Market
Market — generate & capture demand
Turn anonymous interest into qualified pipeline. Capture leads, score them explainably, run outreach and campaigns, build dynamic audiences, and read real buying intent — all on the single record your sellers close and your CSMs renew.
Everything below lives under the Market workspace in the left rail. Because Muntri runs on one record, a lead you capture here carries its full history forward — the same account and contact you enrich today are the ones you win and renew later. Nothing is re-keyed between tools.
The demand funnel
flowchart LR
V[Visitor] --> L[Lead] --> M[MQL] --> O[Opportunity]
classDef n fill:#ffffff,stroke:#2563eb,stroke-width:1.5px,color:#0B1024;
class V,L,M,O n;Website tracking stitches an anonymous visitor into a lead, scoring and intent qualify it into an MQL, and a sales-accepted lead converts into an Opportunity in Sell — one continuous chain, no hand-off gap.
At a glance
-
Fit + Intent scores, a grade, an MQL→SQL funnel, routing and speed-to-lead SLAs.
-
Autonomous prospecting — research, personalized outreach and qualification, within your guardrails.
-
Multi-step sequences and multi-channel campaigns with per-step performance and attribution.
-
Dynamic audiences from a rule builder — live preview, then enroll straight into a cadence.
-
Visits, clicks, scroll and forms — stitched from anonymous visitor to identified lead.
-
Real buying signals derived from first-party engagement, product usage, calls and web.
Leads & lead scoring
The lead workspace is a full working surface for the people and companies entering your funnel — not a list you triage once and forget.
Two explainable scores, plus a grade. Every lead carries two independent scores and a letter grade:
| Signal | What it measures | Built from |
|---|---|---|
| Fit | How well the lead matches your ideal customer profile | Firmographics, role, territory, enrichment |
| Intent | How actively they're engaging right now | Site visits, content, replies, campaign touches |
| Grade | A single combined read (A–D) for fast triage | Fit + Intent thresholds you set |
Both scores are explainable — open a lead and you can see the individual signals that pushed the number up or down, so a rep understands why a lead is hot, not just that it is. Scoring thresholds are configurable, so a hot lead means the same thing to everyone.
Capture. A form, an import, an SDR, or an anonymous visitor who identifies becomes a scored lead on the single record.
Enrich. Firmographic and contact data fill missing fields and sharpen the Fit score.
Route. Rules assign each lead by territory, segment, round-robin or score threshold — instantly.
Qualify. The lead moves new → MQL → sales-accepted → SQL; the funnel view shows conversion and drop-off at each step.
Speed-to-lead matters
Muntri tracks how long each lead waits for first contact against an SLA target and surfaces breaches, so a manager can act before a hot lead goes cold. AI also reviews inbound leads, drafts qualification notes, and recommends the next-best action.
SDR agents
SDR agents are autonomous agents that do the top-of-funnel prospecting an SDR would — at scale and around the clock.
-
Research
Pull together context on the account and contact before reaching out.
-
Personalize
Draft outreach tailored to the prospect, not a generic blast.
-
Qualify
Engage, capture responses, and score whether the lead is worth a seller's time.
All of this happens within guardrails you set — you decide whether the agent drafts for a human to approve (copilot) or sends within limits (autonomous), and high-impact actions can pause for approval. SDR agents share Muntri's agent framework; see the AI Agents overview for how autonomy modes and the approval queue work.
Cadences, sequences & campaigns
Cadences are structured, multi-step outreach sequences — a defined series of steps (email, call, task) with waits in between. Each step reports its own performance (opens, replies, meetings booked) so you can see which steps carry the sequence and prune the ones that don't.
Campaigns run across channels and are measured with multi-touch attribution, so credit is shared across every touch that influenced a deal — not just the first or last. Open a campaign to see its influenced pipeline and revenue.
ABM gives account-based motions their own surface — targeting named accounts, coordinating plays across the buying group, and tracking account-level engagement rather than isolated leads. It reads the same intent signals your sellers see.
Segments
Segments are dynamic audiences — living lists defined by rules, not static CSVs. Build a segment once and it stays current as records change.
Build a rule. Combine conditions on your data (lifecycle, score, industry, region, engagement…) in the rule builder.
Preview live. A running member count updates as you edit — you know the size before you save.
Inspect members. Open the members drawer to see exactly who qualifies right now, evaluated live.
Enroll to a cadence. Push the whole segment straight into a cadence in one action.
Always fresh
Because a segment is evaluated live, a contact who newly meets the rules joins automatically and one who no longer qualifies drops out — no manual list maintenance. Membership is owner-scoped, so reps only work the records they should.
Website engagement tracking
Drop one lightweight snippet on your site and Muntri captures how visitors actually behave — not just that a page loaded.
| Captured | Examples |
|---|---|
| Visits | Page views, sessions, referrers and UTMs |
| Clicks | CTAs, outbound links, downloads |
| Depth | Scroll depth and time on page |
| Forms | Form submissions captured as scored leads |
Visitor → lead stitching. An anonymous visitor is tracked by an ID. The moment they identify — submitting a form or signing up — their entire pre-identification journey (pages viewed, clicks, landing page, referrer, first-touch UTMs) is stitched onto the new lead and written to its timeline. So the very first conversation starts with the full story, not a blank record.
Any tenant self-serves this from Website → Tracking / Connect: mint a write-key, copy the snippet (or a guided install for WordPress, Webflow, Wix and Squarespace), and watch the Analytics tab for pageview trends, top pages, top clicks and form conversions.
Account intent signals
Intent signals surface which accounts are showing buying behavior, derived from your own first-party data — no third-party intent vendor required. Muntri reads four sources and turns them into ranked, deduplicated signals on the account:
-
Email engagement
Inbound buying language in replies and threads.
-
Product usage
Overage or near-limit usage that signals expansion readiness.
-
Call intent
Buying and competitor mentions detected in recorded conversations.
-
Web visits
Hot-page visits stitched visitor → lead → domain → account.
Signals appear on the account's Signals tab and roll into the Account Command Center so sellers act on real intent. They refresh automatically each night and can be recomputed on demand.
Related
- Once a lead is qualified it converts to a Contact, Account and Opportunity — see the Sell guide.
- Intent signals feed account scoring across Sell and Engage.
- For the full entity chain and attribution mechanics, see Revenue Lifecycle.