Playbook · Signal motion
Tech stack changes: the migration window play
The signal that most directly maps to pipeline for tool vendors. Detected via JS sniffing, BuiltWith, careers-page mentions. The migration creates urgency + budget simultaneously. The 90-day window post-migration is where vendor evaluation actually happens.
01The signal
Summary
The signal that most directly maps to pipeline for tool vendors. Detected via JS sniffing, BuiltWith, careers-page mentions. The migration creates urgency + budget simultaneously. The 90-day window post-migration is where vendor evaluation actually happens.
02Cadence
The step-by-step rhythm we use to run this play. Skipping steps usually loses more than it saves — the asymmetric spacing is part of why it works.
Day 30
email
Anchor on detected migration + name the second-order pain (cost overrun, identity gap, build-time bloat)
Day 35
linkedin
Connection + share a relevant post on the migration topic
Day 42
email
Specific 4-week framework offer — the most common gotchas
Day 56
email
Soft re-engagement with a peer comparison
Day 70
email
Break-up email
03Expected outcome
Outcome: 14-19% reply rate. Highest when the second-order pain (cost, complexity, performance) is named specifically.
Success metric: Technical demo or framework review scheduled.
04Anti-patterns · do not run this when
- Do not pitch your tool as a replacement for what they just adopted
- Do not use a generic 'how's the migration going?' opener
- Do not skip the second-order pain — the migration itself isn't the story, what it creates is
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater
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