Summary
This OpsStars 2025 panel shows how RevOps, Marketing Ops, and Sales Ops teams turn buyer signals into orchestrated actions that create pipeline. Leaders from LeanData, UserGems, and 6sense explain how to separate signal from noise, apply AI for scoring and prioritization, and operationalize multi channel plays that align to the buyer journey.
Key Takeaways
- Define buying signals for your ICP by analyzing your own customers, then validate vendors and data quality before you scale.
- Use AI to ingest large data sets and score accounts and contacts, then keep humans in the loop to review and adjust.
- Build a clean foundation first. Data hygiene and taxonomy enable orchestration at scale across sales, marketing, and customer teams.
- Orchestrate coordinated workflows across teams that match buyer stage, emphasize relevancy, and measure both progression and conversion.
- Measure impact at the campaign level and track efficiency ratios, pipeline, and time saved, not individual signals in isolation.
Speakers
Mike Madsen, Head of Revenue Operations, LeanData
Mike leads RevOps at LeanData, helping companies align execution to the buyer journey with GTM orchestration.
Trinity Nguyen, CMO, UserGems
Trinity runs marketing and the ADR function at UserGems, focusing on AI powered outbound and account based experiences.
Chris Dutton, VP, Demand Generation and Marketing Operations, 6sense
Chris leads marketing operations at 6sense and serves as customer zero, operationalizing intent and stage based programs.
What You’ll Learn
Q: How do you determine which buyer signals actually matter?
A: Start with your own data. Identify shared pre purchase patterns across won customers to define buying signals for your ICP. Vet providers for signal quality, document a taxonomy, and align it to outcomes like booked meetings, opportunity creation, or acceleration.
Q: Where does AI add the most value with signals?
A: AI excels at ingesting and scoring high volume, diverse signals at the account and contact levels. Pair models with human review to avoid black boxes, maintain relevancy, and adapt when markets shift.
Q: How do you orchestrate signals across a nonlinear buying journey?
A: Establish clean data and shared definitions first. Use no code workflows to trigger parallel sales, marketing, and customer motions that match each stage. Prioritize relevancy in outreach and advertising so every touch reflects what the account is researching right now.
Session Transcript
Mike Madsen: Thank you for joining us. I am Mike Madsen, Head of RevOps. With me are Trinity Nguyen from UserGems and Chris Dutton from 6sense. We will discuss how to decode buying signals and translate them into orchestrated actions your go-to-market teams can use.
Mike Madsen: Trinity, please introduce yourself.
Trinity Nguyen: I am Trinity Nguyen, CMO at UserGems. Our ADR team sits within marketing so we can unify the top of funnel. We run account-based experiences and outbound programs, and we capture a lot of signals across accounts and people.
Chris Dutton: I am Chris Dutton with 6sense. I run marketing operations and our internal instance of 6sense. We like to be customer zero. 6sense is known as an ABM platform, and we also help identify intent, target personas, and understand where buyers are in their journey.
Mike Madsen: As more providers gain access to data, the challenge is separating valuable data from noise. Trinity, how do you differentiate signal from noise?
Trinity Nguyen: We use three steps. First, understand what buying signals mean for your business. There are many playbooks, but ICPs differ. Look at your customers and find the signals present before they bought. Second, once you have a shortlist, evaluate internal and external sources for signal quality. Vetting early prevents
