A signal is a single observable fact about an account that carries meaning for its future: a sudden drop in logins, a champion changing jobs, a frustrated support ticket, a spike in usage against a plan limit, a missed QBR. Individually a signal is just an event. Aggregated and interpreted, signals are what a customer health score is built from and what tells a CSM where to look.
Risk signals and growth signals
Signals point in both directions. Risk signals suggest an account is drifting toward churn: falling adoption, negative sentiment, a quiet champion, billing friction. Growth signals suggest readiness to expand: new teams adopting the product, usage bumping against limits, repeated requests for a gated feature. The same instrumentation surfaces both, which is why a single intelligence layer can drive both the save list and the expansion list.
- A signal is only useful if it reaches the right person in time to act on it.
- The volume of raw signals across all accounts is far more than any team can read manually.
- The job of a customer intelligence platform is to filter the noise and rank the signals that matter.
This filtering is the core problem Merrily solves. It reads the firehose of events across every connected tool, distinguishes the signal from the noise, and surfaces the handful of changes per account that actually warrant a human response, feeding both the health score and the team playbooks.