RIFT (intent scoring)

RIFT is a simple way to score a buying signal instead of treating it as a yes-or-no. Not every signal counts the same, and RIFT captures four things that make one signal stronger than another:

• Recency — did it happen this week or six months ago? Fresh signals matter more.
• Intensity — one person skimming a blog post is weak; a whole team on your pricing page is strong.
• Frequency — a one-off visit is noise; the same account coming back again and again is a pattern.
• Time-decay — old signals should fade automatically, so a company that researched you last quarter doesn't keep looking "hot" forever.

The point is to tell a real buying moment apart from background activity, so your team spends its time on the accounts that are actually leaning in right now. RIFT scores timing; it does not tell you whether an account is a good fit in the first place, so it always sits on top of a fit score, never in place of one.