Scored
Each signal is matched to the account and scored, so the ones worth acting on rise to the top.
The GTM signal library.
Every signal behind the agentic GTM systems we've built, plus the ones we recommend adding: what to watch, where it comes from, and what should happen when it fires.
A GTM signal is a change at an account, like a new executive, a champion leaving or a webinar registration, that tells a revenue team when to act. This library lists 25 signals across four goals: net new pipeline, customer expansion, churn risk and CRM data quality. 19 are in use in DFY Automation's client builds today; the other 6 are ones we recommend adding.
25 signals, 4 goals
What our agents watch for
- Net new 11 signals, 8 built
- Expansion 5 signals, 4 built
- Churn risk 6 signals, 4 built
- Data quality 3 signals, 3 built
Free PDF · 5 pages
Take the library with you
All 25 signals, where each comes from and what to do next, in one branded PDF to share with your team.
02 / The library
25 signals, by goal.
For each one: where it comes from, and what should happen when it fires. "Built" means at least one of our case studies uses it today; "Add" is one we recommend to new clients.
Net new
Accounts you don't sell to yet, showing a reason to talk now.
| Signal | Where it comes from | What happens next | Status |
|---|---|---|---|
| New executive or budget owner at a target account | News, press releases, company announcements | Account card and opener to the SDR | Built |
| AI product or agent launch | News, press releases, product blogs | Brief with contacts and an opener | Built |
| Breach or security incident at a company | Security news, disclosures | Prospect brief and an opener | Built |
| Merger, acquisition or integration | News, filings | Account card, angle on integration work | Built |
| Transformation or cost-savings program | Earnings releases, filings | Account card, business-case angle | Built |
| Engagement with the client's experts' posts | Social engagement matched to the target list | Signal to the account owner | Built |
| Webinar registration from a target account | Webinar platform | Score update and alert | Built |
| Hiring for roles the product supports | Job postings | Score update, timing angle | Built |
| Funding round | Funding news | Account card, growth angle | Add |
| Job posts naming a legacy system or competitor | Job postings | Displacement angle | Add |
| Repeat visits to pricing or product pages | Website visitor data | Alert to the owner | Add |
Expansion
Customers growing in ways that open an upsell or a cross-sell.
| Signal | Where it comes from | What happens next | Status |
|---|---|---|---|
| Headcount growth at a customer | Company data, job postings | Upsell flag to the account manager | Built |
| New office, acquisition or service line | News, company site | Cross-sell flag | Built |
| New hire in the buyer's team | Professional profiles, job changes | Intro and expansion play | Built |
| Engagement with content on a product they don't own | Webinar and content analytics | Cross-sell flag | Built |
| Usage near plan or seat limits | Product usage data | Upgrade conversation | Add |
Churn risk
Customers showing signs they may not renew.
| Signal | Where it comes from | What happens next | Status |
|---|---|---|---|
| Champion or main user leaves | Job change tracking | At-risk alert and the new contact found | Built |
| Customer acquired or merges | News | At-risk alert to customer success | Built |
| Layoffs, closures or a hiring freeze | News, drops in job postings | At-risk alert | Built |
| Engagement drops before renewal | CRM activity, webinar and content data | Renewal outreach task | Built |
| Support tickets spike or sentiment drops | Support system | At-risk alert | Add |
| Customer researching competitors | Intent data, review sites | At-risk alert | Add |
Data quality
CRM records that need fixing before anyone, person or agent, can trust them.
| Signal | Where it comes from | What happens next | Status |
|---|---|---|---|
| Duplicate or incomplete records | CRM | Merged or filled on a schedule | Built |
| Contact left the company | Job change tracking | Record updated, replacement found | Built |
| Wrong stage or missing owner | CRM rules | Fixed, or routed to RevOps | Built |
Share it with your teamThe whole library as a 5-page PDF: every signal, its source and what happens next, plus the builds that use them.
03 / When a signal fires
From a signal to the right person.
A signal is only useful if someone acts on it. In the systems we build, every one takes the same three steps.
Written to your CRM
The score and the context land on the account record, where your team already looks.
Sent to the right owner
The owner gets an alert in team chat with the context attached. Anything customer-facing waits for their approval.
What is a GTM signal?
A change at an account that tells a revenue team when to act: a new executive, a funding round, a customer's champion leaving, a spike in support tickets. On its own, a signal is just news. It becomes useful once it's matched to an account you care about, scored, and sent to the right person with what to do next.
What do "Built" and "Add" mean in the signal library?
"Built" means at least one of the agentic GTM systems in our case studies uses that signal today. "Add" is a signal we recommend to new clients, and scope with you before we build it.
Which signals should we start with?
Start with the goal that costs you most. Each of our builds began with one: new pipeline from product launches and security incidents, expansion and churn across existing customers, or executive changes at an SDR team's top accounts. We pick the first signals with you on the strategy call.
Do we need new tools to watch these signals?
Usually not many. Several sources are ones a revenue team already has, like the CRM, the webinar platform and product usage data. Others come from public news, filings and job postings. We connect the tools your team already uses, and everything we set up lives in your accounts.
Can an agent act on a signal without a person?
It can score the account, update the CRM and alert the owner on its own. Anything customer-facing, like an email or an opener, waits for a person to approve it, and every agent action is logged.
05 / Book a call
Let's talk about your go-to-market.
An obligation-free 30-minute strategy call with Ali and Javeria, whether you want us to run it, build it, or you're not sure yet.
- 01Tell us what you're looking for, then pick a time.
- 02On the call, we look at your goals, your team and how you sell today.
- 03You get an honest recommendation. If we're a fit, a written plan and proposal follow.
Rather talk now?