New Hire & GTM Leader Tracking

The workflow

Play 05

New Hire & GTM Leader Tracking

1Watch for job changes

Where they wereOld company

Old titleWas it a customer?

Tracked on the accounts and champions you care about, not the whole market.

Where they landedNew company

New titleStart date

A fresh mandate, a budget and no loyalty to the incumbent vendor.

Job change

2Decide who counts

FilterKeep only

Seniority→VP and above

Function→Sales, marketing, revops

Time in seat→Under 90 days

One record per qualifying moveOld company and start date kept

3Qualify the new company, then find them there

The person fits. Does the company?

ICP matchHeadcountFunding stageAlready in CRM?

Check

ClayApollo

CRM

HubSpot

New contact details, verifiedOld data is dead

Their old email bounces now. Find the new work email and mobile, then verify before any send.

Email

FindymailProspeo

Mobile

FullEnrich

Verify

BounceBan

4Score fit and timing

Fit plus timing scoreTiming is half

Fit

ICP match

Timing

Days in seat

History

Old company was a customer

The first 90 days in seat are the window

5Route by tier

Tier 1Best fit, early

Rep-led outreach

A rep writes and calls, naming the new mandate.

Call

Nooks

Email

Gmail

Tier 2Good fit

New-leader sequenceAuto

CongratsWhat the last leader didDirect ask

Send

Smartlead

Tier 3Lighter fit

LinkedIn DM onlyAuto

A light touch that names the move.

Send

HeyReach

A first call inside their first 90 days

The stackChampifyLinkedInClayApolloHubSpotFindymailProspeoFullEnrichBounceBanClaudeNooksGmailSmartleadHeyReach

Oriel · GTM plays library

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The diagram as text

1. 1

   Watch for job changes

   Where they were (old company): Old title and Was it a customer?. Tracked on the accounts and champions you care about, not the whole market. Tool: Champify.

   Where they landed (new company): New title and Start date. A fresh mandate, a budget and no loyalty to the incumbent vendor. Tool: LinkedIn.

   Labeled connection: Job change.

2. 2

   Decide who counts

   Filter → Keep only

   • Seniority → VP and above
   • Function → Sales, marketing, revops
   • Time in seat → Under 90 days

   One record per qualifying move (old company and start date kept): Tool: Clay.

3. 3

   Qualify the new company, then find them there

   The person fits. Does the company?: ICP match, Headcount, Funding stage and Already in CRM?. Check: Clay and Apollo. Crm: HubSpot.

   New contact details, verified (old data is dead): Their old email bounces now. Find the new work email and mobile, then verify before any send. Email: Findymail and Prospeo. Mobile: FullEnrich. Verify: BounceBan.

4. 4

   Score fit and timing

   Fit plus timing score (timing is half): Fit: ICP match. Timing: Days in seat. History: Old company was a customer. Tool: Claude.

   The first 90 days in seat are the window

5. 5

   Route by tier

   Tier 1: Best fit, early

   Rep-led outreach: A rep writes and calls, naming the new mandate. Call: Nooks. Email: Gmail. Tool: Nooks.

   Tier 2: Good fit

   New-leader sequence (auto): Congrats, What the last leader did and Direct ask. Send: Smartlead. Tool: Smartlead.

   Tier 3: Lighter fit

   LinkedIn DM only (auto): A light touch that names the move. Send: HeyReach. Tool: HeyReach.

   Outcome: A first call inside their first 90 days. Tools: HubSpot.

The stack: Champify, LinkedIn, Clay, Apollo, HubSpot, Findymail, Prospeo, FullEnrich, BounceBan, Claude, Nooks, Gmail, Smartlead and HeyReach.

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The play in six steps

1. 01

   Step 1: Watch for job changes

   A new leader arrives with budget, a mandate to change things and no attachment to the tools their predecessor picked.

   • Track moves into your ICP accounts with Champify and LinkedIn.
   • Watch the accounts and past champions you care about, not every job change in the market.
   • Flag former users of your product: someone who already knows you is the warmest version of this signal.
2. 02

   Step 2: Decide who counts

   Most job-change alerts are irrelevant to you. The filter is what makes the play work.

   • VP and above.
   • GTM functions only: sales, marketing and revops.
   • Under 90 days in the new seat.
3. 03

   Step 3: Send each move into Clay

   The previous company and the start date are what make the opener specific, so they must survive into the record.

   • Create one record per qualifying move.
   • Keep the previous company, the old title and the start date on the record.
4. 04

   Step 4: Qualify the new company, then find them there

   The person can fit while the company does not. And every contact detail you held for them stopped working the day they moved.

   • Check ICP match, headcount and funding stage with Clay and Apollo.
   • Check whether the account already sits in HubSpot, and who owns it.
   • Find the new work email with Findymail or Prospeo and a mobile with FullEnrich. Never reuse the old company email.
   • Re-verify the email with BounceBan on the day you send, and drop any number that does not connect.
5. 05

   Step 5: Score fit and timing

   Timing is half the score here. A perfect fit on day 200 has already made their big decisions.

   • Fit against the ICP.
   • Days in seat: the first 90 are the window, and the first 30 are best.
   • Whether their previous company was a customer.
   • Claude combines the three into a tier with a one-line reason.
6. 06

   Step 6: Route by tier

   When the trigger is this specific, the opener nearly writes itself. The tier only decides how much human effort it gets.

   • Tier 1:
     • A rep writes a personal email that references the new mandate
     • A call through Nooks to the verified mobile
   • Tier 2:
     • A new-leader sequence in Smartlead: congrats, what the last person in the seat did, a direct ask
   • Tier 3:
     • A LinkedIn DM through HeyReach that names the move, nothing more
   • Never congratulate a move older than 90 days. It shows the data is stale.

Tools used

The fourteen tools this play names. Each links to the other plays that use it.

ChampifyLinkedInClayApolloHubSpotFindymailProspeoFullEnrichBounceBanClaudeNooksGmailSmartleadHeyReach

Related plays

Play 04

Hiring Signal Monitoring

1Watch the job boards

Job postingsFeed one

Role titlePost date

New postings across the companies you track.

Hiring eventsFeed two

Open rolesPost count

A second feed, so fewer posts slip through.

Compared with the last snapshot: net-new posts only

2Pick the roles that admit a gap

Roles on the watch list

SDR or BDRAccount ExecutiveHead of GrowthRevOpsDemand GenSales Manager

Volume counts: three SDR openings say more than one.

One record per company per hiring event

3Match to ICP, then score

Gate1

Firmographic fit

The company was a fit before it posted the job.

× Not ICP

Gate2

Inside your band

Size and stage sit in the band you sell to.

× Outside band

Signal strength

Weighted by how directly the role maps to what you sell.

Volume

Open roles in the function

Level

Seniority of the role

Age

How recently posted

4Find the hiring manager

The person who owns the problemNot HR

The manager the role reports into, with a checked email.

Find

Apollo

Email

Findymail

Job change

LinkedIn

Verify

BounceBan

5Run the sequence

EmailDay 1

Saw the openingWhat it means at your stageDirect ask

Send

Smartlead

LinkedIn DMDay 1

Runs alongside the email.

Send

HeyReach

Rep alert

Strongest signals only, so a rep can step in.

Notify

Slack

A conversation with the hiring manager

The stackTheirStackPredictLeadsClayClaudeApolloFindymailLinkedInBounceBanSmartleadHeyReachSlackHubSpot

Oriel · GTM plays library

Play 04Outbound

Hiring Signal Monitoring

7 steps · Email, LinkedIn

+6 more

Play 06

Tech Stack Signal Detection

1Scan the stack

Site tech

Scans the target list for the tools each website runs.

Stack data

A second read on what each company uses, from job posts and more.

Compared with the previous snapshotChange, not state

2Split added from removed

Competitor addedThey just bought

ToolFirst seen

You are early for the renewal.

Competitor removedThey just left

ToolLast seen

They are looking for a replacement right now.

3Score and prioritize

Priority 1Removals: the window is open

Priority 2Additions: timed to the contract

A removal outranks an addition every time

4Find whoever owns the category

The tool ownerNot the CEO

The function that runs this kind of tool, with a checked email.

Find

Apollo

Email

Findymail

Job change

LinkedIn

Verify

BounceBan

5Run the displacement sequence

Removed: switch trackNow

Noticed the switchWhere it breaks at your stageDirect ask

Send

Smartlead

DM

HeyReach

Added: renewal trackLater

Same shape, timed to land ahead of the renewal date.

Send

Smartlead

DM

HeyReach

Never knock the competitor. Describe the failure mode

A displacement conversation, opened on time

The stackClaudeBuiltWithTheirStackClayApolloFindymailLinkedInBounceBanSmartleadHeyReachHubSpot

Oriel · GTM plays library

Play 06Outbound

Tech Stack Signal Detection

5 steps · Email, LinkedIn

+5 more

Play 10

Founder Connections Mining

1Export the founder's network

Settings, Data privacy, Download your data

Connections CSVOne-time pull

NameTitleCompanyConnected on

Warm data that sits in the founder's network and is almost never worked.

Pays off best from about 2,000 connections.

2Load into Clay, keep the date

One row per connectionDate kept

ConnectedOpener

In the last year or two→Assumes they know the founder

Years ago→Reintroduces the founder first

3Enrich, then check two things

Company

IndustryHeadcountFunding stageTech stack

With

ClayApollo

Person

Current roleSeniorityDecision-makerMobile

Email

BetterContactFindymail

Mobile

FullEnrich

Gate1

No open deal

Accounts already in the CRM are flagged, so the founder never cuts across a live deal.

× Open deal

Gate2

Still there, still relevant

Job-change check the week of outreach. Email re-verified on send day.

× Moved onFollow to new job

4Rank by fit, then route

Tier 1ICP and a decision-maker

Founder-led callNow

A one-time play, so the top tier gets real effort. The call names the connection.

Call

Nooks

Text

WhatsAppexisting contacts only

Tier 2Good fit, needs warming

Email and LinkedInAuto

Opens on the fact they are already connected.

Email

Smartlead

LinkedIn

HeyReach

Tier 3Partial fit

Light nurtureAuto

Email only, low priority.

Email

Smartlead

Warm pipeline from the founder's own network

The stackLinkedInClayHubSpotBounceBanApolloBetterContactFindymailFullEnrichNooksWhatsAppSmartleadHeyReach

Oriel · GTM plays library

Play 10Outbound

Founder Connections Mining

6 steps · LinkedIn, Email, Call, WhatsApp, CRM

+6 more

All GTM plays