AI Buyer Intelligence
ARM’s evidence-led practice of mapping the questions, sources, proof, and conversion conditions that shape a high-value B2B buyer decision.
Living vocabulary · version 1.0
The AI Buyer Intelligence glossary.
Plain-language definitions for enterprise buying groups, intent and signal systems, agentic execution, and the evidence-led artifacts ARM uses. Terms describe an operating model—not guaranteed platform behavior or an external standard.
42 TERMS
Definition boundary. “ARM uses” identifies ARM Agency’s working definition. Other terms are common industry language with usage that may vary by company, vendor, or research context.
Buyer and revenue systems
Commercial contextHigh-ACV B2B
Business-to-business sales with high annual contract value or comparable strategic significance, typically involving extended evaluation and multiple stakeholders.
Commercial trigger
An event that gives buyer-intelligence work a decision date, such as a category move, launch, pipeline problem, competitive shift, transaction, or trust event.
Category creation
The work of defining and establishing a new market frame, buyer problem, comparison set, and language for an emerging type of solution.
Category redefinition
A deliberate change to how an existing market, problem, or alternative set is framed for buyers.
Product or feature launch
A commercial event that introduces a new offer or capability and creates fresh questions about fit, implementation, proof, and adoption.
Pipeline acceleration
Work intended to resolve specific evidence, stakeholder, or decision friction in active opportunities; it does not mean manufacturing urgency or guaranteeing velocity.
Competitive conquesting
A focused effort to win accounts considering a named competitor or status-quo alternative by addressing decision-relevant differences with supported evidence.
People and buying groups
Decision structureBuying committee
The group of stakeholders who influence, approve, evaluate, implement, use, or block a B2B purchase.
Buying group
The in-scope subset of people and roles involved in a particular decision. ARM does not assume a fixed committee size.
Champion
An internal stakeholder who actively supports the change and helps the buying group navigate evidence, consensus, and process.
Economic buyer
The person or governing group with authority over the budget and business outcome attached to a purchase.
Blocker
A stakeholder, requirement, or unresolved condition capable of delaying or preventing a decision.
Multithreading
Building relevant, role-aware relationships across multiple members of a buying group instead of relying on one contact.
Single-threaded deal risk
The exposure created when an opportunity depends on one relationship and lacks access to other decision makers, evaluators, or blockers.
Identity resolution
The process of connecting signals or records to the correct person, account, role, or organization while preserving uncertainty and privacy boundaries.
Signals and orchestration
Evidence inputsBuyer intent
Observed behavior that may indicate research or interest. Intent is a probabilistic signal, not proof that a person will buy.
Dark funnel
Buyer research and influence that occurs outside the seller’s directly attributable channels, including private conversations, communities, and unobserved content consumption.
Conversation intelligence
Structured analysis of approved call, meeting, or message data to identify questions, objections, commitments, and recurring themes.
Technographics
Information about the technologies an organization uses or may use. Coverage, freshness, and inference quality vary by source.
Product usage signal
An approved observation about product activity that may inform adoption, expansion, support, or risk analysis when interpreted in context.
Signal orchestration
The governed process of combining relevant signals, sources, conditions, and ownership into a usable decision workflow.
Account health score
A composite indicator derived from selected account signals. It is a decision aid whose inputs and limits should remain inspectable—not an objective statement of account truth.
High-intent threshold
A documented rule for when selected intent evidence warrants review or action. Crossing a threshold does not prove purchase intent.
Agentic execution
Governed actionAgentic execution
Software-led completion of bounded tasks under an explicit mandate, with defined inputs, permissions, stop conditions, and human accountability.
Agent-assisted content generation
Using AI to draft or transform approved source material into a defined content artifact subject to review and publication authority.
Closed-loop automation
A workflow that observes a defined signal, applies a rule, initiates an approved action, and records the result for review.
Mandate
The documented principal, objective, permission, resource, time, escalation, and revocation boundaries governing an agent or automated workflow.
Human-in-the-loop
A control pattern requiring a named person to review, approve, intervene in, or accept selected system actions.
Acceptance test
An observable condition used to decide whether a deliverable or action meets the agreed requirement.
ARM method and artifacts
Current offerCategory Presence Brief
ARM’s no-cost, human-reviewed fit assessment based on the category, buyer, trigger, alternatives, timing, and available evidence. It is not a public score or free audit.
AI Buyer Intelligence Sprint
ARM’s $12,500 fixed-scope, 15-business-day engagement producing four decision artifacts after fit and written scope acceptance.
Buyer conversation
A decision-relevant question tied to a buying stage, stakeholder, observation condition, and commercial owner.
Buyer Conversation Map
The Sprint artifact prioritizing 20–40 conversations across category inclusion, comparison, evaluation, objections, procurement, and validation.
Observation condition
The documented date, environment, question, market, account state, language, and other context needed to interpret an observation.
Source gap
A missing, weak, conflicting, inaccessible, or unsupported source condition relevant to a buyer question.
Shortlist / Source Gap Map
The Sprint artifact connecting buyer conversations to observed source patterns, alternatives, confidence gaps, and the minimum defensible action.
Proof surface
An owned or approved place where a buyer can inspect evidence about fit, implementation, security, integration, outcome, or another material claim.
Proof & Conversion Review
The Sprint review of whether an AI-referred or otherwise informed buyer can validate material claims and move through the relevant owned path.
90-Day Action Register
The Sprint artifact listing five to eight priority actions with named owners, dependencies, acceptance tests, and measures.
Evidence vs inference
ARM labels what a source directly supports separately from the interpretation or recommendation derived from it.
Buyer-validation path
The sequence of proof, product, implementation, security, service, and conversion surfaces a buyer may use to resolve a decision.
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