Fit and intent are separate judgments
Use documented fit and interest criteria while keeping commercial outcomes separate. A relevant company signal is a prioritization input rather than proof of an opportunity or revenue.
An ideal-customer profile describes whether an organization resembles the intended buyer. An intent signal suggests possible interest in a subject under a defined method. Neither establishes a live project, budget or decision authority.
A worked example
A hypothetical company matches the target industry and shows topic activity. It may deserve research, but calling it a sales-ready opportunity would add facts not yet observed. A direct project inquiry carries different evidence.
How to apply it
- Define the fit criteria independently of the intent signal.
- Preserve the signal type, timing and limits without revealing proprietary collection methods.
- Validate material assumptions before advancing a record to a sales stage.
What the result can establish
Measure whether prioritization helps useful follow-up rather than counting every signal as a lead. Avoid asserting that an identified person performed an action when the evidence is only organization-level.
Reference: NIST: AI Risk Management Framework.
Supporting documentation
NIST: AI Risk Management FrameworkFTC: advertising guidance for small businessGoogle Analytics: measurement documentation