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GTM Signals

A library of go-to-market signals and why they matter: what each one tells you, how to catch it, what it pairs with and what to do next. Stack them to see how well your signals cover the funnel.

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New here? Start in three steps

  1. 1Find signalsSearch, or filter by category and funnel stage. Every signal is scored out of 100, so the strongest rise to the top.
  2. 2Open oneSelect any signal to see why it matters, how to detect it, when it misleads you and what each team should do about it.
  3. 3Build a stackAdd signals to your stack to score how well they work together and cover the funnel. Then copy the link to share it.

Or load a ready-made stack and make it yours

How scores are calculated

Signal score out of 100

Each signal is rated 1 to 5 on five factors. Each factor carries a share of the 100 points: a rating of 1 earns none of its share, a 3 earns half and a 5 earns all of it.

    Stack score out of 100

    A stack is scored on how good its signals are and how well they work together.

    • Signal quality 55%The average score of the signals in your stack.
    • Funnel coverage 25%How many of the four funnel stages your signals cover.
    • Category mix 20%How many categories you draw from. Four or more earns full marks.
    • Strong pairs up to +103 points for each pair of signals known to work well together.
    • Overlap −6 eachFor every signal beyond two from the same category, since they tend to tell you the same thing.
    • Small stacks cappedOne signal is a hunch, not a stack: one signal caps at 39 and two cap at 59.

    Under 40 is Thin, 40 to 59 is Developing, 60 to 79 is Strong and 80 or more is Elite.

    Frequently asked questions

    What is a GTM signal?

    A GTM (go-to-market) signal is an observable event, such as a pricing page visit, a new executive hire or a spike in product usage, that suggests an account is more or less likely to buy. Teams use signals to decide who to contact, when to reach out and what to say.

    Which B2B buying signals are the strongest?

    In this library, the highest-scoring signals are first-party and close to a decision: pricing page visits, security and trust center visits, several stakeholders from one account engaging, plan-limit hits in the product and new stakeholders joining sales calls. Third-party intent data helps with prioritizing but is noisier on its own.

    What is signal stacking?

    Signal stacking means combining several signals so each one confirms the others. A stack that covers several funnel stages and categories, and includes signals known to work well together, predicts buying far better than any single signal.

    How are the signals scored?

    Each signal is rated 1 to 5 on intent (35% of the score), timeliness (20%), signal-to-noise (20%), accessibility (15%) and affordability (10%), which rolls up to an overall score out of 100.

    Want these signals wired into your stack?

    I design the scoring, routing and workflows that turn signals into pipeline.

    Work with me

    “Fix what’s underneath, and the rest gets easier.”Michael Morgan

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