athina-ai/champion-move-outreach

Champion Move Outreach

Tracks known buyers, champions, and power users for job changes. When someone who already knows your product moves to a new company, that's the highest-conversion outbound signal in B2B — they already trust you, they're in a new role trying to make an impact, and they have firsthand experience with what your product delivers.

Why this is the #1 signal: Every other signal (funding, hiring, leadership change) targets strangers. This targets people who already know, like, and trust your product. Conversion rates on champion-move outreach are 3-5x higher than cold outreach because:

• They don't need to be educated on what you do
• They have a positive experience to anchor on
• They want quick wins at the new company (bringing in a tool they trust IS a quick win)
• They can internally champion the deal because they have firsthand results to cite

When to Auto-Load

Load this composite when:

• User says "track my champions", "check for job changes", "who moved from our customer accounts", "champion tracking"
• User has a list of past buyers/users and wants to know if anyone changed jobs
• An upstream workflow (TAM Pulse) triggers a champion change check

---

Step 0: Configuration (One-Time Setup)

On first run for a client/user, collect and store these preferences. Skip on subsequent runs.

People to Track

| Question | Purpose | Stored As | |----------|---------|-----------| | Where does your list of people to track come from? | Defines the input source | people_source | | What categories of people are you tracking? | Determines outreach tone per person | tracked_categories |

People source options:

• CRM export (Salesforce, HubSpot) — pull closed-won contacts, active users, power users
• CSV file — manually curated list
• Supabase people table — filter by lead_status = 'customer' or similar
• Manual list — names + LinkedIn URLs

Tracked categories:

| Category | Who They Are | Why They Matter | Stored As | |----------|-------------|-----------------|-----------| | Past buyers | Signed the contract at their previous company | Can sign again. Know the ROI. Can articulate value to new leadership. | past_buyers | | Past champions | Advocated for your product internally, drove adoption | Will champion again. Often have stronger conviction than the original buyer. | past_champions | | Power users | Used your product daily, know it deeply | Can demonstrate value hands-on. Often become the internal expert at the new company. | power_users | | Lost deal contacts | Evaluated your product but chose a competitor or no decision | Weaker signal but still valid — they know you exist. New company = fresh start. | lost_deal_contacts |

ICP Definition (for qualifying the new company)

| Question | Purpose | Stored As | |----------|---------|-----------| | What industries do you sell to? | Filter out non-ICP companies | target_industries | | What company sizes? (employee count ranges) | Filter out too-small or too-large | target_company_size | | What geographies? | Filter if relevant | target_geographies | | Any disqualifiers? (e.g., government, non-profit, specific verticals) | Hard no's | disqualifiers | | What's the minimum viable deal? | Don't chase companies too small to pay | minimum_deal_size |

Signal Detection Config

| Question | Options | Stored As | |----------|---------|-----------| | How should we detect job changes? | LinkedIn profile monitoring / Apollo job change data / Web search / Manual check | detection_tool | | How often should we check? | Weekly / Biweekly / Monthly | check_frequency |

Outreach Config

| Question | Options | Stored As | |----------|---------|-----------| | Where do you want outreach sent? | Smartlead / Instantly / Outreach.io / CSV export | outreach_tool | | Email or multi-channel? | Email only / Email + LinkedIn | outreach_channels |

Your Company Context

| Question | Purpose | Stored As | |----------|---------|-----------| | What does your company do? (1-2 sentences) | New company research context | company_description | | What results did customers typically see? | Proof points for outreach | customer_results | | Any specific results from the tracked person's previous company? | Strongest possible proof | specific_results |

Store config in: clients/<client-name>/config/signal-outreach.json or equivalent.

---

Step 1: Detect Job Changes

Purpose: For each person in the tracking list, determine if they've moved to a new company.

Input Contract

tracked_people: [
  {
    full_name: string             # Required
    linkedin_url: string          # Strongly recommended (most reliable for matching)
    email: string | null          # Previous email (will be outdated after move)
    last_known_company: string    # The company they were at when you knew them
    last_known_title: string      # Their title when you knew them
    category: "past_buyer" | "past_champion" | "power_user" | "lost_deal_contact"
    relationship_context: string | null  # e.g. "Signed $50K deal in 2025", "Led implementation"
  }
]

Process

For each person, use the configured detection_tool:

1. Check current position against last_known_company:

   • LinkedIn: Visit profile (or use scraping tool) → compare current company to last_known_company
   • Apollo: People search by name + LinkedIn URL → check current employer
   • Web search: "{full_name}" AND ("{last_known_company}" OR "joined" OR "new role") — look for announcements
   • Any other tool: Must return the same output contract

2. For each person, determine:

   • Are they still at the same company? → No signal, skip.
   • Have they moved? → Signal detected. Capture new company + new title.
   • Has their profile gone dark (no updates, no activity)? → Flag for manual check.

3. For each mover, extract:

   • New company name
   • New title
   • Approximate start date at new company
   • New company domain (for research in Step 2)
   • Was this a promotion (higher title) or lateral move?

Output Contract

movers: [
  {
    person: {
      full_name: string
      linkedin_url: string
      category: string                # "past_buyer", "past_champion", etc.
      relationship_context: string
      previous_company: string
      previous_title: string
    }
    move: {
      new_company: string
      new_company_domain: string
      new_title: string
      start_date: string              # ISO date or approximate
      days_in_new_role: integer
      is_promotion: boolean           # Higher title than before?
    }
  }
]
no_change: [
  { full_name: string, still_at: string }
]
unable_to_verify: [
  { full_name: string, reason: string }  # Profile private, no data, etc.
]

Human Checkpoint

## Job Change Detection Results

Tracked: X people
Moved: Y people
No change: Z people
Unable to verify: W people

### People Who Moved
| Name | Category | Was At | Now At | New Title | Days In |
|------|----------|--------|--------|-----------|---------|
| Jane Doe | Past buyer | Acme Corp | NewCo Inc | VP Sales | 45 days |
| Bob Lee | Power user | Beta LLC | StartupX | Sales Manager | 12 days |
| ...  | ...      | ...    | ...    | ...       | ...     |

### Unable to Verify
| Name | Reason |
|------|--------|
| Sam Chen | LinkedIn profile set to private |

Proceed to research their new companies? (Y/n)

---

Step 2: Research New Company & Qualify Against ICP

Purpose: For each mover, research their new company and determine if it's a fit for your product. This is the critical gate — just because someone you know moved doesn't mean their new company is a prospect.

Input Contract

movers: [...]                         # From Step 1 output
icp_criteria: {
  target_industries: string[]
  target_company_size: string         # e.g. "50-500 employees"
  target_geographies: string[]
  disqualifiers: string[]
  minimum_deal_size: string
}
your_company: {
  description: string
}

Process

For each mover's new company:

1. Research the new company using web search (tool-agnostic — always available):

   • What does the company do? (1-2 sentence summary)
   • What industry are they in?
   • Approximate company size (employees)
   • Location/HQ
   • Funding stage (if applicable)
   • Any recent news (funding, product launches, leadership changes)

2. Qualify against ICP:

   | Criterion | Check | Pass/Fail | |-----------|-------|-----------| | Industry | Is new_company.industry in target_industries? | Hard filter | | Size | Is employee count within target_company_size range? | Hard filter | | Geography | Is location in target_geographies? (Skip if no geo filter) | Soft filter | | Disqualifiers | Does the company match any disqualifiers? | Hard filter | | Deal viability | Could this company afford minimum_deal_size? | Judgment call |

3. Assess the person's position at the new company:

   | Factor | What to Check | Why It Matters | |--------|--------------|----------------| | Authority level | Is their new title at or above their old title? | Higher = more budget authority | | Department fit | Are they in a department that buys/uses your product? | Must be in the right department | | Influence trajectory | Promoted into a leadership role? | More influence = stronger champion | | Seniority mismatch | Were they a user before, now they're a VP? | Adjust outreach — they're a buyer now, not a user |

4. Determine outreach approach based on category + new position:

   | Category at Old Company | New Position Level | Approach | |------------------------|--------------------|----------| | Past buyer → Buyer-level title | Re-sell: "You bought us before, bring us to [new company]" | | Past buyer → Higher title | Executive re-sell: "Now that you run [department], [product] scales with you" | | Past champion → Buyer-level title | Upgrade: "You championed us internally — now you own the budget" | | Past champion → Same level | Lateral champion: "Bring what worked at [old company] to [new company]" | | Power user → Any level | Bottom-up: "You know the product inside out — want to bring it to your new team?" | | Lost deal contact → Any | Fresh start: "Different company, different needs. Worth a second look?" |

Output Contract

qualified_movers: [
  {
    person: {
      full_name: string
      linkedin_url: string
      category: string
      relationship_context: string
      previous_company: string
      previous_title: string
    }
    move: {
      new_company: string
      new_company_domain: string
      new_title: string
      start_date: string
      days_in_new_role: integer
      is_promotion: boolean
    }
    new_company_research: {
      description: string             # What the company does
      industry: string
      employee_count: string          # Approximate
      location: string
      funding_stage: string | null
      recent_news: string[]           # 2-3 relevant items
    }
    qualification: {
      icp_fit: "strong" | "moderate" | "weak"
      icp_reasoning: string           # Why it's a fit or not
      authority_level: "buyer" | "influencer" | "user"
      outreach_approach: string       # "re-sell", "upgrade", "lateral champion", "bottom-up", "fresh start"
    }
    priority_tier: "tier_1" | "tier_2" | "tier_3"
  }
]
disqualified_movers: [
  {
    full_name: string
    new_company: string
    disqualification_reason: string   # "Industry not in ICP", "Company too small", etc.
  }
]

Tier Assignment

• Tier 1 (Act Today): Past buyer or champion + strong ICP fit + <30 days in new role. This is the warmest possible lead.
• Tier 2 (Act This Week): Past buyer/champion + moderate ICP fit, OR power user + strong ICP fit, OR any category + strong fit but 30-60 days in.
• Tier 3 (Queue): Lost deal contacts + strong fit, OR any category with moderate fit and 60+ days in.
• Disqualify: New company doesn't pass ICP hard filters.

Human Checkpoint

## New Company Research & Qualification

### Tier 1 — Act Today (X movers)
| Name | Category | New Company | ICP Fit | Approach | Days In |
|------|----------|-------------|---------|----------|---------|
| Jane Doe | Past buyer | NewCo Inc (Series B, 120 employees, SaaS) | Strong | Re-sell | 45 days |

  Research: NewCo Inc is a logistics SaaS platform. 120 employees, Series B,
  HQ in Austin. Recently launched an enterprise tier. Strong fit — same
  industry, right size, Jane has budget authority as VP Sales.

### Tier 2 — Act This Week (X movers)
| ... |

### Disqualified (X movers)
| Name | New Company | Reason |
|------|-------------|--------|
| Sam Lee | TinyStartup | 8 employees, pre-revenue — below minimum deal size |

Approve before we draft outreach?

---

Step 3: Find New Contact Details

Purpose: Get the mover's new email address and any additional context at the new company.

Input Contract

qualified_movers: [...]               # From Step 2 output
contact_tool: string                  # From config

Process

1. Find new work email — their old email is outdated. Use the configured contact_tool:

   • Apollo: Search by name + new company domain → email
   • Clearbit: Prospector lookup by name + domain
   • Web search: "{full_name}" AND "@{new_company_domain}" or company contact patterns
   • LinkedIn: InMail or connection request (flag for manual if no email found)

2. Verify the email is at the new company — don't accidentally email their old address.

3. Flag contacts without email — these should be routed to LinkedIn outreach instead.

Output Contract

contactable_movers: [
  {
    ...qualified_mover_fields,
    new_email: string
    email_confidence: "verified" | "likely" | "pattern_guess"
    preferred_channel: "email" | "linkedin" | "both"
  }
]
email_not_found: [
  {
    ...qualified_mover_fields,
    linkedin_url: string              # Fall back to LinkedIn
    preferred_channel: "linkedin"
  }
]

Human Checkpoint

## Contact Details

| Name | New Company | Email | Confidence | Channel |
|------|-------------|-------|------------|---------|
| Jane Doe | NewCo Inc | [email protected] | Verified | Email |
| Bob Lee | StartupX | — | Not found | LinkedIn |

X contacts with email, Y LinkedIn-only

Approve before we draft outreach?

---

Step 4: Draft Personalized Outreach

Purpose: Draft outreach that leverages the existing relationship. This is NOT cold email — these people know you. The tone, length, and approach are fundamentally different from the other signal composites. Pure LLM reasoning — inherently tool-agnostic.

Input Contract

contactable_movers: [...]             # From Step 3 output
your_company: {
  description: string
  customer_results: string[]          # General results customers see
  specific_results: {                 # Results at their specific previous company (if available)
    [company_name]: string            # e.g. "Acme Corp: reduced call handling time by 40%"
  }
}
sequence_config: {
  touches: integer                    # Default: 3
  timing: integer[]                   # Default: [1, 7, 14] (more spaced — less urgency, warmer relationship)
  tone: string                       # Default: "casual-direct" (you know this person)
  cta: string                        # Default: "quick catch-up call"
}

Process

1. Tone is fundamentally different from cold outreach:

   | Cold Outreach | Champion Move Outreach | |---------------|----------------------| | Formal introduction | Casual reconnection | | Prove you're legitimate | They already trust you | | Signal-Proof-Ask framework | Relationship-Context-Ask framework | | "I noticed..." | "Hey — congrats on the move!" | | 50-90 words Touch 1 | Can be shorter — no education needed | | Professional-sharp tone | Casual-direct tone (you know each other) |

2. Build the email around the relationship, not the product:

   | Element | Source | How to Use | |---------|--------|-----------| | Relationship anchor | relationship_context | "You were one of our first champions at [old company]" | | Their results | specific_results or customer_results | "The 40% improvement your team saw at [old company]..." | | New role congratulations | move.new_title + move.new_company | "Congrats on VP Sales at NewCo" | | New company relevance | new_company_research | "NewCo's push into enterprise makes this a natural fit" | | Category-specific angle | category + qualification.outreach_approach | See table below |

3. Email angle by outreach approach:

   | Approach | Touch 1 Template Shape | Example | |----------|----------------------|---------| | Re-sell | Congrats + "remember the results?" + "bring it to [new company]" | "Hey Jane — congrats on the VP Sales gig at NewCo. You saw what [product] did at Acme (40% faster call handling). NewCo's sales team could see the same lift. Worth a quick catch-up?" | | Upgrade | Congrats + "you championed this" + "now you own the budget" | "Congrats on the promotion. You pushed for [product] at [old company] — now you actually control the budget. Want to talk about bringing it to NewCo?" | | Lateral champion | Congrats + "you know what works" + "replicate it" | "Hey — saw you landed at NewCo. You know firsthand what [product] does. If the team there has the same [pain], happy to help you set it up." | | Bottom-up | Congrats + "you were a power user" + "your new team will love it" | "Congrats on the move. You were one of our best users at [old company]. If you want [product] on your desk at NewCo, I can get you set up quickly." | | Fresh start | Congrats + acknowledge the past + "different situation, worth a second look" | "Hey — congrats on the move to NewCo. I know the timing wasn't right when we spoke at [old company]. Different company, different needs — open to a fresh conversation?" |

4. Sequence design (warmer, more spaced):

   | Touch | Day | Purpose | Length | Notes | |-------|-----|---------|--------|-------| | Touch 1 | 1 | Reconnect + congrats + soft ask | 40-70 words | Shorter than cold — they know you | | Touch 2 | 7 | Share a relevant result or update | 30-50 words | New feature, new customer in their industry, case study | | Touch 3 | 14 | Low-pressure check-in | 20-30 words | "No rush — whenever the timing is right" |

   Key difference from cold sequences: More spacing between touches (they're not a stranger you'll lose if you wait), warmer tone, and Touch 3 is a check-in not a breakup.

5. Follow email-drafting hard rules with one exception: Rule 6 ("never lie about how you found them") is flipped — you SHOULD reference exactly how you know them. That's the whole point.

Output Contract

email_sequences: [
  {
    contact: {
      full_name: string
      new_email: string
      new_title: string
      new_company: string
      category: string
      relationship_context: string
      outreach_approach: string
    }
    sequence: [
      {
        touch_number: integer
        send_day: integer
        subject: string
        body: string
        personalization_elements: {
          relationship_anchor: string     # How the relationship was referenced
          their_results: string | null    # Specific results referenced
          new_role_reference: string      # How the new role was acknowledged
          new_company_relevance: string   # Why new company is a fit
        }
        word_count: integer
      }
    ]
    channel: "email" | "linkedin"
  }
]

Human Checkpoint

Present samples covering different outreach approaches:

## Sample Outreach for Review

### Jane Doe — VP Sales @ NewCo Inc
Category: Past buyer | Approach: Re-sell | 45 days in new role

**Touch 1 — Day 1**
Subject: Congrats on NewCo — quick thought
> Hey Jane — congrats on the VP Sales move to NewCo. Your team at Acme
> saw a 40% improvement in call handling after going live with [product].
> NewCo's enterprise push could see the same lift.
>
> Worth a 15-minute catch-up?

**Touch 2 — Day 7**
Subject: NewCo + [product] — a few ideas
> Quick follow-up — we just launched [new feature] that would've
> been perfect for the workflow your team ran at Acme. Happy to
> walk you through it.

**Touch 3 — Day 14**
Subject: Whenever the timing is right
> No rush on this. If [product] makes sense for what you're building
> at NewCo, I'm a quick call away. Either way, congrats again on the role.

---

### Bob Lee — Sales Manager @ StartupX (LinkedIn only)
Category: Power user | Approach: Bottom-up | 12 days in new role

**LinkedIn Message:**
> Hey Bob — congrats on StartupX! You were one of our most active users
> at Beta LLC. If you want [product] set up for your new team, happy
> to fast-track it. Let me know.

---

Approve these samples? I'll generate the rest in the same style.

---

Step 5: Handoff to Outreach

Identical to funding-signal-outreach Step 5. Package contacts + email sequences for the configured outreach tool. Route LinkedIn-only contacts to linkedin-outreach skill.

Additional Note for This Composite

Some contacts will be email, some will be LinkedIn-only. Split the output:

• Email contacts → outreach tool (Smartlead, Instantly, CSV, etc.)
• LinkedIn contacts → LinkedIn automation tool (Dripify, Expandi) or manual LinkedIn queue

Output Contract

campaign_package: {
  email_campaign: {
    tool: string
    file_path: string
    contact_count: integer
  }
  linkedin_campaign: {
    file_path: string              # CSV for LinkedIn tool or manual queue
    contact_count: integer
  }
  total_contacts: integer
  sequence_touches: integer
  next_action: string
}

Human Checkpoint

## Campaign Ready

Signal type: Champion/buyer/user job change
Email contacts: X people → [outreach tool]
LinkedIn contacts: Y people → LinkedIn message queue
Total: Z people across W companies
Sequence: 3 touches over 14 days

Ready to launch?

---

Execution Summary

| Step | Tool Dependency | Human Checkpoint | Typical Time | |------|----------------|-----------------|--------------| | 0. Config | None | First run only | 5 min (once) | | 1. Detect job changes | Configurable (LinkedIn, Apollo, web search) | Review movers list | 2-5 min | | 2. Research + qualify | Web search (always available) | Approve qualified movers | 3-5 min | | 3. Find new email | Configurable (Apollo, Clearbit, etc.) | Review contact details | 1-2 min | | 4. Draft outreach | None (LLM reasoning) | Review samples, iterate | 5-10 min | | 5. Handoff | Configurable (Smartlead, CSV, etc.) | Final launch approval | 1 min |

Total human review time: ~15-25 minutes

---

Key Differences from Other Signal Composites

| Dimension | Funding / Hiring / Leadership | Champion Move | |-----------|------------------------------|---------------| | Relationship | Cold — they don't know you | Warm — they know and (hopefully) like you | | Input | List of companies | List of people | | Signal about | The company | The person | | Qualification | Is the company relevant? | Is the NEW company relevant? (Person is already qualified) | | Tone | Professional, prove credibility | Casual, reference shared history | | Conversion rate | 2-5% reply rate | 10-25% reply rate | | Sequence spacing | Tight (Day 1/5/12) | Relaxed (Day 1/7/14) | | Touch 3 | Breakup | Check-in (leave door open) |

---

Tips

• Run this check monthly, not daily. Job changes don't happen overnight. Monthly cadence catches moves within the first 30 days, which is the optimal outreach window.
• Keep your tracking list fresh. Add new champions, buyers, and power users as deals close. Remove people who've left the industry entirely.
• Specific results beat generic proof. "Your team saw 40% improvement" is 10x better than "our customers see great results." If you have specific data from their previous company, use it.
• Don't be pushy. These are warm contacts. A desperate tone ("We need your business!") destroys the relationship advantage. Casual and helpful wins.
• Promotions are the best sub-signal. Someone who was a champion and is now a VP is the warmest possible lead — they already believe in your product AND now control budget.
• Lost deal contacts are worth tracking too. "Different company, different needs" is a legitimate re-engagement angle. Their objection at the old company may not apply at the new one.
• LinkedIn is often better than email for this signal. The relationship is personal, not company-to-company. A LinkedIn message feels more natural than a cold-looking email from a sales tool.
• If the person was a VERY close contact (executive sponsor, etc.), skip the automated sequence. Pick up the phone or send a personal email from the founder/AE. Don't automate relationships that deserve a personal touch.