Sales signals
A signal is something a real person did.
CRM Builder records 32 kinds of signal on a person and their company. Each kind has points. A person's score is the sum of their signals, a company's score is the sum of its people, and the funnel stage follows the score. These are the default points. Your workspace can change each one.
The signals and their default points
From your team's posts and profiles, and from the posts and profiles that you track.
| Signal | Points |
|---|---|
| Liked a post | 3 |
| Commented on a post | 5 |
| Engaged tracked content | 5 |
| Engaged competitor content | 5 |
| Viewed your profile | 3 |
| Followed us | 10 |
| Followed our company | 3 |
| Accepted our request | 10 |
| Connected | 5 |
Messages
A reply scores. A message that you send does not: it is an action that you took, not a signal from them.
| Signal | Points |
|---|---|
| Replied to a DM | 3 |
| Replied to a DM | 5 |
| Replied to an email | 3 |
| We sent a DM | 0 |
| We sent an email | 0 |
| We sent a request | 0 |
| We followed them | 0 |
Email and tracked links
Delivery telemetry scores 0. A click is real engagement.
| Signal | Points |
|---|---|
| Clicked an email link | 3 |
| Clicked a tracked link | 3 |
| Opened an email | 0 |
| Email delivered | 0 |
| Email bounced | 0 |
Website and content
From a tracked link to a page of yours.
| Signal | Points |
|---|---|
| Read a blog post | 0 |
| Viewed pricing | 0 |
| Viewed a project page | 0 |
Calls and meetings
A booked meeting is the strongest signal in the default weights.
| Signal | Points |
|---|---|
| Booked a meeting | 15 |
| Answered a call | 1 |
| We called, no answer | 0 |
Market and media
Signals from outside your own channels.
| Signal | Points |
|---|---|
| Changed job | 15 |
| AI search mention | 1 |
| Wrote a guest article | 5 |
| Gave a media interview | 5 |
| Advanced with a peer | 5 |
How a score becomes a stage
A company has 1 of 15 funnel stages. The first stages, from Prospect to High Signal, come from the score alone: as the people at a company engage, the company moves up, and each move is written down with its date. From Discovery Call onward, a person or a rule sets the stage. A deal is a company, so there is no separate deal to keep in step.
Signals are append-only. Nothing edits a signal after it is written, so a report can always show which signals moved a company and when.
An action that you take, such as a message you send or a request you make, scores 0. The points land when the person answers. That is the difference between a signal and an activity log.
Where the signals come from
- Your team's LinkedIn posts and profiles, and the posts and profiles that you track.
- Replies to your LinkedIn messages and your emails.
- Tracked links in your messages, your newsletters and your press coverage.
- Booked meetings and answered calls.
- Job changes, guest articles and media interviews.
Your agent can read every one of them over the MCP, and you can set the points on Settings > Engagement scoring.