They know you and they're buying now. The payoff quadrant. Precise human follow-up, in minutes. Do not nurture.
Sales-Ready is one of the four quadrants of the Demand Compass: high awareness and high readiness. The account knows you and is buying now. It is the payoff the whole system exists to produce.
It ends the argument about which leads are real. A Sales-Ready account is not a score to debate, it is an account that both knows you and is acting, with the signals to prove it.
An account executive owns it. Move at full speed: a precise, full-context human follow-up in minutes, not days. The rep opens the account already knowing why it is hot, because the score decomposes into the named, dated signals that raised it.
Use Sales-Ready for accounts that score high on both axes. This is the only quadrant where you move fast to close; hesitation is the failure mode.
An account that has followed your work for months (high awareness) and is now visiting pricing three times a week with a new budget owner (high readiness) is Sales-Ready. The AE calls today, with full context.
Sales-Ready sits above In-Market (same readiness, more awareness) and right of Nurture (same awareness, now ready). Do not nurture a Sales-Ready account, act. See how the score stays trustworthy via 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 →