guides
the trigger library
A trigger event is something that happened at a company, on a date, that gives it a reason to buy now. Here are the 14 we look for most, each with where to find it in India, how long it stays useful, what to watch out for and an example of what to say.
New to this? Start with the guide to buying signals.
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- a new leader joinsA new CIO, CFO, CHRO or head of sales usually reviews what they inherited in their first few months, and that's when vendors get added or replaced.
- a company raises moneyA company that just raised money has a plan to spend it, usually on hiring, tools and growth, and the plan firms up in the months after the round.
- a company is hiringJob posts show where a team is short, how fast it's growing and often which tools it uses, because job descriptions name them.
- a company expandsA company opening new offices, branches, plants or cities has to staff, equip and run them, usually against a deadline.
- a company gets a new licenceA company that just got a licence or registration from RBI, SEBI or IRDAI now has to build the operations, compliance and reporting that come with it, usually quickly.
- a company files for an IPOA company that files a draft red herring prospectus (DRHP) with SEBI is getting ready to be a listed company.
- a company acquires or mergesAfter an acquisition, two sets of systems, teams and vendors have to be merged, and decisions get made about which ones stay.
- a government buyer opens a tenderA tender is the clearest buying signal there is: a public body saying in writing what it wants to buy and by when.
- a compliance deadline is comingA new rule with a fixed date makes companies act before it, usually by buying tools, services or advice.
- a company launches something newA company launching a new product or entering a new category needs to market, sell and support it, often with teams and tools it didn't need before.
- management says what they'll invest inOn earnings calls and in investor presentations, listed companies tell investors what they plan to invest in, like digital, new markets or cost cutting.
- a company changes its toolsWhen a company adopts a new platform or moves off an old one, it needs implementation help, integrations, training and often add-on products.
- a company sponsors or exhibits at an eventA company paying to sponsor or exhibit at an industry event is actively spending on growth, and it wants meetings from it.
- a company expands abroadAn Indian company entering a new country needs a local entity, compliance, payroll, a sales team and a go-to-market plan, often all at once.