Give sales a reason to reach out
A useful signal should help a rep understand what the customer needs next.
A product event tells you that something happened. A user returned, invited a colleague, or tried a feature. Before that event becomes a sales task, someone has to explain why a conversation would help.
More activity can mean interest. It can also mean someone is stuck. A quiet account might have lost momentum, or its users might have completed exactly what they came to do. The event needs context before you decide what to do with it.
Write the customer reason first
Imagine a team has invited several colleagues and started using a shared workspace. A useful intervention might help the administrator decide how to organize access. That is a specific job the rep can help with. A generic request for a demo adds another task to the customer's day.
For each signal you route to sales, answer three questions: what might the customer be trying to do, what evidence supports that interpretation, and what useful next step can the rep offer?
The answer can be a conversation, an example, or a short piece of guidance. Sometimes it is letting the person continue without an interruption. Choose the response around the customer's situation.
Put the context where the rep works
An alert should include enough information to act: the relevant account, the recent behavior, any existing relationship, and the reason the event deserves attention. Make it possible to tell when someone else has already contacted the customer.
Start with a small set of signals and a clear hypothesis for each. That makes it easier to see which interpretations hold up when a real person enters the conversation.
Give reps a way to improve the system
Capture a few simple outcomes: useful timing, wrong contact, existing conversation, no relevant need. Review them alongside customer responses and progression. Reps should help shape the signals because they see what the data leaves out.
Take one alert your team receives today and write the helpful customer conversation it should create. If that is hard to do, improve the context before sending more of those alerts.