Leadership change signals
When a company hires a new CEO, VP, or Director (or when one departs), the incoming executive has about 90 days to make changes. New leaders evaluate vendors, restructure teams, and approve budgets their predecessors wouldn't touch. Leadership change signals stay relevant for 90 days.
Why new leaders buy new tools
A new VP of Sales inherits a tech stack they didn't choose. They have board mandate to improve numbers and fresh budget to do it. The first 90 days are when they audit what exists, identify gaps, and make purchasing decisions that set the tone for their tenure.
This isn't theory. Leadership changes commonly trigger vendor evaluations in the first quarter. The new exec needs quick wins to establish credibility. Bringing in a tool that solves a visible problem — one the team has been complaining about — is the easiest way to build trust with a team they just inherited.
Departures create signals too. When a VP leaves, there's a transition period where the interim decision-maker may pause, accelerate, or redirect existing evaluations. The departure itself is a data point about company stability and direction.
How Signado detects leadership changes
Signado monitors company updates on professional networks and scrapes public announcements for executive hires, promotions, and departures. AI classifies each event and scores by position: CEO (95), CFO and CTO (90), CMO (85), VP (75), Director (65).
Context matters beyond the title. A new CEO at a Series B company generates a higher composite score than a Director hire at an enterprise, because the CEO has broader purchasing authority and more urgency to show results. Signado extracts the person's name, new role, previous role, and previous company, all useful for writing the first email.
The 90-day decay matches how long the "new leader window" actually stays open. After that, the exec has settled in, made their initial decisions, and the urgency to evaluate new tools drops. The signal loses value linearly but never drops below 40% of the original score.
Playbooks that use this signal
Frequently asked questions
How long does the "new leader" buying window last?
Roughly 90 days. Week 1-4 is the audit phase, where they learn what exists. Week 5-8 is the evaluation phase, where they compare alternatives. Week 9-12 is the decision phase. After that, the window closes and the next budget cycle takes over.
What if the change is a departure, not a new hire?
Departures are still scored, but typically lower than new hires. A CEO departure might signal instability that creates procurement freezes. A VP departure might signal an opening for a competitor to re-engage. Signado classifies both types.
Which C-suite roles create the strongest buying signals?
CEO changes score highest (95) because they affect every department. CFO and CTO changes (90) are strong for finance and engineering tools. CMO changes (85) matter for marketing tools. VP-level changes (75) are more targeted but still represent significant purchasing authority.
Should I reach out to the new exec or their team?
Both, but differently. The new exec responds to messages that help them look good fast. Their direct reports respond to messages that solve day-to-day friction. The best approach: reach the exec with a strategic angle, and the team lead with a tactical one.
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