Your play
People movement across accounts is one of the clearest signals of both risk and opportunity. When a key contact leaves, changes roles, or moves companies, context drops, ownership shifts, and momentum can stall unless relationships are carried forward deliberately.
This play shows you how to use people signals to spot change early, update stakeholders and CRM records, and reconnect fast with the right message. Its primary focus is following trusted champions into new roles or companies to create warm entry points, while still helping maintain continuity inside existing customer accounts.
Tools
Firmable: Use to detect role exits, external moves, or new starters across your customer contacts, and surface champion movement early.
Digital channels: You could use phone or email in this play. These moments require context, tone, and trust.
CRM: Use your CRM as the system of record for ownership changes, relationship history, notes, and next steps.
Actions
Step 1: Upload and anchor your customer list
Upload your full customer company list into Firmable so it can be monitored for people movement. Identify your key contacts (champion, economic buyer, operational owners) so you know who matters most when change happens.
Step 2: Set up your customer monitoring signal agent
Set up a signal agent in Firmable to automatically monitor your customer accounts for role changes, departures, or new starters. The agent will notify you when there’s a new signal to act on.
Step 3: Review intent signals and shortlist accounts
When a signal triggers, review the contact and their new role at a high level to confirm relevance. You’re validating whether the relationship and new environment are a good fit.
Step 4: Push to your CRM for follow-up (optional but recommended)
If the movement signal is from a contact you want to pursue, push or enrich the new company record and relevant people in your CRM – like HubSpot or Salesforce – so relationship history carries forward and outreach is treated as warm, not cold.
Step 5: Reach out early with context
Template
Call talk track when a champion has moved roles or companies
“Hi [First name], it’s [your name], congrats on the move to [new company], how exciting. We worked together at [previous company] on [outcome], and I thought it was worth reconnecting to understand what you’re focused on now and whether we can be helpful.”
Email check-in when a champion has moved roles or companies
Subject: Congrats on the new role
Hi [First name],
Congrats on the move to [new company].
It was great working with you at [previous company] on [outcome], and I wanted to reach out now that you’re settling into the new role. If it’s helpful, I’m happy to share a quick snapshot of what we’re seeing across similar teams and where others tend to focus early.
Open to a short chat this week?
Metrics
- Time to first conversation after contact change
- Retention rate across accounts with detected people changes
- Champion-led introductions into new accounts
- Pipeline influenced by relationship carryover
Bottom line
By tracking champion changes and reconnecting with context, customer success teams can protect existing relationships and turn trusted connections into warmer, faster pipeline.
Run this play to maintain your customer relationships, or talk to us about tailoring people movement signals to your day-to-day workflow.
