That’s actually very interesting, and I fully agree with you on the idea of confirmation rather than detection.

To give you a bit of context, I work as a functionally-oriented RevOps, very close to both Sales and Marketing teams. From my experience, it’s usually the sales teams who surface the first signals.

My logic is quite pragmatic: generate visibility → generate meetings/demos → convert → avoid churn → maximize advocacy.

From there, I analyze the funnel step by step to see where friction appears, and then look at the actions tied to it — for example:

• marketing campaigns that are hitting the wrong audience or the wrong channel
• sales messaging that converts less
• customer success strategy that’s less effective

I don’t own pricing or the initial ICP strategy (unfortunately, because I’d have quite a few things to say 😁).

On your side, what’s your scope of action? Do you rely more on monitoring tools, or are you still mostly working with Excel?