Intent spikes tempt teams to rewrite positioning overnight. Sometimes the spike is noise—a webinar bounce, a crawler, a one-off research binge. Triage discipline protects narrative integrity.
Start with a simple question: if sales acted on this signal tomorrow, would they have enough context to add value? If no, the signal needs enrichment, not a press release. Our Signal Briefing Workshop builds that muscle with live examples.
We also coach teams to log misfires. A library of false positives is more valuable than a highlight reel of wins because it trains judgment. Pair qualitative notes with a lightweight weekly review so patterns surface without blame.
Narrative changes should be rare and evidence-backed. Use spikes to trigger research, not automatic messaging pivots.