Interpret what they mean

Without interpretation, spotted signals pile up. Interpretation filters them against direction.

Most signals do not need immediate pursuit action. Some should be watched. Some should be researched. Some should trigger a reconnection. Some should become an early opportunity note. Some should be shared with leadership or marketing. Some should be ignored.

The mistake is treating every signal like pipeline. When the only valid outcome is "create pursuit," doer-sellers either overreact or stop reporting what they hear.

Interpretation keeps BD honest. It connects the signal back to direction: the markets, clients, geographies, and project types the firm is trying to win.

A useful signal can be scored by asking:

• Is this tied to a target market we are actively trying to win?
• Is there a plausible project need behind the change?
• Is there a known relationship path, or a path we could build?
• Is there a reason to act now rather than wait?
• Do we have relevant proof, or could we assemble it quickly?
• Is this strategically valuable even if no project exists yet: for example, access, learning, or positioning?

Low scores are not failures. They often mean "watch" or "log lightly." High scores mean the signal deserves grounding, navigation, and a dated next action.

Interpretation also prevents false urgency. A developer speaking at a conference is not always a pursuit. A former client changing jobs is not always immediate outreach. The question is whether the change creates a credible path to future work the firm wants.

The output is not a perfect forecast. It is a clearer decision about what to do next, and what to leave alone.