Recency Windows + Decay
The engineering of Temporal Relevance—applying half-life decay to signals so yesterday’s pricing visit is prioritized over last quarter’s webinar attendance.
The "Zombie Lead" Syndrome
B2B intent is highly perishable. Most scoring models are "Upward Only"—they add points forever but never take them away. This results in SDR queues filled with "High Score" accounts that were hot six months ago but are now completely cold. Without Decay Logic, you are forcing your Sales team to act as forensic investigators rather than real-time responders.
Operational Friction
- Stale Activations: SDRs calling accounts whose buying committee has already disbanded.
- Inaccurate Trending: Missing a sudden spike in current activity because it's masked by a massive "all-time" score.
- Wasted Sequencing: Sending "late-stage" content to accounts that have cycled back into "low-intent" research.
Signal Half-Life Calibration
Action: Immediate SLA
Action: Standard Nurture
Action: De-activated
Rule: Intent is a depreciating asset. Score accordingly.
Environment Implementation
6sense / Demandbase ON
We configure Custom Recency Lookbacks. We ensure the platform doesn't just look at "All Time" intent, but specifically triggers segments based on "Surge Delta" within the last 7 to 14 days, auto-ejecting accounts once activity flatlines.
Config: Lookback = 14 Days | Decay_Coefficient = Linear_50%Platform Off (CRM/MAP First)
We build Time-Stamp Comparison Logic in CRM. A nightly flow compares the 'Last Signal Date' to the Current Date; if the gap exceeds your defined window, the 'Readiness Score' is auto-decremented to protect queue integrity.
Flow: IF (Today - Last_Signal_Date > 30) THEN Score = Score * 0.5Artifacts You Receive
- Signal Decay Rubric: Defined half-life windows for every intent type.
- Recency Audit Report: A view of how much of your current "High Intent" is actually stale.
- Automation Logic Spec: The math for your RevOps team to code into CRM/MAP.