Intent ≠ Readiness.
Weight Signals Until They’re Actionable.
Topic surges create false positives—students, job seekers, and low-intent research. We weight signals by source reliability and buyer-fit so activation happens only when the window is truly open. We implement this as CRM fields, routing rules, and a weighting rubric—so the system behaves consistently.
PLATFORM ON (6sense / Demandbase)
- Thresholds configured in platform; reason codes enforced in CRM
- Suppress existing opps/customers to avoid cycle conflict
- Reconcile 3rd-party intent with 1st-party proof (site/email)
- Write back "Readiness Stage" + Reason Codes to CRM workflows
PLATFORM OFF (CRM/MAP First)
- Build first-party readiness scores from web and meeting signals
- Add fit overlays (firmographic + technographic) to engagement
- Install SDR feedback loops to adjust weights weekly
- Create lightweight cohort baselines to validate scoring lift
The End of Premature Activation
Most stacks treat intent as a green light. That’s how you end up with SDRs calling noise while real buyers are buried in the same surge.
Activation = An account crosses a threshold within a defined window (e.g., 14 days) + has a Reason Code + a Next-Best Action.
// REASON_CODE_SAMPLES
| Code | Trigger | Next Step |
|---|---|---|
| RC12 | Pricing + ROI Asset (14d) | Send Implementation Plan |
| RC07 | 2+ Roles + Demo (10d) | Book Intro + Multi-thread |
Activation Governance
Recency Windows + Decay
Every signal has a half-life. Yesterday’s pricing visit matters; last quarter’s webinar doesn’t. Decay keeps SDR actions current.
VIEW PROTOCOL →Buying-Committee Momentum
Score jumps when multiple roles engage within 10 days—because single-thread interest rarely closes.
VIEW PROTOCOL →Source Reliability Weights
First-party actions outweigh co-op surges. Third-party intent is directional; first-party evidence is dispositive.
VIEW PROTOCOL →Negative Filters + Suppression
Careers, competitors, and active opportunities reduce or block activation so Sales doesn’t waste cycles.
VIEW PROTOCOL →Activation Threshold Governance
Central rules define what triggers SDR routing or sequencing—sharing one definition of “ready.”
VIEW PROTOCOL →The Readiness Rubric (What Triggers Action)
We install the infrastructure required to turn raw surges into actionable sales sprints.