Question
Weighting company behavior against individual behavior in a deal score.
Account level signals describe what the company is doing: buying process, pipeline history, anonymous site visits. Contact level signals describe what named people are doing. The right balance between them depends on your deal size and buying committee, which is why it should be a setting rather than an assumption.
Two levels, two questions.
Account signals answer whether the organization is moving: has a security review started, is the company visiting your site, has procurement opened a record.
Contact signals answer whether the people are: who is replying, how fast, who has joined, who has gone quiet.
A deal is a company decision made by individuals, so a score reading only one level is answering half the question.
Why the balance is business specific.
A large enterprise deal with a nine person committee is mostly an account level story. One champion going quiet matters less when eight others are engaged.
A mid market deal with three contacts is mostly a contact level story. One person going quiet is most of your signal.
A vendor cannot know which you are, which is why a fixed split is a guess about your business.
What happens when you only read one.
Contact only misses the company doing work you are not part of: the internal review, the comparison shopping, the budget conversation.
Account only misses the champion who stopped replying three weeks ago, which is the most common way a deal dies.
How Kaypo splits it.
Seventy thirty account to person by default, and configurable. Weights within each tier are normalized, so doubling every number changes nothing and only the relative balance matters.
Anonymous site visits sit on the account side and can never carry a person identifier, which is enforced by tests rather than by policy.
Questions
Should deal scoring look at the account or the contact?
Deal scoring should look at both the account and the contact. Account signals show whether the organization is moving; contact signals show whether the people are. The right balance depends on your deal size and buying committee, so it should be configurable rather than fixed.
What are account level buying signals?
Security or procurement reviews starting, pipeline history at that company, and anonymous site activity from the organization. They describe the company rather than any individual.
It arrives in Slack
Every morning, each rep gets one message naming the deals on their own book that moved overnight, biggest mover first, with the reason beside each number and the deals that have gone quiet underneath.
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Related reading
Which sales signals actually predict a close
Most teams track activity because activity is easy to count. The signals that predict an outcome are mostly things the buyer does, not things the rep does.
Can you change how your deal score is calculated
Most deal scores cannot be opened or adjusted. Why that matters the first time one is wrong about your business, and what an editable model gives you instead.
First party conversations against third party signals in a deal score
Most scoring reads only what your team did with the buyer. What that misses, and why an account researching a competitor never reaches your pipeline.
What a new rep needs in week one that nobody gives them
Most onboarding covers product and process. The thing that actually shortens ramp is knowing what winning looks like at this specific company.
Reviewed September 20, 2026 against the product as it behaves today.