Updated
Why the renewal is where sales tools are won
Sales tools are usually sold per seat on yearly contracts, and the renewal is when someone finally counts: how many seats are used, which features the team actually touches, what overlaps with another tool. Revenue operations is often asked to cut the number of tools at that moment, which opens the door to a product that replaces two.
Until then, the incumbent has the advantage of being installed. In the months before the renewal, a team that has wanted to change can make its case against a deadline, and a vendor who arrives with a migration plan gives it the argument it needs.
Who to contact
The people who own the sales tools, and the person who signs:
- Head of Revenue Operations or RevOps Manager: runs the tools and the data, and usually the evaluation.
- VP Sales or Head of Sales: decides what the team works in every day.
- CRO: signs, and wants fewer tools that do more.
- Sales Operations or Sales Enablement Manager, in teams without RevOps.
What to say
Bring the questions RevOps will face at the renewal: what the team uses, what each active seat costs, what could be consolidated. A short, specific offer, such as a review of current usage, a migration of sequences and fields, or a side-by-side with one team, works better than a generic demo invitation.
Don't knock the incumbent: the person you write to may have chosen it. Present the renewal as a normal checkpoint and your product as an option worth putting in the comparison.
How Coolie finds them
Name the sales tools you displace
From the CRM, sales engagement and call recording products Coolie tracks, choose up to five you most often replace.
Coolie finds the teams about a year in
It looks for teams that adopted one of them 9 to 12 months ago and still work in it, and shows which product and since when.
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
Competitor Churn finds the teams that already left a competitor and need a replacement now. A new sales leader often reviews the tools in their first months, which Recent Job Change catches. See all signals.
Example (fictional)
You sell a sales engagement platform and name the two tools you most often replace.
Coolie finds Corvane Analytics, 180 employees in Germany, which adopted one of them eleven months ago and still uses it.
It finds Corvane's Head of Revenue Operations and its VP Sales. You pick both, and the email Coolie drafts offers a review of their current seats ahead of the renewal.
Every company and person in this example is invented.
Frequently asked questions
Do sales tools really renew once a year?
Many do, but not all: some are monthly, others signed for several years. Coolie infers a likely yearly renewal from the adoption date and does not see the contract, so ask before you assume.
Should I write to RevOps or to the sales leader first?
Usually RevOps, who will run the comparison, with the sales leader in the same sequence or a later step. Put both titles in your ICP and Coolie looks for both at each company.
Can I leave out my existing customers and partners?
Yes: add their names to your ICP's excluded keywords and competitors, and Coolie leaves those companies out of every run, matched by name or website.