In the fast-paced world of go-to-market (GTM) operations, being proactive beats being reactive every time. That’s where Ops signals come in. These are the breadcrumbs that, if tracked and operationalized correctly, can unlock powerful insights and ultimately drive revenue growth.

This guide outlines what Ops signals are, why they matter, and how to build an end-to-end operating model around them.

🧠 What Are Signals?

Before you can operationalize signals, you need to understand what qualifies as one. This section defines what Ops signals are and why they should be treated as intentional, trackable events that fuel your GTM strategy.

Signals are meaningful, behavior-based indicators that suggest a change in buyer intent, customer health, or GTM performance. They're often found in data your teams already collect but aren't yet using effectively.

Think of them as GTM early warning systems.

For example:

• A target account suddenly surges in intent and visits your pricing page. 😍
• A top customer hasn't logged in for two weeks. 😭
• A decision-maker you just sold to leaves their company. ❗

Each of these moments tells you something valuable. Together, aligning signals might even mean a deal or avoiding a churn. The power of Ops is operationalizing these signals.

💡 Why They Matter

Not all data is created equal, and not all insights move revenue. It’s really easy to get lost in the shiny-object-syndrome of it all. This section explains the strategic role signals play in aligning GTM teams and improving outcomes across the funnel.

Ops signals break down the walls between Marketing, Sales, and CS. They provide a shared language for action.

When you operationalize signals well:

• Marketing sends fewer, higher-quality leads.
• Sales focuses on the right opportunities at the right time.
• CS proactively reduces churn and drives expansion.
• Ops becomes the engine behind revenue orchestration.

🔎 Where Signals Come From