Enough with Records. It’s Time to Acknowledge the Sales Signals.

Enough with Records. It’s Time to Acknowledge the Sales Signals.

Digital exhaust has taken over the B2B buyer’s journey. Email. Dialers. Demos. Webinars. Marketing automation. Read and open receipts. Meetings. Web research. And those are just a few of the hundreds of sales tech tools B2B sales organizations are using today.

Each action a buyer takes is a signal they are sending to the seller. The question is, are you listening?

For years, sales has relied on the art of record-keeping. A practice that was established in the 1990s and still to this day, relies on structured databases that lack flexibility and require manual, form-based updates. It’s recorded data that just sits until new updates are made on top of it.

The world has changed. And now, with hundreds of sophisticated apps pumping out what Geoffrey Moore calls “Signals,” it’s time for sales to change as well.

Just because two prospects end up at the same point, does not make them the same. They likely made the purchasing decision at different stages, with different budgets, different decision makers and were motivated by different triggers. And yet, we’ve always grouped them as the same - simply as WINS or LOSSES.  

Today, innovative sales organizations are recognizing the monumental shift from Records to Signals, and the inherent value they can gain from understanding the why, when and how.

It’s something that couldn’t be done even a few years ago. But now, by combining big data, data science, machine learning and A.I., we can collect, aggregate and learn from signals to improve B2B sales outcomes better than ever before.

Companies spend thousands upon thousands of dollars each year on market research to understand their customers. And yet, these Signals are right there in front of us. Powerful information your prospects are actively sharing that can be automatically collected, analyzed and acted upon to then deliver real value back. It’s new. It’s impactful. And it’s what is being called Sales Signal Automation.

Through Sales Signal Automation we can understand the context of each action, the signals that they create and why. Not simply “was there a response”—rather “what does it mean.” The intensity. The speed. The sentiment. The number of steps it took to get there. And how the combination of actions impacted the result.

Sales Signal Automation is really about merging Systems of Engagement (SOE) and Systems of Record (SOR) to effectively manage not just data, but the signals buyers are sending. As Moore puts it, “In the digital economy such signals live at the intersection of two types of datasets—systems of record, which capture transactional data, and systems of engagement, whose log files capture all the peripheral interactions that occur in and around a transaction. If a company can gain and secure proprietary access to any meaningful intersection of these two datasets, then they can and should invest in the systems of intelligence …”

It is no longer just about Records. Sales Signal Automation is finally here.

Get started with sales signal automation today.

"Through Sales Signal Automation we can understand the context of each action, the signals that they create and why. Not simply “was there a response”—rather “what does it mean.” The intensity. The speed. The sentiment. The number of steps it took to get there. And how the combination of actions impacted the result.