Building new customer relationships and nurturing existing ones are central to sales strategy success, especially in the world of software sales.
Whether it's a promotion to a different role, a move to another department, or a switch to a new company, job changes present an expanding opportunity for pipeline sales generation for any sales teams. So how to track the maximum customer job change-based pipeline in 2024 using data-driven sales strategy?
Why should you track job changes?
According to CNBC or LinkedIn research, at least 25%+ of people have changed jobs last year and 60%+ professionals are seeking a job change over the next 12 months. Whether it's a promotion to a different role, a move to another department, or a switch to a new company, job changes present an expanding opportunity for pipeline generation for any sales team. Most revenue teams miss 85-90% of such job changes resulting in huge loss in revenue. This highlights the importance of customer tracking and leveraging sales data effectively.
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Here are 5 benefits of tracking customer job changes:
- Warm intro to target accounts
A past customer in a new job can either evaluate you directly or do a warm intro to the right person. Mapping the customer job changes over target accounts will provide you with more effective way to break into target accounts.
- Accelerated expansions
When a company hires a new VP or executive, they typically come in with a new mandate and also want to bring in new change. When this happens in a customer account, this could present a great opportunity to make a case for upsell or cross-sell. Monitor such signals and map it whats happening in that business. This approach can enhance your pipeline generation significantly.
- Better customer marketing:
A lot of customer marketing initiatives like city tours, user conference, product training webinars, etc needs an accurate and up-to-date of key contacts in a customer. But more often than not, this data doesn’t exist in the CRM. Tracking job changes ensures you are monitoring new hires, departures, and promotions in your existing customer accounts.
- Preventing churn in long-tail customers
If you have 100s or 1000s of customers, chances are that you may not have named CSMs for your mid-market and SMB customers. Knowing buyer and power user arrivals, promotions and departures will ensure you actively engage the customer during such events to mitigate any churn risks. This is a crucial sales tactic for customer retention.
- Clean CRM
30-45% of CRM contact data goes stale every year. Monitoring job changes using a tool like Boomerang ensures an always up-to-date CRM contact database This also saves lots of seller time and frustration since they no longer need to manually export contacts from Zoominfo and the likes.
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What job change plays to activate?
There are 5 different job change plays that can help create a high-quality pipeline.
#1 Customer job change plays
#2 Warm intros from power users and champions play
#3 Competitors' customers for job change play
#4 Play for accounts that have hired several product users
#5 Upsell play by tracking current customers for new hires
You can learn more about them in a blog I wrote previously.
How to track job change plays
Your team is probably doing some version of this with either LinkedIn Sales Navigator or with your data provider (Zoominfo/Lusha etc). While it may not come at any additional cost, we have seen 80-90% of monthly job changes get missed by these solutions. You can find the comparison between Boomerang and LinkedIn here and between Boomerang and ZoomInfo here.
![](https://cdn.prod.website-files.com/64b7a632343999e752fe4108/663caf0a89a1bd32d4fe9baa_Ebook.png)
Tracking job changes with Boomerang
Don't leave revenue behind! If you are looking for cost-effective and high-quality revenue, consider tracking customer job changes. Boomerang pipeline generation software enables companies like yours to track customer job changes and automate follow-ups to create a predictable revenue channel. Our tool can help you in::
- Automating pipegen by notifying you about job changes in active or former key contacts
- Enhancing your ABM campaign effectiveness by identifying accounts with past champions
- Accelerating expansions by identify job moments in install base
By leveraging these sales tools and implementing customer contact tracking, you can generate sales more effectively and improve your overall sales & CRM strategy.