EPISODE 27 | September 05, 2025
Signal-Based GTM Architecture with Nicolas De Kouchkovsky
Industry analyst Nicolas De Kouchkovsky explains signal taxonomy and architecture for effective signal-based selling. Deep dive into data-based GTM strategy.
Key Takeaways
- 5-95 rule reality: Only 5% of your target market is in-market at any given time, making signal identification critical
- Signal taxonomy matters: First-party (your website), second-party (selective partner data), and third-party (commercial) signals each play different roles
- Signals require tuning: Many signals are educated guesses that need permanent refinement based on results
- Beyond prospecting: Signal-based selling extends to inbound, retention, and expansion - not just outbound
- Physical signals exist: Don't overindex on digital; events and physical interactions generate valuable signals too
Guest
Nicolas De Kouchkovsky, Industry Analyst & Former CMO
CaCube
CaCube
Key Topics
Signal Taxonomy, First-Party Signals, Third-Party Intent, Data-Based Selling, GTM Architecture, B2B Data Strategy
Tags
signal taxonomy, intent data, first-party data, B2B data strategy, GTM architecture, sales tech
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