Updated
Why the renewal opens the door in observability
Observability bills tend to grow with the data a company sends, and the renewal is when engineering and finance look at that bill together. Teams often come to it asking whether they can keep the same visibility for less, bring several tools into one, or send part of their data elsewhere.
Switching is real work: agents to replace, dashboards and alerts to rebuild, on-call habits to change. A team needs time to try an alternative on a real service before it commits again, and a vendor who arrives after the commitment is signed waits another year.
Who to contact
Engineers evaluate, and the budget sits with engineering leadership:
- VP Engineering or CTO: owns the budget and the trade-offs.
- Head of Platform, Infrastructure or SRE: runs the tools and leads any evaluation.
- Staff and principal engineers on the platform team: often the internal champions of a change.
- FinOps or engineering finance lead, in companies that review cloud spending formally.
What to say
Lead with a way to compare, not a claim. Offer to run alongside their current tool on one service, show what the same coverage would cost on your pricing, or explain how their dashboards and alerts would move. Engineers trust what they can test.
Avoid quoting their bill or guessing their data volume: you do not know them, and they will notice. Ask what they want to change at the renewal, and offer the test that would answer it.
How Coolie finds them
Name the monitoring products you compete with
Type the monitoring, logging or tracing products you meet in deals, and keep up to five of those Coolie tracks.
Coolie dates when they adopted it
Coolie keeps the companies that took one of them on 9 to 12 months ago and still run it, with the adoption date on each lead.
It keeps the companies that fit your ICP
Your ideal customer profile (industry, company size, location) filters the companies before anyone is contacted.
It finds the decision makers
At each company, Coolie looks for the people whose job titles match your ICP, and gives each lead a score.
It researches the leads you pick
For the leads you choose, Coolie writes a research brief (the company's news, the person, the reason to write now) and a personalized email and LinkedIn sequence.
It writes and sends from your own accounts
Email and LinkedIn steps go out from your own mailbox and LinkedIn account, spread over your working hours. You approve each message, or let the agent run on autopilot.
Signals to pair it with
Add Tech Used to find companies running a competitor whenever they adopted it, and Competitor Churn for those that just moved off it. Teams that grow their platform group post jobs for it: the Hiring signal finds them. See all signals.
Example (fictional)
You sell an observability platform priced on usage and name the two products you most often replace.
Coolie finds Tallowmere Payments, 400 employees in the Netherlands, which adopted one of them nine months ago and still runs it.
Tallowmere's VP Engineering and Head of Platform become the leads; once picked, they get a drafted email offering to run alongside the current tool on one service before the renewal.
Every company and person in this example is invented.
Frequently asked questions
Can Coolie see which monitoring tool a company runs?
When the tool shows in public, such as a script on the website, a record on the domain or a mention in job posts, it can. Tools that run only inside a company's own servers can go unseen by anyone outside.
Why not wait until the month of the renewal?
Because comparing takes time: a team that wants to switch has to test on real services and plan the move before it commits again. Starting a few months ahead is what puts you in the test.
Who decides on observability tools?
Usually the platform or infrastructure leader runs the evaluation and the VP Engineering or CTO decides, with finance involved when the bill is large. Add those titles to your ICP and Coolie looks for them at each company.