They're buying, but they don't know you. Sharp, signal-informed outreach, fast. Do not slow down.
In-Market is one of the four quadrants of the Demand Compass: low awareness and high readiness. The account is in a buying window but does not know you yet. The window is open and it will close.
It stops you from treating a ready account like a cold one, slow nurture while a competitor takes the deal. In-Market names the accounts where speed, not relationship-building, is the job.
An SDR owns it. Run a sharp, signal-informed opener led by the problem, on email, LinkedIn or phone, fast. Lead with the buyer's priority, not with the fact that you saw their job post. Speed beats polish because the window is closing.
Use In-Market for accounts showing strong readiness signals, repeated pricing or docs visits, a new budget owner, a funding round, but little awareness of you.
An account hitting your pricing page five times this week with a new VP of Sales, that has never engaged with your brand, is In-Market. Reach out today, led by their problem.
In-Market is the opposite of Nurture (aware but not ready). When you also build awareness, an In-Market account becomes Sales-Ready. It reads the readiness axis at its strongest.
From The Demand Compass: The Signal-Based GTM Framework for B2B Marketing Leaders in Complex Sales, by David Moreira and Marcos Stubrin (automate rev.ops.).
ISBN 979-8-9969092-1-6 (paperback). Get the book →