--- title: "Signals in the CRM, with Decay: GTM Play in 6 Steps" description: "Signals in the CRM, with Decay is a six-step ABM and outbound play for your CRM, from “Capture signals, dated” to “Hot account: map the committee and alert the rep”. It uses Clay, Claude Code, Claude, HubSpot, Salesforce and five more tools." url: https://frontal.so/plays/signals-in-crm-with-decay updated: 2026-10-19 --- Play 37 ABM · Outbound # Signals in the CRM, with Decay Signals in the CRM, with Decay is a six-step ABM and outbound play for your CRM, from “Capture signals, dated” to “Hot account: map the committee and alert the rep”. It uses Clay, Claude Code, Claude, HubSpot, Salesforce and five more tools. [Kenny Damian](https://www.linkedin.com/in/kenny-damian-90aba221a/), Co-founder & Head of GTM **Motion** ABM, Outbound **Channel** CRM **Steps** 6 **Tools** 10 ## The workflow [![Workflow diagram of the Signals in the CRM, with Decay play in five numbered stages: capture signals, dated; one CRM record per signal; score it, and let it decay; thresholds move accounts both ways; and hot account: committee, brief, alert.](https://frontal.so/_astro/signals-in-crm-with-decay-1280.B6UDK-K-.webp)](https://frontal.so/_astro/signals-in-crm-with-decay-1280.B6UDK-K-.webp) *[Open the diagram full size](https://frontal.so/_astro/signals-in-crm-with-decay-1280.B6UDK-K-.webp) (1280 x 2098 px)* **The diagram as text** 1. Capture signals, dated - **Signals on your target accounts**: Job posts, Funding, Tech stack, Exec moves, Website visits and Post engagement. Every signal arrives with a date, a one-line summary and a source URL. Detect: Clay and Claude Code. 2. One CRM record per signal - **Signals custom object (associated with the company)**: Type, Date, Summary, Source URL and Weight. In: HubSpot and Salesforce. Rollup: Count, last signal date, score. 3. Score it, and let it decay - **Priority score**: Each signal adds its weight, then decays exponentially on its own curve. New signal: back up. Config: Weight + decay rate per type, in a table. - **Per signal → Controls** - Decay window → Ranking and queue order - Copy window, tighter → Whether copy may name it - Hard hide, about 6 months → Shown at all - Intent topics → Steer the subject, never claimed 4. Thresholds move accounts both ways - **Warm**: Watch. - **Hot**: Rep works it now. - **Cold**: Decayed. 5. Hot account: committee, brief, alert - **Buying committee**: Every buyer at the account, verified and pushed to the CRM. Source: AI Ark. Email: Prospeo and Findymail. Verify: BounceBan. - **Brief + alert**: Why it is hot, from copy-safe signals only. A task for the owner. Brief: Claude. Task: HubSpot. Alert: Slack. - **Outcome: A list that re-ranks itself every morning** **Feedback loop:** Nothing new: the score drifts down daily (from A list that re-ranks itself every morning back to Priority score). **The stack:** Clay, Claude Code, HubSpot, Salesforce, AI Ark, Prospeo, Findymail, BounceBan, Claude, Slack. ## The play in six steps 1. ### Step 1: Capture signals, dated Signals are only worth something when they reach the place the rep already works, with a date attached. - Job posts, funding, tech stack changes, exec moves, website visits, post engagement. - Detect them in Clay or in Claude Code. Either works; where they land is what matters. - Every signal carries its date, a one-line summary and a source URL. - An undated signal cannot be decayed or checked for freshness, so it is not stored. 2. ### Step 2: Store each signal as its own CRM record A text field gets overwritten every week. A record keeps the history and the why. - Create a Signals custom object in HubSpot or Salesforce, associated with the company. - Properties: signal type, signal date, summary, source URL, weight, age in days. - The company keeps the rollups reps filter on: signal count, last signal date, priority score. - Dedupe on account, signal type and source, so the same event is not scored twice. 3. ### Step 3: Score it, and let it decay An account with three signals a month ago and nothing since should not still sit at the top. - Each signal adds its type’s weight: an exec hire or a funding round counts more than one page visit. - Each signal’s contribution decays exponentially with age, on its own curve per signal type. - A storm or an intent spike fades in weeks. A new leader still matters months later. - Keep weights and decay rates in a config table, not in code, so they can be tuned without a deploy. - The score drifts down every day and jumps back up when something new lands. 4. ### Step 4: Set two thresholds per signal Ranking an account on a signal and naming that signal in an email are different decisions. - Decay window: how long the signal still counts toward ranking the account. - Copy window: how long it may be named in an email or on a call. Always tighter than the decay window. - Hard hide at around six months: past that the signal is not shown at all. - Intent topics may steer which subject gets chosen, but are never stated as a claim. Naming them tells the buyer they were watched. - Generators check a yes or no flag per signal before naming it, rather than a prompt rule. 5. ### Step 5: Let thresholds move accounts both ways Accounts climb and fall on their own as signals arrive and age. - Score thresholds set HOT, WARM and COLD on the company record. - Reps sort by score: the list re-ranks itself every morning before they log in. - An account that cools drops out of the hot view without anyone touching it. 6. ### Step 6: Hot account: map the committee and alert the rep The rep is told why the account is hot and who to talk to, not just that it is hot. - Source the buying committee with AI Ark. - Find verified emails with Prospeo and Findymail, verified with BounceBan. - Claude writes a short account brief from the live, copy-safe signals. - Push contacts and brief to the CRM next to the score, create a task for the owner and alert them in Slack. ## Tools used The ten tools this play names. Each links to the other plays that use it. - [Clay (opens in a new tab)](https://go.frontal.so/clay) [Clay](https://frontal.so/plays?tool=Clay) - [Claude Code](https://frontal.so/plays?tool=Claude%20Code) - [HubSpot](https://frontal.so/plays?tool=HubSpot) - [Salesforce](https://frontal.so/plays?tool=Salesforce) - [Claude](https://frontal.so/plays?tool=Claude) - [AI Ark](https://frontal.so/plays?tool=AI%20Ark) - [Prospeo (opens in a new tab)](https://go.frontal.so/prospeo) [Prospeo](https://frontal.so/plays?tool=Prospeo) - [Findymail](https://frontal.so/plays?tool=Findymail) - [BounceBan](https://frontal.so/plays?tool=BounceBan) - [Slack](https://frontal.so/plays?tool=Slack) ## Related plays - Play 42 Outbound · Inbound ### [CRM Hygiene](https://frontal.so/plays/crm-hygiene) 7 steps · CRM - [Clay (opens in a new tab)](https://go.frontal.so/clay) - [Prospeo (opens in a new tab)](https://go.frontal.so/prospeo) - +2 more - Play 36 ABM · Outbound ### [Target-Account Exec Posts](https://frontal.so/plays/target-account-exec-posts) 6 steps · LinkedIn, Email, CRM - [Clay (opens in a new tab)](https://go.frontal.so/clay) - +2 more - Play 17 Inbound · Outbound · ABM ### [HubSpot Account Tiering & Scoring](https://frontal.so/plays/hubspot-account-tiering-scoring) 7 steps · CRM - [Clay (opens in a new tab)](https://go.frontal.so/clay) [All GTM plays](https://frontal.so/plays) ## Have us run this play Tell us what you’re trying to hit this quarter, and we’ll suggest where to start. 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