Your play
Decision makers change roles frequently. When someone steps into a new role, they reassess priorities, review existing vendors, and decide which conversations are worth their time.
Most outbound teams show up too late, after early opinions have already formed, and competitors are already in the picture. By then, it’s harder to earn attention or influence direction.
This play shows how to use buying signals to spot new decision makers early and reach out while they’re still settling into the role. By acting quickly with a relevant, low-friction opener, you can start conversations before buying positions harden.
Tools
Firmable: Use people signals and signal agents to track decision maker movement, like new-in-role contacts, senior hires, and newly available contact details across your ICP accounts.
Digital channels: Use phone for first contact, supported by short follow-up emails and light LinkedIn touches to stay visible.
CRM: Use your CRM to assign ownership and track every touch, outcome, and next steps in one place.
Actions
Step 1: Lock in your ICP
Start by defining your ICP (Ideal Customer Profile) and create a list of companies in Firmable, so when decision maker movement signals fire, you’re ready to act.
Step 2: Set up a personnel movement signal agent
Create a signal agent in Firmable to automatically monitor your prospects for personnel movement. The agent will flag new decision maker changes for you, so you can reach out early with context.
Step 3: Quick research
When a signal triggers, scan the company snapshot and the person’s role to confirm they’re a relevant decision maker for what you sell. Check their remit, who they report to, and whether the account still fits your ICP.
Step 4: Push to your CRM for follow-up (optional but recommended)
If the signal is from a company you want to pursue, push the company record and any relevant people you want to speak to into your CRM – like HubSpot or Salesforce – for follow-up. This keeps ownership clear, avoids duplicate outreach, and makes structured follow-up easy to run.
Step 5: Reach out early with context
Call first for cut-through, then follow up with a short email or LinkedIn message if needed. The goal is to introduce yourself early, not pitch hard. f the contact engages, move them toward a discovery call or meeting.
Template
Email outreach
Subject: Congrats on the new role at [company]
Congrats on stepping into the [role] at [company] – that’s a big move.
We often see that when leaders step into a new role, they take a fresh look at how [service] is working today as they get settled.
Is [goal] something you’re focused on right now? If it is, I’m happy to share a couple of practical benchmarks we’re seeing across similar teams, and what tends to move the needle quickest.
Worth a quick chat?
[Your name]
Call script
“Hi [First name], it’s [your name] from [company]. Congrats on stepping into the [role] at [company]. I’m calling because I often see that when someone steps into a role like this, it’s a good time to take a fresh look at what’s working and what needs tightening as things settle. Is [goal] something you’re focused on right now?”
LinkedIn message
Hi [First name], congrats on stepping into the [role] at [company].
I often see that when someone moves into a role like this, there’s a short window to take stock of what’s working and what needs tightening as things settle. Happy to compare notes if useful.
Metrics
- Time from role change to first outreach
- Connect, hold or reply rate for new-in-role contacts
- Meetings booked from people signals
- Pipeline created from new decision maker outreach
Bottom line
New decision makers represent one of the clearest early buying moments. Teams that act quickly and lead with relevance earn attention before competitors do.
Run this play across your ICP accounts or talk to our team about tailoring people signals to your outbound motion.
