A signal-based sales motion is a systematic process for monitoring, scoring, routing, and acting on signals at scale.
Step 1: Define Your Signal Universe
Ask: "What events most reliably precede a sale?" For most B2B software companies: funding rounds, VP-level leadership hires, and tech stack changes.
Step 2: Build Your Signal Sources
Connect to real-time feeds: Google News RSS, TechCrunch, Hacker News, LinkedIn, Reddit, G2 reviews, and press release wires.
Step 3: Score and Route
Build a scoring matrix:
- Signal type: funding > leadership > hiring > tech > expansion > reviews
- Recency: today > this week > this month
- ICP fit: exact match > near match > broad match
Route high-scoring signals to the owning rep within 4 hours via Slack.
Step 4: Build Signal Plays
For each signal type, write a play: the exact sequence, message template, and timeline.
Step 5: Measure Signal Conversion
Track which signal types produce the most meetings and closed-won. Double down on high-conversion signals.