Product Champion Switches Jobs Playbook

Playbook Overview
When should you run this playbook?
You see high turnover among your product champions, either at the company or industry level.
You have a healthy book of business and are focused on warm outbound to land new accounts.
Who to target?
Product champions who have moved on to a new company.
Playbook goal?
Increase revenue through new account conversion.
Responsible team(s)?
  • This playbook doesn’t need to be complicated to be effective. Targeting job switchers is all about maintaining your existing positive relationships.
  • Tracking the signal of job switching can be time-consuming when done manually. We recommend automating this process with a tool like Pocus Job Switchers.
  • Be sure to test the variables in your playbook, like outreach timing and message content. Depending on the industry and budget, including a congratulatory gift as part of your outreach could help boost your conversion rate.

What is the key signal?

The job switchers playbook is based on a simple signal: an employee at one of your accounts who uses your product switches to a new job at a new company.

At most of your accounts, there will typically be a handful of avid users who are highly engaged and see immense value in your product. These users (also called “product champions”) are your biggest advocates and evangelists, singing the praises of your company to their peers and leadership.

Inevitably, one or more of these product champions will leave for a role elsewhere — often with a company in the same industry or vertical. This switch offers you a great opportunity to use your contact as a foot in the door with a new account. 

The job switchers playbook we’ve outlined here helps you capitalize on this opportunity to reconnect with a very warm lead who is deeply familiar with your product and can help you establish a foothold at a new company. 

What is the goal?

Land new business with target accounts. Use your existing contact to establish trust, expertise, and proof of ROI.

Who should use this playbook?

The job switchers playbook is ideal for sales teams focused on generating warm outbound. The playbook works best in three scenarios:

  1. You sell to a high-turnover industry where decision-makers and product champions change companies every year or two. A great example is sales software since the average tenure of a salesperson is less than one year.
  2. Your target accounts have a high volume of product champion turnover. Perhaps the industry you sell to doesn’t traditionally have high turnover, but a key account has recently downsized or is an outlier among their peers, with frequent employee churn. 
  3. You have a healthy book of business and strong personal relationships with your accounts. In this scenario you may not generate a high volume of job switcher leads, but the opportunities you surface are highly valuable as you’ve established a rapport with your product champions.

Try This Playbook

Step 1

Track career moves among your product champions. The most efficient way to do this is via automation, like Pocus’ Job Switcher tool, but you can also block time on your calendar on a recurring schedule to search LinkedIn and find recent job switchers. 

Step 2

Time your outreach. Aim to reach out a few weeks after someone has switched roles. Onboarding is all-consuming so let them breathe in the new role, meet their new teams, and understand the organization before reaching out. 

Step 3 

Reconnect with your product champion. When the time comes, send a heartfelt, congratulatory message to your contact. With the Pocus x Sendoso integration, you can even trigger a gift campaign with one click! Depending on the person’s role within the account you can use outreach to re-establish a relationship (build rapport) or make an explicit ask for an intro. Do the latter if you’re multithreading to strengthen an existing deal. 

Not sure how to craft your message? Don’t make your first email overtly a pitch. Remember, you’re reaching out because they’re starting a new chapter in their career! Show them you appreciate them championing your product at their last company and offer to help in their new role.

Sales Outreach Example

Hey [First Name],

Saw that you recently joined [company name], and wanted say congrats! Do you miss having access to [key feature] in [your product]?

Would love to learn more about your new role and see if we can continue helping you generate pipeline faster.

Enable this playbook in Pocus

  1. Connect your relevant data sources.
  2. Select your goal (in this case, Conversion).
  3. Build your playbook based on the signal (trigger) and actions outlined above.
  4. Run the playbook by rolling it out to the relevant members of your team.
  5. Iterate over time based on reporting and results. You may find ways to improve this playbook’s effectiveness beyond what we’ve outlined here!
About the author
Alexa Grabell
Co-Founder & CEO at Pocus

What Magic Playbooks should you build?

Visit the Playbook Library

See the magic for yourself

Watch how Pocus makes it easy to
drive conversion, retention, and optimization.

The Revenue Data Platform for go-to-market teams
Schedule a call with a GTM specialist to talk about your GTM motion, goals, and how Pocus can help turn product data into revenue.
Join the #1 place to learn about PLS and modern go-to-market strategy
Join our invite-only Slack community to learn firsthand from experts who have built and scaled hybrid revenue engines and connect with peers who are just figuring things out.
See how Pocus combines product usage and customer data to get a 360° view of your hottest opportunities.
Take the product tour