GTM flash survey: Signals-based selling

This survey examines the adoption and impact of signals-based selling among 39 GTM leaders across RevOps, Demand Generation, and Sales Development.The findings reveal that while all respondents use some form of signals, the companies seeing the strongest impact are those leveraging six or more signals across the entire funnel. Most organizations rely on signals for top-of-funnel activities like SDR prospecting (87%), campaign triggers (66%), and targeted advertising (61%), but fewer apply them to mid- and late-stage sales. Companies extracting the most value combine website behavior, industry news, and third-party intent data to drive engagement across multiple GTM functions.The survey underscores the growing importance of a unified, signals-driven approach to optimizing sales and marketing efforts.