Signature framework

Signal Quality Ladder

A practical five-level framework for scoring buyer, distributor, trade show, partner, and proof-of-concept signals. Use it when activity looks positive but leadership needs to know whether the evidence is strong enough to justify the next dollar.

Markdown tool4 min readexeterlabs.com/resources

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Signal Quality Ladder

Use this ladder to separate polite market noise from commercial intent before scaling North America spend.

Level	Signal	What It Means	Evidence To Capture
1	Polite Interest	"Interesting, send more info."	Source, role, context, requested follow-up
2	Specific Engagement	They ask detailed questions.	Use case, workflow, constraints, objections
3	Time Commitment	They agree to a serious next step.	Meeting date, attendees, agenda, decision role
4	Economic Signal	Budget, timeline, procurement, or pilot scope appears.	Budget owner, timing, scope, success criteria
5	Conversion	They pay, sign, pilot, or introduce decision makers.	Agreement, pilot plan, purchase step, referral

Leadership question: Which signals are strong enough to justify more spend, and which still need validation?