A way to grade signalled interest by how much time and money the person invested.
Daniel Priestley's framework, from Oversubscribed, pp. 150 to 152.
Hot signals
Target customers spend time and money, such as paying $500 for a full-day workshop.
Warm signals
People invest time or money but not both, such as attending a free two-hour seminar or paying a refundable deposit.
Cold signals
Soft measurable interactions online such as downloads, email opt-ins, videos watched, competition entries or free samples.
From chapter: PHASE 3: OVERSUBSCRIBED RELEASE: COMMUNICATING DEMAND AND SUPPLY TENSION BEFORE ALLOWING PEOPLE TO BUY, pp. 150–152
Phase 3 says not to release capacity until you are oversubscribed. You need to measure the quantity and quality of signalled interest in one central scoreboard. Quality depends on the time people invest, the money they spend and their suitability. Hot signals require time and money, warm signals one of the two, and cold signals are soft online interactions that are easy to send, so you need a hundred times capacity in them.
