CAL_PROTOCOL_03 // PROTOCOL_SPEC
Fit-to-Signal Prioritization Matrix
Intent without fit is waste. Fit without intent is slow. We combine both to prioritize which accounts deserve high-intensity spend and sales activation.
The False Priority Trap
Programs over-prioritize intent from bad-fit accounts and ignore great-fit accounts with early-stage signals. The result is spend volatility and poor pipeline yield.
CRITICAL FAILURE MODES
- ✕ Bad-fit accounts burn budget because they ‘surged’
- ✕ Great-fit accounts never get saturated early enough
- ✕ Sales gets routed accounts that can’t become customers
Fit × Intent Matrix
PRIORITY INPUTS
ICP Fit Tier (1–3)
Intent Reliability Score
Recency Band (0–7, 8–21, 22+ days)
Committee Coverage Signals
CRM Stage / Open Opportunity Status
→
PRIORITY OUTPUT
Spend + Activation Priority
Logic: [Fit Tier] × [Intent Score] × [Recency] × [Coverage] → Priority A/B/C
PLATFORM ON (ABM + DSP + CRM)
We create priority cohorts that directly control spend intensity and routing thresholds.
Rule: Fit Tier1 + Intent≥75 + Recency≤14d → Priority A (High Spend + SDR)
PLATFORM OFF (Operational Scoring)
We ship a scoring rubric that your team or partner applies to generate prioritized activation cohorts.
Rule: Fit multiplier 1.0/0.7/0.4 × Intent score → Priority bucket
Artifacts You Receive
- ✓Fit × Intent Scoring Rubric
- ✓Priority Cohort Definitions (A/B/C)
- ✓Spend Intensity Rules by Priority
- ✓Routing Threshold Rules (when Sales gets notified)
Implementation Steps
WK 1
Define ICP fit tiers and map existing accounts into tiers.
WK 2
Combine fit + weighted intent + recency into priority cohorts.
WK 3
Validate pipeline yield by priority bucket and adjust spend rules.