anysite-crm-signals

name

anysite-crm-signals

description

Sweep CRM target accounts for buying signals - funding rounds, executive hires, hiring surges, layoffs, news, brand mentions - using Crunchbase, LinkedIn jobs/posts and news sources, then prioritize accounts and optionally stamp signal fields back into the CRM. Use when the user asks "what's new with my accounts", wants signal-based prioritization, account monitoring, or a "who should I reach out to today" answer. Pairs with a cron/loop for always-on monitoring. Requires an active CRM connection.

CRM Signals

Turn a static account list into a prioritized "act now" list. One signal is a guess; 2+ signals within ~30 days is a pattern. Signal-triggered outreach converts several times better than cold cadence (vendor-reported benchmarks: exec hires and job changes lead, then funding) — treat the ordering as solid, the exact percentages as marketing.

Prerequisites

Active CRM connection (crm_list_connections). Profile optional for read-only sweeps; required if the user wants signal fields written back — and then the Writing rules in anysite-crm-setup apply.

Flow

1. Pick the account set

crm_query_records(object_type="companies", list_id=<target list> | search=...,
                  properties=[record_id, name, domain, <mapped signal fields if any>])

Cap a single sweep at ~50 accounts (each account costs several source calls). More → propose splitting or narrowing.

2. Per-account signal collection

Run the cheap universal chain for every account; add optional probes when relevant.

Funding / exec hires / news / layoffs / intent (one lookup covers five signals):

# The domain-resolve you already did (search_sql_companies) returns `crunchbase_link` —
# extract the alias from it for FREE. Only when crunchbase_link is empty AND the company
# is plausibly venture-backed, fall back to the expensive live search:
execute crunchbase/search {keywords: "<company name>", count: 3}   # 20cr/50 — last resort
execute crunchbase/company {company: "<alias>"}
  → funding_rounds[] (date, type, amount, lead investors)
  → leadership_hires[] (date, role, description) — measured live: EMPTY on 6 of 6
    SMB/startup accounts (incl. a 281-person, 10-year-old company; sample: US tech/AI).
    Never build the Act-now tier on its presence for that ICP; empty ≠ "no hires"
  → news[] (title, date, publisher)
  → layoffs[]
  → bombora_surges[] (free intent bonus: topics the account's staff is researching.
    Count it ONLY if a topic matches the user's product category — it reflects what
    they buy, not that they need you; weak-moderate on its own, good as a stack booster)

Alias hygiene: aliases are case-sensitive (412 on miss → re-resolve once, likely rebrand). Keep a name → alias table in the local profile file so future sweeps skip resolution entirely — the profile is a local file, it works even when CRM custom fields can't be created. Coverage honesty: crunchbase_link is filled mostly for venture-backed companies (≈3/10 in a live batch); bootstrapped/service companies often have NO Crunchbase record — for them skip the crunchbase probe entirely instead of fuzzy-searching a wrong match.

Hiring (what they're building):

# Preferred: the domain-resolve response already carries `organizational_urn`
# ("company:1441") — take the numeric id from it, no extra search needed:
execute linkedin/search/search_jobs {company: [{"type": "company", "value": "1441"}],
                                     count: 20, sort: "recent"}
# Only for accounts that were never domain-resolved:
execute linkedin/search/search_companies {keywords: "<name>", count: 5}
  → pick the RIGHT company by name + industry + alias (first hit is often a namesake:
    "Notion" returns a Media Production company first, notionhq second)
  → its urn is already {"type": "company", "value": "<id>"} — pass through as-is

A wrong-company URN turns someone else's vacancies into a fake hiring signal — worse than no signal. Unsure which company is right → skip the hiring probe for that account, say so. Look for roles in the buyer function (e.g. RevOps/Growth/Data roles for a data product).

Mentions / social activity (optional):

execute linkedin/search/search_posts {keywords: "\"<company name>\"",
                                      date_posted: "past-month", count: 20}
execute techmeme/stories/stories_search {keyword: "<company name>", count: 5}

Do NOT use gdelt in sweep loops — not broken, but 10–50s per call by design, which multiplied by N accounts wrecks the sweep; techmeme/google news answer in seconds. Filter false positives for generic company names by checking the author/context before counting a mention as a signal. For SMALL accounts, where keyword search finds nothing, the better probe is the company's own feed: linkedin/company/company_posts (~1cr/10) — hiring announcements there name new people in mentioned[] with vanity aliases (new-hire signal + a warm contact in one call).

3. Score and stack — and filter out what was already reported

Novelty check first: if the profile maps signal fields, you pulled last_signal_date / last_signal_type in step 1 — a "signal" older than or equal to what the CRM already records is NOT news. Without it, a funding round from three months ago gets re-announced as fresh on every sweep and the user stops trusting the report. Previously-known signals go into a collapsed "already reported" section, never into Act now.

Then, per account, count NEW signals in the last 30/90 days, weighted by conversion value — and the weights are ICP-dependent, because signal AVAILABILITY is:

• SMB/startup ICP: lead with funding rounds and job postings in the buyer function — both filled on every account measured; treat leadership_hires[] as a bonus when present (it was empty on the whole live sample), catching exec changes via job postings and company_posts instead.
• Enterprise/press-covered ICP: exec hire in buyer function > funding round > hiring surge in relevant roles > news > mentions (appointments there do reach the press feeds that fill leadership_hires). Layoffs = negative budget signal for expansion, positive for cost-saving pitches — interpret against the user's product.

Output tiers: Act now (2+ fresh signals), Watch (1 signal), Quiet.

4. Report (and optionally write back)

Always produce the human report first: account → signals → suggested angle ("congratulate on Series B, reference the new VP Sales hire"). Hand a dated signal + the angle to anysite-outreach to draft the first touch.

If the profile maps signal fields (e.g. last_signal_type, last_signal_date, signal_summary) and the user wants them stored:

crm_upsert_companies(records=[{domain: "<domain>", properties:{...}}], allow_create=false,
                     overwrite_properties=[<signal fields — they are volatile by nature,
                     profile must mark them overwrite>], dry_run=true)

Company upserts match ONLY by domain — pull domain in step 1; accounts without one are report-only. → confirm → write → report run_id.

Recurrence

This skill is a one-shot sweep. For always-on monitoring suggest scheduling: a Claude Code cron / /loop, or an operator habit ("run signals every Monday"). Note what was swept and when in your report so the next run compares against it. Post search granularity is coarse (date_posted: past-24h / past-week / past-month only) — a weekly cadence fits it best; funding/news items carry their own dates, filter those by date in-session.