Activation Governance
Intent is directional; evidence is action-oriented. This kit shows how we reduce noise by weighting signals based on source reliability, purchase relevance, and fit—so Sales engages when an account is genuinely ready for a conversation.
Readiness Scoring Model
- Purchase relevance beats volume: High-intent page views outweigh generic blog traffic.
- 1P Evidence > 3P Intent: Actions on your own site carry significantly more weight than category surges.
- Fit Gates Activation: ICP tier and exclusions (competitors/customers) act as mandatory filters.
- Signal-Specific Decay: Recency is measured via half-life rules tailored to the signal type.
Pricing, security, or implementation activity.
Category research and directional surges.
ICP Tier, suppression, and cycle conflict filters.
Example: Recency + Evidence Outcome
Scenario: Account visits Pricing and Security FAQ within 10 days.
- Activation Stage: Ready for Sales outreach
- Reason Code: RC-AG-04 — Pricing + Security interest (10-day window)
- Next-Best Action: Send security packet + propose technical validation call
MVC is a governance gate: it signals when coordinated outreach is justified—so teams don’t confuse early interest with buying readiness.
Governance Modules
Recency & Decay
Keep outreach relevant by reducing the weight of aging signals.
Moves from static lead scores to dynamic, time-sensitive readiness.
Decay Window Spec (by signal type)
Outreach triggered on fresher signals; fewer stale accounts.
Source Reliability
Assign power to signals based on purchase-predictive value.
Prioritizes high-evidence 1P actions over directional 3P surges.
Signal Weighting Rubric (editable)
Fewer low-quality activations; higher Sales acceptance.
Negative Filtering
Block activation for competitors, career seekers, and customers.
Prevents brand friction and wasted Sales cycles.
Exclusion Registry & Filter Logic
Fewer misroutes to customers; cleaner activation lists.
Threshold Governance
Establish a shared definition of 'ready' across the organization.
Aligns Marketing and Sales on when to pull the trigger.
Activation Threshold Matrix (one-page)
Shared definitions reduce friction on what 'ready' means.