Qualify the New Company
Outcome: a gate on the destination company that runs before any contact enrichment, with existing customers and competitors routed separately rather than contacted.
- Surface
- App and MCP server
- Level
- Intermediate
- Uses
- enrich_organization · find_company_techstack
- Credits
- ~3 per moved champion
- Prerequisite
- Lesson 03's movers
Why this comes before contact spend
A warm relationship at a company you cannot sell to is still not a lead. Champions land everywhere — at companies too small, in the wrong market, in a different industry, or at one of your existing customers.
Qualifying the destination costs about three credits. Enriching and verifying contact details costs more, and the qualification typically removes a third to a half of movers. Running them in this order is what keeps the weekly run cheap.
What to check
Firmographics
Size, country, industry. Your standard ICP filters, applied to the new employer.
Existing relationship
Is the new company already a customer, an open opportunity, or a partner? This check matters more here than in cold outbound, because a champion arriving at an existing account is a different play — see below.
Competitor
Champions occasionally move to competitors. That is not a lead, and messaging them is awkward for everyone.
Stack, where relevant
Do they run something you displace or complement? A cheap extra qualifier, and a message angle.
The four outcomes
| Destination | Action |
|---|---|
| Qualifies, new logo | The core play. Continue to lesson 06. |
| Existing customer | Route to the account owner as an internal introduction — a friendly face inside a live account is valuable, and it is not an outbound message |
| Open opportunity | Route to the deal owner immediately. A champion who knows you arriving mid-deal can change the outcome. |
| Competitor, or out of ICP | Drop from the active queue. Keep in the tracked list — they may move again. |
The middle two are why the existing-relationship check belongs here rather than at the send boundary. Both are genuinely valuable outcomes, and both are ruined by a cold sequence arriving before the account owner knows.
Do not delete non-qualifiers
A champion at a company you cannot sell to today is still worth tracking. They may move again, the company may grow into your ICP, or your ICP may widen.
Keep them in the tracked list with a status, and let the weekly detection continue. The marginal cost is one check per week; the alternative is rebuilding the relationship history from scratch later.
What survival rate to expect
| Stage | Typical |
|---|---|
| Tracked population | 500 |
| Moved in a given week | 8–12 |
| Destination qualifies | 5–7 |
| With a verified contact at the new company | 4–6 |
Four to six warm, well-timed leads a week from a 500-person tracked list is a realistic outcome — and they convert at multiples of cold.
If your qualification survival rate is far below half, the tracked population may skew toward a segment that moves out of your market — worth knowing, and a reason to prune.
Do this now
Enrich the destination company
For every mover, before anything else.
Apply your ICP filters
The same ones your normal sourcing uses.
Check against customers and open opportunities
Route those two outcomes to their owners, not to a sequence.
Check against competitors
Drop, but keep tracking.
Add the stack check where relevant
Cheap, and it gives you an angle.
Record the outcome per mover
Four statuses.
Compute the survival rate
Qualified ÷ moved. Watch it over time.
Check your work
- Qualification ran before any contact enrichment
- Existing customers and open opportunities are routed to their owners
- Competitor destinations are dropped but still tracked
- Non-qualifying movers stay in the tracked list with a status
- You have a survival rate figure
Where this breaks
Sequencing a champion who joined an existing customer is a genuine incident, not just a wasted credit. The account owner finds out when their customer forwards a cold prospecting email about a product they already pay for. The customer check is one cheap lookup and it must run before anything sends — every week, not once during setup.
Further automation
Where the destination is an existing customer or open opportunity, notify the owner automatically with the champion’s name, their old company and their new role. That alert is worth more than most outbound the same pipeline produces, and it costs nothing beyond the check you already ran.
Next lesson
06 — Reach them at the new company, getting a verified address and writing per population.
Reference for this lesson: enrich_organization, find_company_techstack, CRM integrations, TAM Sourcing.