New executive arrivals at customer accounts
Overview
Entry Criteria
Action
Why it works
Setup
New executives landing at customers can present risk and also opportunity. Regardless, these are important connections to help maintain and grow your partnership.
This playbook serves as a strategic, actionable guide for proactively engaging new executives who join active customer accounts based on the current state of the renewal.
Best Practices
Primary Contact(s) - Informative
Use this template for healthy accounts where the renewal is >6 months away.
Approach:
- Where possible, address on your next live call before messaging offline
- If no live calls coming up, use existing email thread w/ engagement
- Adjust if exec is more/less likely to play a key role
Content:
- Reference ties to the likely initiative
- Position around customer: helping them succeed instead of preventing risk for you
Goal & CTA:
- Goal: address risk and/or uncover new opportunities
- Soft CTA: gather proactive intel
Email Template
Subject: MyCo + your new exec-title
Recipient-name(s) - while our renewal is still a ways out – hoping to proactively address new considerations following exec-name joining.
Do you foresee any new priorities or upcoming changes worth having in mind? Thank you
- Sender
Primary Contact(s) - Time Sensitive
Use this template if there is an upcoming renewal or existing relationships risk
Approach:
- Where possible, address on your next live call before messaging offline
- If no live calls coming up, use existing thread / comm channel
- Adjust if exec is more/less likely to play a key role
Content
- Reference current state: current health, risk, open opps, and renewal timeline
- Tie your work to a specific exec initiative
- Position around customer: helping them succeed, not mitigating your risk
Goal & CTA:
- Goal: proactively engage new exec via your closest relationships
- Direct CTA: provide a specific recommendation & their advice
Email Template for Renewal
Subject: Exec title + MyCo
Recipient-name(s) - excited to see you bring exec name on board.
It seems like our efforts align closely to initiative, and they might be part of internal discussions as they settle in.
Given our upcoming renewal - we typically suggest meeting live to both catch up & ensure our plan incorporates their perspective.
What do you think is the best way to involve them?
- Sender
Email Template to get intel from champions/advocates
Subject: MyCo + your new exec-title
Name(s) - given relationship, we’re interested in your perspective following exec-name coming on as exec-title.
Can you help us understand any new or changing priorities that might relate to the MyCo partnership?
Any intel / advice is appreciated, and can help us better support company’s new objectives.
- Sender
New Executive
Approach:
- Recon: Gather intel, advice, and potentially approval from current contacts before reaching out directly.
- Best Sender: champion or exec sponsors at their company.
- Alternative Sender: your exec & name drop / cc the top supporters
Content:
- Summary: Concise, tied to exec objectives, actual $ impact
- Reference current state: current health, risk, open opps, and renewal timeline
- Name drop connections, sponsors, execs that are meaningful
Email template for Champion to forward to exec
Subject: company’s partnership with MyCo
Name - Wanted to share context on our partnership with myco and the impact to our initiative.
FW:
Overview:
- When and why partnership was started
- MyCo description & specific value prop
- Impact thus far + resources
Current State:
- Owners / Sponsors on both sides
- Current focus / projects that tie to exec objective
- Customer status – renewal, risk, expansion
Know you have a direct line to me and the MyCo team. Happy to expand more live or offline at any point
- Sender