The four types of signals

By Maria PergolinoThe highest-performing GTM organizations combine multiple signals to guide top- and bottom-of-funnel activities. However, while most companies (and most of the respondents to our 2025 GTM flash survey on signals-based selling) are using a couple of data points to guide outreach, few have built systems to capture, analyze, and leverage all four types of signals: first-party, second-party, third-party, and point-in-time data. This visual cheat sheet, developed by Maria Pergolino, presents the complete landscape of available signals, how to use them, and how to procure them. To get the most out of it, we recommend moving through each column and asking yourself where you and your team have room to grow.