It lives in a weekly meeting
Momentum gets re-litigated every pipeline review from CRM notes and memory. By the time an account is flagged as cooling, the deal has usually already slipped.
Wave · Motion Traction
Know which accounts are heating up, before your competitors do.
Wave scores every account's buying motion every morning from your own first-party engagement, then ranks it against your whole pipeline. One objective answer to the question every pipeline review asks: are we gaining or losing momentum on this account right now?
Quick answer
Motion Traction is a Wave feature that scores the buying momentum of every account in your pipeline once a day. It reads first-party engagement from your own data, measures how each account is moving over time, and returns a Trending Up, Trending Down, or Flat verdict, ranked against the rest of your pipeline so you can see which accounts deserve attention right now.
Key capabilities
- Daily account and motion momentum scoring
- Composite traction score from first-party engagement
- Trending Up, Down, or Flat verdict
- Ranked against the rest of your pipeline
- Daily history you can chart as a trend
- Per-tenant kill switch
- Read-only, no CRM writeback
Last updated July 2026
The problem
Pipeline momentum is a gut call. It should be a number.
The hardest question in account-based marketing is not which accounts to target. It is whether the accounts already in your funnel are gaining or losing momentum right now, and no tool answers it.
Dashboards show, they do not rank
You can see raw activity per account, but not whether this week beats last month, and not how one account compares to the rest of your pipeline.
Intent data targets, it does not measure
Intent vendors tell you which accounts to chase. None of them tell you whether the effort you already spent is working, account by account, day by day.
How Wave does it
From your own engagement, one daily verdict, ranked across your pipeline.
Every night Wave computes a composite traction score for each account and buying motion, then turns it into a verdict any marketer can act on without a spreadsheet.
- 01
Read your first-party engagement
Wave reads the buying-signal activity that happens around an account and its committee, drawn entirely from your own data. No survey, no third-party intent, no guesswork.
- 02
Measure the change over time
Wave compares recent activity against the period before it, with noise controls so one busy week cannot swing the verdict and movement too small to matter is filtered out.
- 03
Return Up, Down, or Flat
The signals resolve into a single composite that shows as a Trending Up, Trending Down, or Flat badge on every account and motion card in Wave.
- 04
Rank across your pipeline
Each account's score is ranked against every other account in your pipeline, so a genuinely hot motion stands out from one that simply had a good week.
Where it fits
Built on the same person-level data layer as the rest of Wave.
Motion Traction reuses the exact engagement and seat definitions that power Wave's buying groups and lift experiments, so an engaged seat means the same thing on every surface.
Your sources
Wave
Trending verdicts
The score is stored daily per account, so the accumulated history becomes a momentum trend you can chart over time. It runs automatically across every active tenant each morning, carries a per-tenant kill switch, and writes nothing to your CRM. It is a read-only signal layered on top of the buying-group structure you already run in Wave.
Works alongside Channel Affinity, Buying Groups, The full Wave platform.
Why Wave is different
No intent vendor and no ESP scores this.
Send-time tools optimize the hour. Intent vendors score accounts to target. Wave measures whether the motion you are already running is gaining or losing momentum, every day.
Most tools
Wave
Intent data ranks accounts by third-party signal to help you decide who to target.
Wave ranks the accounts already in your pipeline by first-party momentum, so you know where to act now.
Engagement dashboards show raw activity with no time comparison and no ranking.
Wave measures each account's movement against the period before it and ranks every account across your pipeline.
Pipeline momentum is debated in a weekly meeting from CRM notes.
Wave delivers an objective Up, Down, or Flat verdict on every account every morning.
Account scores are generic and account-wide.
Wave scores each buying motion, so a deal committee and a marketing motion are tracked separately.
FAQ
Questions buyers ask about Motion Traction.
What is Motion Traction in Wave?
Motion Traction is a Wave feature that scores the buying momentum of every account in your pipeline once a day. It reads first-party engagement from your own data, measures how each account is moving over time, and returns a Trending Up, Trending Down, or Flat verdict, plus a ranking against the rest of your pipeline.
What does the traction score read?
First-party engagement signals from your own data: the activity that happens around an account and its buying committee, blended into one composite score. It uses no third-party intent data and no surveys, so the verdict reflects what is actually happening in your pipeline, not a vendor's guess about it.
How often does the traction score update?
Every morning. Wave recomputes the score for every account and motion daily and stores each day, so the accumulated history forms a momentum trend you can chart over time.
How is Motion Traction different from intent data?
Intent data ranks accounts you should target using third-party signals. Motion Traction measures whether the accounts already in your pipeline are gaining or losing momentum, using your own first-party engagement data, and ranks them against each other.
Do I need HubSpot Deals or buying groups configured?
It works best when you run Wave buying groups, because the committee's own progress is part of the signal. It scores both free-standing marketing motions and deal-anchored buying committees synced from your CRM.
Does Wave write the traction score back to my CRM?
No. Motion Traction is a read-only signal surfaced inside Wave. It never modifies your CRM. Other Wave products handle CRM writeback, each governed by a per-tenant kill switch.
Will a small pipeline get a meaningful ranking?
A ranking is only shown once there are enough accounts to compare against, so a number is never computed on too few. The Up, Down, or Flat verdict still appears for every account regardless of pipeline size.
How do I see Motion Traction on my own accounts?
Book a 20-minute walkthrough. We will configure a tenant against your stack shape and show the traction verdicts and rankings Wave would produce on your real accounts.
See it on your data
See which accounts are heating up on your data.
Book a 20-minute walkthrough. We will run Motion Traction against your pipeline shape and show you the verdicts and rankings Wave would produce on your real accounts.
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