Complete buyer profiles at the account, buying center and contact level are critical. This starts with leveraging your ongoing 1st party data with a variety of 3rd party data to create profiles (or a full buyer data graph) - combining what you know about the customer with what the world knows about the customer - for better lead to account matching, classification/scoring, context and insights. And buying signals come from all kinds of systems with data that can be in all kinds of formats.