Instructions
Evaluate whether a closed-lost account showing new activity is worth re-engaging. A new signal alone is not sufficient — what matters is whether the underlying conditions that caused the loss have changed.
Step 1 — Pull full relationship context
From account memory and CRM, retrieve:
- When the deal was lost and at what stage.
- The recorded reason for the loss.
- Which personas were engaged.
- Whether the prior champion is still at the company.
Also retrieve any prior warm engagement that didn't result in a deal — positive outreach replies, webinar/event registrations, conference attendance, booth visits. These signal relationship warmth that predates the loss and should inform the re-engagement framing.
An account that replied positively to outreach before going cold is in a different position than one that went completely silent. Surface the full warm history, not just the closed-lost record.
If no close-lost data is available: proceed with reduced confidence. Require two meaningful change signals instead of one before recommending re-engagement.
Step 2 — Assess what has changed
The following constitute meaningful changes that justify re-engagement consideration:
- New leadership — prior champion left, new economic buyer arrived, or the blocker is gone.
- Competitor displacement — they dropped the vendor they chose over the org.
- Funding event — new budget or GTM investment.
- New signal addressing the close-lost reason — e.g. now hiring for a function that addresses the pain point that caused the loss.
- Time elapsed >12 months — sufficient for priorities to reset.
- New inbound from a different person — suggests broader interest than the prior champion.
Step 3 — Score
No meaningful change present → return Bronze: Closed-lost signal, no material change detected. Monitor only. Skip Step 4.
Meaningful change present → apply the parent's Q1/Q2 frame with full awareness of the prior relationship.
- Q1 (intent). Weight the new signal against what was present at time of loss. A new first-party signal from a named individual is high intent. Third-party signals alone cap at Silver.
- Q2 (deal size). Research the account. Judge deal size using team size relevant to the product's use case, funding stage, company size, and growth trajectory. Reason from research until org-specific thresholds are baked in by Setup.
Step 4 — Re-engagement framing
Only runs if tier is Silver or Gold.
Return alongside the standard fields:
- What changed — the specific hook that makes re-engagement timely now.
- Prior relationship acknowledgment — what to reference from the prior deal. Lead with honesty, not pitch. Do not pretend the prior conversation didn't happen.
- Recommended first-touch angle — one sentence: what to say and why it lands now given the change.
The framing is resurrection-first — relationship reopen, not new pitch.
Return to parent
Return:
- Tier
- Mode (Re-engagement)
- Signal stack, ranked strongest first
- Persona quality
- Deal size assessment (one sentence)
- Reasoning applied
- Change delta (closed-lost context → current state)
- If Silver or Gold: re-engagement framing block (Step 4)