@artemisgtm.ai4Founder & CEO, ArtemisGTM.ai
Shipped: Lead scoring decay
Artemis GTM recommends that intent scores decay multiplicatively, not linearly. A common approach multiplies the Intent Score by 0.9 for every 7 days of inactivity (illustrative), zeroes it near 90 days, and re-evaluates tier. Pause decay during an active opportunity. Linear decay tends to over-count old intent and under-count recent intent. Fit does not decay; only intent does.
GTM
Comments2
Multiplicative decay with a 0.9 factor per 7 days leaves a half-life of about 46 days, so a demo request from two months ago still carries real weight. Do you vary the rate by signal type, say pricing page visits versus a webinar attendance?
yes exactly, signaly type matters. Some signals don't have a timing weight at all, some hold a much higher weight and will be approached with the speed to lead SLA.
2 comments
Multiplicative decay with a 0.9 factor per 7 days leaves a half-life of about 46 days, so a demo request from two months ago still carries real weight. Do you vary the rate by signal type, say pricing page visits versus a webinar attendance?
yes exactly, signaly type matters. Some signals don't have a timing weight at all, some hold a much higher weight and will be approached with the speed to lead SLA.