Source Reliability Weights
The engineering of Evidence-Based Scoring—assigning high multipliers to 1st-party site behaviors while treating 3rd-party intent as directional context.
The "Topic Surge" Delusion
Most ABM stacks treat a "Surge" in a broad category topic (3rd-party) as a command to call the account. But a surge often just means someone is doing academic research. Conversely, an account viewing your Implementation Docs or Pricing Page (1st-party) is a clear signal of active evaluation. Without Source Reliability Weights, your SDRs are "Category Tourists" chasing noise instead of "Deal Closers" following evidence.
Signal Pollution
- Low-Fidelity Activations: SDRs calling accounts that have never even visited your website.
- Context Gaps: Reps not knowing if the "Intent" is for your specific solution or just the general category.
- Wasted High-Touch Effort: Spending 1:1 resources on 3P signals that lack 1P confirmation.
The Reliability Multiplier
Environment Implementation
6sense / Demandbase ON
We configure Custom Signal Weighting profiles. We ensure that "Profile Fit" and "3P Intent" serve as the entry filter, but the "Sales Alert" only triggers when a 1st-party "Bombora + Web" reconciliation occurs.
Config: Boost(1st_Party_Web_Activity, 10.0)Platform Off (CRM/MAP First)
We build Evidence-Gated Workflows. Site activity tracked via MAP (HubSpot/Marketo) is mapped to CRM Account fields with a "Reliability Grade." SDR tasks are only auto-created for accounts with at least one "High-Reliability" signal.
Logic: IF (High_Reliability_Signal_Count > 0) THEN Priority = 1Artifacts You Receive
- Signal Reliability Rubric: The master list of weights for every event type.
- High-Fidelity Content Map: Identification of your "Active Evaluation" assets.
- Writeback Reason Codes: CRM codes that tell the rep *why* the signal is reliable.