Buying-Committee Momentum
The engineering of Compounding Scores—applying exponential multipliers when multiple roles (e.g., Champion + EB) engage within the same window, signaling real deal velocity.
The Single-Thread Illusion
In enterprise B2B, a single contact clicking 100 times is often just "product research." But three different roles clicking 5 times each is a Buying Committee. Most scoring models fail to distinguish between these two behaviors. Without Momentum Multipliers, your SDRs waste their best hours chasing hyper-active practitioners while multi-threaded committee surges are buried in the mid-score noise.
Detection Gaps
- Missed Sprints: Failing to alert Sales when a cross-functional evaluation has clearly begun.
- False Positives: Over-weighting single-threaded accounts where there is zero budget-holder awareness.
- Inaccurate Forecasting: Treating "Account Engagement" as a proxy for "Deal Readiness" without measuring committee density.
The Compounding Logic
Rule: Momentum is non-linear. Your scoring must reflect the network effect of a committee.
Environment Implementation
6sense / Demandbase ON
We configure Persona-Based Intensity Rules. We ensure the platform doesn't just look at aggregate account scores, but specifically triggers "Priority High" alerts when 2+ distinct persona tiers (e.g., IT + Finance) enter the decision stage simultaneously.
Config: Score = (Base_Score) * (1 + (Unique_Personas * 0.5))Platform Off (CRM/MAP First)
We build Role-Count Multipliers in CRM. A roll-up summary counts unique 'Active Personas' within the last 14 days; if the count > 1, the 'Account Readiness' field is exponentially increased to trigger an immediate Sales task.
Flow: IF (Unique_Role_Count > 1) THEN Score = Score ^ 1.2Artifacts You Receive
- Momentum Multiplier Rubric: The specific math for persona-compounding triggers.
- Committee Surge Dashboard: A real-time view of accounts forming committees vs. individuals.
- SDR Playbook (Multi-thread Edition): Logic for outreach when momentum is detected.