Champion changed jobs
Someone who bought, used, or championed your product moves to a new company that fits your ICP.
A former champion already knows the product works and has the story to sell it internally. They are the warmest cold contact you will ever have, and the new company has no incumbent relationship with you to unwind.
- Strength
- Strong
- Act within
- Months 2 to 6 in the new role
- Best for
- Companies with a few years of customers and active users
How we detect it
Runs on Clay, HubSpot or Salesforce, and your product database.
- Pull every contact on closed-won deals and every active user from your CRM and product.
- Watch those people for job changes, then check the new company against your ICP in Clay.
- Flag the deal history and the person’s role in it, so the message can reference what they actually did with you.
What it triggers
An opening line, to show the angle. It never goes out as written.
Saw you landed at Northwind. When we worked together at Acme you had the routing problem solved in a month. Want to do the same there?
- Email: A personal note from the person who worked with them, about bringing what worked at the old company to the new one.
- LinkedIn outreach: A message from the founder or account owner, since they already know each other.
- Rep alert: The original account owner is told first, so the right person reaches out.
- CRM: A new account and contact created with the relationship history attached.
Where it goes wrong
- Letting a sequencer send it. This one should come from a person they know.
- Waiting a year. By then they have already picked their stack.
Stack it with
A second signal on the same account moves it up.
New executive at a target account
A new VP or C-level leader starts at an account you sell to, in the function that buys from you.
Mutual connection or shared investor
An account shares an investor, a board member, a former employer, or a close connection with you or your customers.
Closed-lost, revisited
A deal you lost months ago, at an account where something has since changed.
More people and roles signals
Every people and roles signalPromotion into the buying seat
Someone at a target account is promoted into the role that owns the budget for what you sell.
Decision maker left
The person who owned a tool or vendor at an account leaves, and the seat is empty or newly filled.
Work anniversary
A buyer at a target account reaches their fifth or tenth work anniversary at the company.
FAQs about this signal
Someone who bought, used, or championed your product moves to a new company that fits your ICP. A former champion already knows the product works and has the story to sell it internally. They are the warmest cold contact you will ever have, and the new company has no incumbent relationship with you to unwind.
Pull every contact on closed-won deals and every active user from your CRM and product. Watch those people for job changes, then check the new company against your ICP in Clay. Flag the deal history and the person’s role in it, so the message can reference what they actually did with you. Understory Agency runs it on Clay, HubSpot or Salesforce, and your product database.
The window to act is months 2 to 6 in the new role. Understory Agency routes it to email, linkedin outreach, rep alert, and crm. A personal note from the person who worked with them, about bringing what worked at the old company to the new one. A message from the founder or account owner, since they already know each other. The original account owner is told first, so the right person reaches out. A new account and contact created with the relationship history attached.
It works best for companies with a few years of customers and active users. It is strongest alongside “New executive at a target account”, “Mutual connection or shared investor”, and “Closed-lost, revisited”.
Or let us run it for you
Understory Agency's GTM engineers build the detection in Clay, wire it to the play that fits, and sync every touch to your CRM. Tell us who you sell to, and we'll show you where we would start.