FAQ
Understanding Behavioral IntelligenceStarts Here.
Whether you’re evaluating MARCO or exploring Behavioral Intelligence for the first time, these are the questions we hear most often from enterprise revenue leaders.
How is Behavioral Intelligence different from conversation intelligence like Gong?
Conversation intelligence tells you what was said in a call. Behavioral Intelligence looks at everything happening across the whole opportunity — calls, email, stakeholders, milestones — and compares it against how your organization’s won deals progressed, to tell you whether this one is actually on track and what to do about it.
How is it different from forecasting tools like Clari?
Forecasting tools estimate the number from CRM fields and rep input. MARCO grounds the prediction in observable buyer behavior — and shows the evidence, so a Confidence Score is something you can inspect rather than something you have to trust.
Why wouldn’t an incumbent just build this?
Because the product isn’t a feature — it’s a company-specific behavioral model that learns continuously from your history and your live deals. Incumbent platforms are architected around seller activity; MARCO is architected around buyer behavior. We’ve written up the full answer in How MARCO Works.
Do we need to replace our CRM?
No. MARCO sits above your existing stack as the intelligence layer. Your CRM remains the system of record; your communication platforms remain the systems of engagement.
How much history do you need?
The model gets sharper with more Closed Won and Closed Lost opportunities to learn from, but there’s no hard minimum — we’ll look at your data footprint together during scoping and tell you honestly what to expect.
How long does implementation take?
Connecting sources takes days, not months, because MARCO reads history you already have. Timelines vary with data volume and the number of systems — we’ll map a realistic one for your environment during the demo.
Is our data used to train models for other companies?
No. Each organization’s Behavioral Buying Journey is built exclusively from its own history. See our security page for the full posture.
Who is MARCO for?
Enterprise B2B revenue teams — organizations with multi-stakeholder deals and sales cycles measured in months, where reading the buyer correctly is the difference between won and lost.