THE OPERATIONAL PLAYBOOK · v1 · FIELD REFERENCE
GTM INPUT
PRIMITIVES
Every event your business should react to. 41 primitives across 7 categories, fanning out to ~136 downstream workflows. If you're not detecting these, you're leaving signal on the floor.
41
Primitives
7
Categories
~136
Workflows
01
OWNED EVENTS
11 primitives
02
BUYER-SIDE CONTACT SIGNALS
7 primitives
03
BUYER-SIDE ACCOUNT SIGNALS
6 primitives
04
COMPETITOR SIGNALS
5 primitives
05
PIPELINE STATE CHANGES
4 primitives
06
CUSTOMER SUCCESS / IN-PRODUCT
5 primitives
07
MARKET / MACRO
3 primitives
Category 01 / 07
OWNED EVENTS
Things you originate. Highest fidelity, lowest latency.
11primitives
Content published
A new piece of content goes live (blog, podcast, video, ebook, webinar).
SignalCMS webhook · Buffer/Hootsuite · RSS
  • →Social syndication
  • →SEO submission
  • →Sales enablement notification
  • →Performance tracking
  • →Learning-loop back to planning
Meeting scheduled
A meeting is booked; prep window opens.
SignalCalendar API · Calendly
  • →Pre-call brief
  • →Attendee enrichment
  • →Account intel pull
  • →Competitive context lookup
  • →Agenda draft
Meeting occurred
A scheduled meeting takes place with transcript available.
SignalCalendar API · Gong / Fathom / Granola / Otter
  • →Transcript indexing
  • →Action items → tasks
  • →Follow-up email draft
  • →CRM activity log
  • →Lead score update
  • →MEDDIC field updates
Meeting was no-show
Scheduled meeting did not occur.
SignalCalendar API
  • →Re-book sequence
  • →No-show reason capture
  • →Disqualification check
Deal stage advanced
Deal moves forward in the pipeline.
SignalCRM trigger
  • →Stage-specific playbook
  • →Exec sponsor mapping
  • →Slack alert
  • →Forecast update
Deal stalled (N days)
No movement on a deal for a threshold period.
SignalCRM trigger (computed)
  • →Re-engage sequence
  • →Manager review queue
  • →Kill-criteria check
  • →Multi-thread audit
Closed-won — new logo
A new customer is signed.
SignalCRM trigger
  • →Lookalike audience refresh
  • →Vertical ABM page logo
  • →Testimonial ask
  • →Case-study queue
  • →Expansion roadmap
  • →CSM handoff
  • →Reference pool addition
Closed-won — expansion
An existing customer expands.
SignalCRM trigger
  • →Customer-story update
  • →Multi-product playbook
  • →Usage-trigger refresh
Deal closed-lost
A deal is marked lost.
SignalCRM trigger
  • →Reason capture
  • →Reactivation pool
  • →Competitor mention check
  • →PMF signal log
  • →Battlecard update
Customer churned
A customer cancels or fails to renew.
SignalCRM / billing
  • →Root-cause logging
  • →Win-back queue
  • →ICP re-score
  • →Competitor mention
  • →Postmortem to product
Renewal approaches
Customer's renewal date enters 60/30/15-day warning window.
SignalBilling system · CRM
  • →CSM playbook
  • →Exec touch
  • →Success-plan review
  • →Risk-flag check
Category 02 / 07
BUYER-SIDE CONTACT SIGNALS
Humans you care about doing things that matter.
7primitives
Champion changes role
An existing champion's title or function shifts inside their company.
SignalLinkedIn (Champify · Userled · Common Room)
  • →Account re-mapping
  • →Relationship update
  • →Expansion check on new role
Champion leaves company
A champion moves to a different company.
SignalLinkedIn job-change tools
  • →Save-play on the account
  • →Champion-follow play to new co
  • →Multi-thread audit
Former champion moves again
A past champion (already elsewhere) changes jobs again.
SignalLinkedIn job-change tools
  • →Re-engage at new co
  • →Lookalike outbound to new team
  • →Intro request
Prospect joins target account
Someone in CRM joins a target account.
SignalLinkedIn job-change tools
  • →Intro play
  • →Warm outbound
  • →Account re-prioritization
Prospect engages content
A known contact reacts, shares, or comments.
SignalLinkedIn API · Trigify · Web tracking
  • →Enrichment
  • →CRM activity log
  • →Score bump
  • →Outbound trigger if threshold
Prospect visits website
Anonymous visitor matched to known account/person.
SignalRB2B · Clearbit Reveal · Common Room
  • →De-anonymization
  • →Account routing
  • →Outbound trigger
  • →ABM ad targeting
Prospect attends our event
Known contact attends an event we ran.
SignalEvent platform · Badge scan
  • →Post-event sequence
  • →Enrichment
  • →Sales handoff if qualified
Category 03 / 07
BUYER-SIDE ACCOUNT SIGNALS
Companies doing things that change their need for you.
6primitives
Target account funded
A target-list company announces a round.
SignalCrunchbase · PitchBook · News APIs
  • →Outbound trigger
  • →ABM tier promotion
  • →Exec brief
  • →Account research refresh
Hires leader in buying center
Hires VP/Director in our buyer function.
SignalLinkedIn jobs · News
  • →Intro play
  • →POV content drop
  • →Exec brief
  • →Account re-tiering
Opens roles in buying center
Posts job listings our product serves.
SignalLinkedIn jobs · Greenhouse public · News
  • →Hiring-signal outbound
  • →ABM trigger
Account uses competitor
Public signal of competing product use.
SignalG2 · BuiltWith · Wappalyzer
  • →Battlecard activation
  • →Migration play
  • →Tier check
Publishes news in our category
Announcement relevant to us.
SignalNews APIs · Google Alerts
  • →Personalized outbound
  • →Content tag
  • →Account prioritization
Public incident
Breach, outage, controversy.
SignalNews APIs
  • →Sensitivity-checked outbound
  • →Sales judgment HITL required
Category 04 / 07
COMPETITOR SIGNALS
Movements in the field that change the choice set.
5primitives
Pricing/packaging change
Tier or term shift in a competitor's offering.
SignalScraping + LLM diff · Manual watch
  • →Battlecard update
  • →Customer reassurance
  • →Prospect comparison nudge
Major feature launched
New competitor capability announced.
SignalPress release · RSS · LinkedIn
  • →Parity check
  • →Positioning response
  • →Migration messaging
Competitor acquired
Acquisition of a competitor announced.
SignalNews APIs · Crunchbase
  • →Migration play to their customers
  • →FUD-tempered outreach
  • →Hiring play
Layoffs / headcount cuts
Public staff reduction at a competitor.
SignalNews APIs · LinkedIn
  • →Migration play
  • →Hiring play
Their customer is unhappy
Visible churn signal — public dissatisfaction.
SignalReddit · X · G2 reviews · LinkedIn comments
  • →Personalized outreach
  • →Comparison content drop
Category 05 / 07
PIPELINE STATE CHANGES
Internal deal physics — not the field, the meter.
4primitives
Forecast category changed
Deal moves between forecast buckets.
SignalCRM trigger
  • →Manager review
  • →Forecast roll-up update
Multi-thread coverage dropped
Last contact leaves; only-one-contact state.
SignalCRM computed
  • →Multi-threading play
  • →Relationship-mapping refresh
MEDDIC criterion regressed
A previously-filled qualification field empties.
SignalCRM computed
  • →Playbook trigger
  • →Manager review
Deal slipped
Close date moved out more than N days.
SignalCRM computed
  • →Manager review
  • →Pipeline coverage recalc
  • →Alerting
Category 06 / 07
CUSTOMER SUCCESS / IN-PRODUCT
Usage telling you what to do next.
5primitives
Feature first-used
User activates a key feature for the first time.
SignalAmplitude · Pendo · Mixpanel
  • →Lifecycle email
  • →CSM notification
  • →Expansion trigger
Usage threshold crossed
Account crosses an expansion or risk threshold (up or down).
SignalProduct analytics
  • →Expansion play (up)
  • →Save play (down)
  • →CSM alert
Trial started
Free trial or proof-of-concept begins.
SignalProduct · Billing
  • →Activation sequence
  • →Account research
  • →Sales handoff if qualified
Trial expired — no conv.
Trial ends without paid conversion.
SignalProduct · Billing
  • →Re-engage sequence
  • →Reason capture
NPS / CSAT submitted
Customer submits a survey response.
SignalSurvey tool
  • →Detractor save play
  • →Promoter testimonial / reference ask
  • →Segment trend update
Category 07 / 07
MARKET / MACRO
The world around the deal moving under it.
3primitives
Industry M&A in segment
Meaningful M&A activity in customers' industry.
SignalNews APIs · Trade press · Crunchbase
  • →Disruption play
  • →ICP refresh on event
Regulatory change
New regulation hits the segment.
SignalNews APIs · Manual watch
  • →Education content
  • →Sales enablement
  • →Positioning update
Analyst / category event
Analyst names the category, or category-creation moment.
SignalRSS · Analyst portals · Manual watch
  • →PR amplification
  • →Sales enablement
  • →Positioning update
G
GTM INPUT PRIMITIVES
A complete signal taxonomy · v1 · 2026
41 primitives · 7 categories · ~136 workflows
Companion to the GTM Primitive Scorecard
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