Additional Buyer Readiness Signals There are other signals that are probably “Dark Funnelling” in your CRM or MAP that can indicate buying readiness for both prospects and existing customers: Re-examine Closed/Lost Data For example, when deals are closed as lost, revenue teams can usually determine: • Which company won the deal • The broad terms of why the deal that was lost, and • The timing for when that lost deal will be up for renewal with the winner This information can be used to tailor future marketing and sales efforts to displace the current provider. Analyzing customer data is also vital for upselling and preventing churn. Take a Closer Look at Current Customer Data There are substantially more signals available for your existing customers than • The number of interactions with customer success and other non-customers. Here are just a few of the sources of data that may be available internal personnel outside of traditional customer-facing marketing and sales systems: • And more • How customers use existing products and services Whether individually or in combination, these signals can reveal when the • Fluctuations in usage over time time’s right to approach existing customers about renewals, cross-sell and • Changes in personnel using existing solutions upsell opportunities. 16