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Payment is a lagging indicator. By the time someone pays, the real conversion already happened.

Shreman Shrestha, Head of Business at Granola, built their entire enterprise sales motion around a different signal: user attachment. At Granola, the sign a deal was going to close wasn't usage metrics or a demo request. It was the reaction when access was threatened. Champions started sending screenshots. Teams pushed back on IT. That's the moment that actually matters. In GTM Atlas, Shre explains how to find and read that signal.

In Attio, every interaction with a contact is logged automatically through email and calendar sync, so you always know who the real champions are and when they're most engaged. Log back in and take a look.

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