The horizontal axis of the Demand Compass. Are they buying now? You detect it from signals, and it fades fast.
Readiness to Buy is one of the two axes of the Demand Compass. It measures whether an account is in a buying window right now, independent of whether they know you. Readiness is detected, not developed: you find it in behavior.
It stops you from treating an aware-but-not-ready account as a live deal, and from missing a ready account just because it has never heard of you. Readiness is the question the MQL pretended a single score could answer.
You detect readiness from behavioral signals in the dark channel: repeated pricing-page and docs visits, a relevant new hire, a funding round, product or free-tier activity, a stack-naming job post, or a competitor displacement. You score the account, not the person.
Use the readiness axis to decide speed. High readiness means move now, minutes not days, before a competitor catches the window. Low readiness means develop awareness and wait.
An account visiting your pricing page five times this week, with a new VP twelve days ago, has high readiness, even if its awareness score is low. That is an In-Market account.
Readiness pairs with Brand Awareness to place every account in a quadrant. It decays fast, a signal has a half-life, see the decay rule.
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 →