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Signal based outbound

@gtmengineer/signal-based-outbound

Define the buying signals that matter for your product (hiring, funding, leadership changes, tech changes, product usage, website intent, champion job changes) and turn each into a play: who to contact, the angle, the channel, how fast, and what it is worth. Produces a signals and plays playbook plus a machine-readable signals file any tool can use.

SkillRevOpsv1.0.0 (latest)
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  1. 1---
  2. 2name: signal-based-outbound
  3. 3description: Design signal-based outbound. Defines the buying signals that predict a good conversation for the user's product (new sales region, funding, leadership hires, champion job changes, tech stack changes, product usage, website intent, compliance deadlines), scores and decays them, and turns each into a play with who to contact, the angle, channel, speed, and success measure. Produces a playbook and a signals.json any tool can use. Use when the user says "what signals should we watch", "build our signal-based outbound", "turn intent data into plays", "why now triggers for outbound", or "our cold outbound is not working, what should trigger outreach?". Vendor-neutral.
  4. 4license: MIT
  5. 5---
  6. 6
  7. 7# Signal-based outbound
  8. 8
  9. 9Cold outbound to a static list mostly fails because there is no reason to talk now. This kit finds the moments when a prospect is likely to care and decides, ahead of time, exactly what happens when each one fires.
  10. 10
  11. 11## When to use
  12. 12
  13. 13- Designing outbound for a new product, segment, or team.
  14. 14- The user has signal sources (job-change alerts, website visitor identification, product usage, news alerts) and no plan for them.
  15. 15- Reviewing which signals actually led to pipeline last quarter.
  16. 16- Not for writing the emails themselves (hand off to `sequence-writer`) or sizing the market (`tam-builder`).
  17. 17
  18. 18## Inputs
  19. 19
  20. 20Ask in one round, then draft:
  21. 21
  22. 221. **Product and ICP**: what the product does and for whom. Reuse `data/icp.json` from `tam-builder` if present.
  23. 232. **Best customers**: 5 to 10 recent wins. What was happening at each company when they bought? This is the main source of real signals.
  24. 243. **Data the user can see**: CRM, product analytics, website analytics, job boards, news, enrichment tools, communities. Only design signals the user can actually detect.
  25. 254. **Team capacity**: how many signal-driven touches per rep per week is realistic.
  26. 26
  27. 27## Steps
  28. 28
  29. 291. **List candidate signals** from the won deals first, then common categories: hiring patterns, leadership changes, funding and M&A, expansion, tech adopted or dropped, product usage (free or existing customers), website intent, champion job changes, regulation or deadlines, public pain (reviews, outages, posts).
  30. 302. **Score each**: strength (strong, medium, weak) based on evidence from won deals, points, and a decay window in days. A signal with no supporting win is "to test", not strong.
  31. 313. **Define the evidence** precisely enough that a person or tool would flag the same accounts ("3+ open sales roles in a new region", not "growing").
  32. 324. **Write a play for each strong or medium signal**: who (roles), angle (why this signal makes the offer relevant), channels, speed (how fast after the signal), sequence name, and success measure.
  33. 335. **Set routing**: the score at which an account becomes active, how signals stack, and a cap of active plays per account so prospects are not hit by three plays at once.
  34. 346. **Plan the test**: for each "to test" signal, a 4 week test with a small account set and the result that would make it strong.
  35. 357. Write `out/signals.json` (shape: the kit's `examples/signals.json`) and `out/signals-playbook.md` (format below). Show the playbook.
  36. 36
  37. 37## Output format
  38. 38
  39. 39```markdown
  40. 40# Signal-based outbound playbook: <product>
  41. 41
  42. 42Act when an account scores 40+ within the decay window. One active play per account.
  43. 43
  44. 44| Signal | Strength | Points | Decay | Play | Speed |
  45. 45| --- | --- | ---: | ---: | --- | --- |
  46. 46| Past champion joined a new company | Strong | 50 | 120 days | Champion reunion | 14 days |
  47. 47| Opening a new sales region | Strong | 40 | 60 days | New-team routing | 5 business days |
  48. 48| Repeat pricing page visits | Medium | 20 | 14 days | Intent check-in | 2 business days |
  49. 49
  50. 50## Play: New-team routing
  51. 51- Who: VP Revenue Operations, CRO
  52. 52- Angle: a second team splits the forecast and breaks routing within a quarter
  53. 53- Channels: email, LinkedIn. Sequence: routing-for-new-teams (write with sequence-writer)
  54. 54- Success: meeting booked or referral to the owner
  55. 55
  56. 56## To test
  57. 57- Compliance deadline in the next 6 months: 4 week test on 50 accounts; strong if 3+ meetings.
  58. 58```
  59. 59
  60. 60## Guardrails
  61. 61
  62. 62- Vendor-neutral. Describe where to find each signal by type of source; name a tool only if the user already uses it.
  63. 63- Do not design plays that reveal tracking in a creepy way ("I saw you on our pricing page"). Use the signal to choose timing and angle, not as the message.
  64. 64- Respect privacy rules for personal data and the terms of each data source. Flag signals that rely on personal data (job changes, website visitor identity) so the user checks consent and opt-out handling.
  65. 65- Do not contact anyone or set up automations. The output is a plan and a spec.
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