire this visitor: $847
→ Vendor identifies the account, pushes signal to the graph
→ Cost for your competitor to query that signal: $0.12
→ Competitor outbound reaches the prospect within hours

▸ Asymmetric extraction

7,058×

cost-of-acquisition gap

Per visitor. Compounding daily across your entire pipeline.

03 // THE MATH

For every major intent vendor, a number you can defend.

Per the methodology's worked example: $40M ARR B2B SaaS, 50K monthly visitors, 6sense at $85K/year contract. Your numbers will vary. Every input is overridable.

Annual contract

$85K

What you pay 6sense per year

Raw data access value

$318K

Browser identity + CRM contacts + pipeline

Annualized at risk

$130K – $175K

After 60% competitive cap + confidence band

▸ One vendor. One year. Multiple times your contract.

Now multiply across your stack. Every aggregator-model vendor — Bombora, Demandbase, Apollo, Clearbit, ZoomInfo — works the same way. The methodology calculates each one independently and aggregates with a 1.3× cap on cross-vendor correlation.

04 // THE BOUNDARY

Keep the signal. Kill the leak.

Don't rip out your stack. Strip the identity exfil at the boundary. The vendor receives a 200 OK. Downstream services are validated per vendor in monitor mode before enforce.
What stays
  • Lead capture and form tracking
  • Attribution and campaign analytics
  • Aggregated intent surge signals
  • ABM account scoring API
  • Cross-channel campaign measurement
  • Conversion event firing
What stops
  • Visitor identity exfil pre-consent
  • Account fingerprinting for graph contribution
  • CRM-derived signal pooling with competitors
  • Pipeline data leaving on undisclosed beacons
  • Consent-bypass tracking persistence
  • Subprocessor handoffs you never approved

The vendor keeps working. The extraction stops.

▸ Reversible per-vendor · No code changes · No CDN swap

Break the loop. Keep your CAC.

Run a scan. See every aggregator vendor on your site, what each one extracts, and the dollar at risk per vendor.

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