What this is
Validate is a new section where identified accounts are reviewed to confirm whether they show genuine evidence of an active buying initiative before being handed to sales in Pursue. Every account identified in Identify enters the validation queue, where it's validated either automatically, based on configured scoring criteria, or manually, for example through outreach calls. Only a completed validation, not the score by itself, moves an account to Pursue.
This section includes a dashboard, account-level validation management, a market research workspace, and scoring settings.
Dashboard
The Dashboard ("Validate Demand") summarizes validation activity and outcomes for a selected date range, adjustable via Filters.
Validation Readiness
- Validation Ready Campaigns: current active campaigns with linked audiences, with a link to review active campaigns
- Validation Ready Accounts: accounts ready for validation, with a link to open Management
- Validator Contacts: not yet available in the current release
Validation Outcomes
Accounts are grouped into five outcome categories: Validated — Active / In-Market, Future Market, Not in Market / Invalidated, Unknown / Unable to Validate, and Not Started.
Management
Management is where the validation research plan is set, work is routed, and progress is reviewed.
Selecting a campaign from the top dropdown loads that campaign's associated research context.
Validation Accounts
The main working view within Management, for reviewing account evidence and recording the human validation finding for each account.
This table includes both active-campaign audiences and identified website visitors, and can be filtered by campaign or by website visits. Accounts that overlap across multiple campaigns appear in each one; the account population uses a 30-day website-activity lookback rather than a fixed waiting period. Existing human findings and validation work already completed are retained when the account list refreshes.
Each row shows:
- Account: name, domain, and a source tag
- Account Score: the account's current score
- Why Now: the evidence or reason the account is in the queue
- Validation: current validation status
- Initiative: current initiative status
- Next Step: the suggested next action
- Action: opens the account for review
Market Research
Market Research ("Your research day") is the workspace for people conducting manual validation research, such as outreach calls confirming whether an account has an active buying initiative.
Selecting a workspace and initiative loads that day's assigned work. The page tracks:
- Dials today and Conversations, compared against Pace relative to a configured daily target
- Current batch: the batch of accounts and contacts currently being worked; a new batch can be claimed or created once ready
- Need help: options to request more contacts or suggest changes
- A Yesterday vs today chart comparing dials and conversations day over day
Settings
Validate Settings holds scoring configuration across two tabs, Account Scoring and Contact Scoring, plus a separate Scoring mode page.
Account Scoring
Configures how accounts are prioritized for validation, using rules that score accounts on a 0–100 scale. For full details, see Custom Account Scoring in Propensity.
Contact Scoring
Defines rules for how contacts are classified as cold, warm, or hot based on engagement signals. For full details, see What is Custom Contact Scoring and how to use it.
Scoring mode
Sets the workspace's scoring mode, Simple or Advanced. Advanced scoring builds on the existing Simple baseline along with supported Advanced model behavior; changing the mode doesn't trigger a recalculation or start a background job.
This page also links out to Account models (scoring areas, matching rules, points, and weights) and Contact models (warmth rules, conditions, points, and activity windows), each opening the corresponding Account Scoring or Contact Scoring management screen.
An Apply account scoring card shows whether the saved account model is ready to be used for background scoring, based on whether its signal bindings and scoring permissions are available; saved settings are preserved regardless of readiness status.
Important Notes
- Editing account scoring rules doesn't immediately update existing scores. Scores update on that audience's next refresh (manual or automatic).
- Changing the workspace scoring mode doesn't trigger a recalculation. No background job runs automatically.
- Validation Ready Accounts can count the same account more than once if it's targeted in multiple campaigns, and reflects current targeting rather than accounts that became ready during the selected period.
- Outcome metrics on the Dashboard use the selected campaigns and reporting period, and may differ from the current Manual Validation total shown in Overview, which reflects the workspace's current state rather than a specific date range.
- A validation result doesn't confirm an account has been assigned to a seller. Check Pursue for the actual follow-up and assignment status.