Signal Orchestration
Capture and Act on Revenue Signals
A buying signal is only worth something if a person acts on it while it is still fresh. This guide covers which signals matter, how to score them without over-engineering, and how Commercify can wire them into your CRM and outreach tools.
What this page is, and isn't
Commercify does not sell revenue intelligence software. There is no Commercify dashboard, scoring engine or integration to log into. This page explains how the system is built, and what we can build for you in your own CRM, data and outreach tools as a done-for-you GTM engineering engagement. Engagements are scoped individually and currently run through a waitlist.
From signals to actions
Most teams already have more signals than they use. Form fills land in a shared inbox, a visitor identification tool posts to a Slack channel nobody reads, and job changes of past customers go unnoticed. Signal orchestration is the work of deciding which events matter, combining them with what you know about the account, and turning the result into a specific action for a specific person.
The order of operations is: capture the signal, match it to an account and contact in the CRM, score it against fit and recency, route it to an owner with a suggested next step, and record what happened so you can learn which signals are worth acting on.
Types of buying signals
First-party engagement
Demo requests, pricing page visits, product sign-ups, webinar attendance, replies to outreach.
The strongest signals you have, because they come from your own channels. Make sure they reach a person first.
Website visitor identification
Company-level or person-level identification of anonymous visitors, using tools such as RB2B or Warmly.
Useful as a prompt, not proof of intent. Match rates and accuracy vary, and privacy rules differ by region.
People changes
A new leader in the function you sell to, or a past champion or user moving to a new company.
Often the most reliable outbound trigger. New leaders review their tools; past users already know your product.
Company events
Funding rounds, acquisitions, new offices, product launches, relevant job postings.
Good for timing. Tie the message to what the event changes for the buyer, not to the event itself.
Technology changes
Adopting or dropping a tool that complements or competes with yours.
Valuable when your product depends on, or replaces, a specific technology.
Third-party intent
Topic research activity aggregated across publisher networks, from providers such as Bombora or 6sense.
Broad and noisy at account level. Best used to break ties between accounts that already fit.
A simple scoring framework
Scoring decides which signals deserve attention. Before you have conversion history, keep the model small enough that a sales rep can understand why an account scored high. A reasonable starting structure uses four factors:
- Signal type. Give the most points to first-party, high-intent actions such as a demo request or repeat pricing page visits, fewer to people changes and company events, and the fewest to broad third-party intent.
- Account fit. Multiply by how well the account matches your ICP. A strong signal from a poor-fit account should rarely outrank a moderate signal from an ideal one.
- Recency. Apply decay so that a signal loses weight over days or weeks. Stale signals are the main source of irrelevant outreach.
- Stacking. Add weight when several signals hit the same account in a short window, for example a new leader plus visits to your site.
These are suggested starting points, not a formula with known accuracy. Once you have a few months of outcomes, compare which scored accounts actually turned into meetings and pipeline, and adjust the weights.
Routing: who does what, and how fast
Every score band needs a defined action. A common pattern:
- High score: alert the account owner in the CRM and Slack with the signal, the contact and a suggested opening line. Set an expectation for same-day follow-up.
- Medium score: add the contact to a signal-specific sequence and flag the account for review.
- Low score: record the signal on the account and take no immediate action, so it can stack with later signals.
Inbound demo requests deserve their own fast path that skips scoring for anyone who fits the ICP. A qualified buyer who has asked to talk should never wait behind a scoring job.
Tools that supply signals
Signal data comes from several categories of vendor: visitor identification (RB2B, Warmly), job-change tracking (UserGems), community and product signals (Common Room), third-party intent (Bombora, 6sense), and data providers that report funding, hiring and technology changes. Workflow tools such as n8n, Make or Zapier, or native CRM workflows, connect them to your CRM and outreach tools.
Commercify has no partnerships or integrations with any of these vendors; we work in whichever tools you choose. The free GTM Tech Stack Builder lists options for each layer and lets you compare costs using your own figures.
Common mistakes
- Buying several signal tools before anyone is responsible for acting on the alerts.
- Sending automated outreach that names the signal in a way that feels like surveillance.
- Scoring models so complex that reps ignore them because they can't explain the result.
- No feedback loop, so the same low-value signals keep generating work.
What we can build for you
As part of a done-for-you GTM engineering engagement, Commercify can connect a small set of high-value signals to your CRM, set up matching, scoring and decay rules, and route results to owners with clear next steps. We document the logic and hand it over so your team can change the weights later.
Engagements are scoped individually with no published price, and there are no client results to show yet because the service is new. Join the waitlist on the GTM engineering page to be considered.
Frequently Asked Questions
Does Commercify have a signal scoring engine?
No. Commercify has no signal software, scoring engine or integrations. As a done-for-you GTM engineering engagement, we can connect the signal tools you choose to your CRM and outreach tools, set up simple scoring rules, and route the results to the right people.
What is a buying signal?
A buying signal is an observable event that suggests an account may have a reason to buy now, such as a demo request, a visit to your pricing page, a new leader in the relevant function, a funding round, or a past user joining a new company.
How should signals be scored?
Keep it simple at first: points for signal type, a multiplier for how well the account fits your ICP, and decay so old signals lose weight. Start with weights based on judgment, then adjust them once you can see which signals actually led to meetings and pipeline.
Do we need paid intent data?
Not at the start. First-party signals and people changes are usually more actionable and cheaper. Third-party intent data is most useful once you have a large account list and a working process for acting on simpler signals.
How much does it cost to have this set up?
Engagements are scoped individually with no published price. Join the waitlist at /gtm-engineering#work-with-us to arrange a scoping call.
Want signals that reach a person?
Join the waitlist for done-for-you GTM engineering. We'll reach out to schedule a short scoping call as slots open.