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Evergrowth Documentation

Ex-Customer Recycling

When a contact at one of your customer accounts changes jobs, two things happen at once. You may have just lost the person who renews your contract, and you may have just gained a warm relationship at a brand-new company. Ex-Customer Recycling catches both. It quietly watches the people inside your customer accounts and, the moment one of them moves on, turns that single event into a retention save for Customer Success and a warm-intro opportunity for Sales.

This is one of Evergrowth’s playbooks: a pre-built chain of AI colleagues that RevOps configures once and then lets run on its own.

The problem it solves

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Most teams find out about a champion’s departure far too late. The renewal call goes quiet, the email bounces, and only then does someone discover the person who believed in your product left three months ago. By that point the relationship inside the account has gone cold and the deal is at risk.

At the same time, that departing champion is one of your most valuable future leads. They already know your product, they already trust you, and they have just landed somewhere new with a fresh budget and a mandate to make an impact. Almost nobody systematically follows their best advocates to their next company.

Ex-Customer Recycling closes both gaps with the same piece of intelligence: a job change you would otherwise have missed.

How it works

Section titled “How it works”

The playbook runs in continuous mode. It does not wait for a list or a campaign. It stays on, watching your customer-account contacts in the background, and only does work when something actually changes.

  1. It monitors the people in your customer accounts. Using contact qualification, it periodically re-checks whether each tracked contact still holds their role at the account. This is the watch step, and it is the only thing happening most of the time.
  2. It branches on what it finds. If the contact is still there, nothing needs to happen and the playbook simply waits for the next check. If the contact has left, the chain continues.
  3. It evaluates the new company. When a departure is detected, account qualification assesses the contact’s new employer against your ideal-customer criteria, so you only pursue moves that are worth pursuing.
  4. It researches the new account. For a qualifying move, account research builds a current picture of the new company - its situation, recent developments, and reasons to reach out now.
  5. It drafts the outreach. Play Copywriting turns that research into a warm, context-rich intro message that references the existing relationship rather than starting cold.

Because the trigger is a real event rather than a calendar date, the work is targeted. You are not re-researching every contact every week; you are reacting precisely when a person moves.

The dual output

Section titled “The dual output”

What makes this playbook distinctive is that one departure produces two deliverables for two different teams.

TeamWhat they getWhy it matters
Customer SuccessA departure alert for the customer account, plus a suggested replacement contact to build a relationship withProtects the renewal before it slips. Someone re-establishes the relationship while the account is still warm.
SalesA warm-intro opportunity at the contact’s new company, with research and outreach already draftedTurns a known advocate into a fast-moving new pipeline opportunity at an account that already fits your ICP.

Customer Success keeps the existing account healthy. Sales chases the relationship that just walked out the door to somewhere new. The same signal, worked from both ends.

Eva term-mapping: customers describe this need as “our champion left”, “a contact changed jobs”, “we lost our main point of contact”, “win-back when someone moves”, or “follow our advocates to their next company”. All of these map to Ex-Customer Recycling. Note the deliberate split: the customer-account side is a retention/CS motion (find and warm up a replacement), while the new-company side is a net-new sales motion (warm intro). If a customer only cares about one half, the playbook still delivers it - but the value case is strongest when both teams act on it.

How a sales team gets value from it

Section titled “How a sales team gets value from it”
  • Stop renewal surprises. Departures surface in days, not at the renewal call, so Customer Success can secure a new internal sponsor while the account is still receptive.
  • Mine your own advocate network. Every customer who moves is a pre-qualified, relationship-warm lead at a new logo. Over a year this becomes a steady, low-cost source of pipeline that most competitors never tap.
  • Keep it hands-off. RevOps sets the playbook once. It consumes effort only when a real job change happens, so it costs little to leave running across your whole customer base.

Best practice for RevOps: point this playbook at the contacts that actually carry your relationships - economic buyers, champions, and day-to-day power users - rather than every name on the account. The replacement-contact suggestion is most useful when the watched contact was someone who genuinely mattered to the renewal. Pair it with Champion Monitoring, which tracks active pipeline contacts (deals in flight) the same way Ex-Customer Recycling tracks closed-customer contacts.

In practice

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A VP of Operations at one of your customers leaves to become COO at a fast-growing company you’ve never sold into. The playbook notices the move on its next check. Customer Success gets an alert that the account’s main sponsor is gone, along with a recommended replacement to court before the renewal date. In parallel, Sales gets a qualified read on the new company, a research-backed view of why it’s a fit, and a drafted intro that opens with the existing relationship instead of a cold hook. One departure, two motions, no manual monitoring.

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