RevOps needs real-time buying signals to replace guesswork with evidence.
The most valuable triggers: job changes, funding, intent, technographics, and product usage.
Lusha operationalizes signals with CRM enrichment, automated workflows, and real-time alerts.
Core use cases: pipeline generation, revenue growth, engagement, upsell.
Success is measured in pipeline influence, win rates, cycle reduction, and expansion ARR.
Revenue operations sits at the intersection of sales, marketing, and customer success. The mandate is clear: drive pipeline efficiency and align teams around the right opportunities. But too often, teams are stuck working blind:
- Sales reps chase accounts based on gut feeling rather than evidence.
- Marketing spends budget on broad audiences instead of in-market buyers.
- CSMs react to churn risk too late, when it’s already in motion.
The missing piece? Real-time visibility into accounts that are actively changing.
That’s what signals deliver: evidence of intent, readiness, or change that makes a prospect or customer more likely to engage. With signals tied to verified contacts and automated workflows, RevOps can shift from reactive to proactive revenue motions.
What makes a signal valuable
Not all data points are equal. Some are “noise” (static attributes like industry or headcount), while others are conversion-driving signals—events that reflect budget, authority, need, or timing.
The signals that matter most for RevOps:
- Job changes: New executives (CROs, CMOs, RevOps leaders) often reassess tech stacks, bringing budget and openness to change.
- Funding rounds: Series A/B/C raises unlock fresh spend and hiring initiatives.
- Intent activity: Accounts researching relevant categories signal they’re in an active buying cycle.
- Technographics: When a company adopts or churns a competitor tool, it’s a natural entry point.
- Product usage (customers): Spikes in adoption indicate upsell readiness; drops can flag churn risk.
The most effective RevOps teams map these signals to historical wins. For example, if 70% of your last 50 closed-won deals happened within three months of a funding event, that signal should trigger a play every time.
How RevOps operationalizes signals with Lusha
Signals only matter if they’re actionable inside existing workflows. That’s where Lusha comes in—transforming raw signals into revenue outcomes:
Stream signals into the CRM
Lusha integrates funding, job change, intent, and technographic triggers directly into Salesforce or HubSpot, appended with verified contacts.Trigger automated plays
A Series B funding event can enrich the account with 5+ decision-makers, auto-route to the right AE, and launch a targeted outreach sequence—all without manual intervention.Update records in real time
When a CMO leaves a customer account, Lusha instantly updates CRM fields, recalculates account health scores, and triggers renewal workflows.Alert reps where they work
Lusha signals surface directly in Slack, Teams, or sales engagement platforms, ensuring reps act within minutes—not days.
RevOps use cases powered by Lusha signals
1. Pipeline generation
Identify net-new accounts raising funds, hiring aggressively, or adopting relevant tools. With Lusha enrichment, those accounts come pre-loaded with decision-makers, ready for SDR follow-up.
Impact: More top-of-funnel opportunities, better aligned to ICP.
2. Revenue growth
Executives on the move create opportunities. If a champion leaves for a new company, Lusha flags the move so SDRs can open fresh conversations while AEs protect renewals.
Impact: Referral plays at new companies + expansion budget where new leaders arrive.
3. Engagement
Not every account is ready to talk to sales—but intent signals matter. Lusha detects surges in research around relevant categories and feeds those accounts into nurture campaigns or ABM plays.
Impact: Marketing engages at the right time, reps step in when momentum builds.
4. Upsell
Your customers generate signals, too. When product usage spikes, Lusha enriches those signals with verified contacts and alerts CSMs, making it easy to launch expansion plays.
Impact: Stronger net revenue retention, more seats, and larger deals.
Playbook examples with Lusha
Funding round play
- Signal: Series B funding.
- Workflow: Lusha enriches the account with verified contacts → CRM routing assigns to Enterprise AE → Outreach campaign launches within 24 hours.
- Outcome: Higher connect rates, faster cycle entry.
Job change play
- Signal: CRO leaves a key customer.
- Workflow: Lusha updates CRM record → account health drops → CSM alerted → renewal mitigation play triggered.
- Outcome: Retention risk surfaced 90 days earlier than manual detection.
Intent spike play
- Signal: Target account shows 3x increase in research around “sales engagement platforms.”
- Workflow: Lusha enriches contacts → account added to ABM campaign → SDR notified in Slack → personalized sequence sent.
- Outcome: Faster entry into buying cycle, with tailored messaging.
Measuring impact of signal-driven workflows
RevOps should treat signal-led plays as measurable levers, not experiments. Metrics to track:
- Pipeline influence: % of opportunities sourced from signal-led accounts.
- Win rate lift: Deals with signals attached vs. those without.
- Cycle reduction: Average sales cycle length with signal-driven plays.
- Expansion revenue: ARR influenced by job changes and usage signals.
- Rep adoption: Alerts acted on within SLA vs. ignored.
Example KPI: “Signal-led opportunities close 2x faster with 30% higher ACV compared to standard opportunities.”
FAQs
At scale, that’s impossible. Lusha detects and enriches changes across millions of profiles automatically.
Yes. Usage spikes and job changes help CSMs spot upsell and renewal risks early.
Lusha ensures all enrichment and signals are GDPR/CCPA-compliant. Every workflow stays enterprise-ready.
