> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sentrion.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Tracking Company Initiatives

> How hiring patterns reveal strategic initiatives and why they are powerful sales signals

Company initiatives are the big strategic moves that signal where a business is heading. Sentrion surfaces these through hiring patterns. So you can act on them before your competitors even know they're happening.

## What are company initiatives?

When a company decides to invest in something new (an AI practice, a new product line, a geographic expansion (the first visible signal is almost always hiring. These strategic actions include:

* **New capability buildouts** (a company hiring its first-ever ML engineers is building an AI practice from scratch
* **Leadership changes**: new executives bring new strategies, budgets, and vendor evaluations
* **Product launches**: teams building something new need infrastructure, tools, and services
* **Strategic pivots**: shifts in business model create new needs across the organization
* **Rebrands and repositioning** (a company rethinking its identity often rethinks its entire tool stack

## Why initiative signals matter

When a company announces a major initiative, it creates a ripple effect. New budgets get allocated, new teams get built, and new vendors get evaluated. For sales teams, these are some of the strongest signals that a company is ready to buy.

<Info>
  Companies going through strategic shifts are significantly more likely to evaluate new tools and partnerships within the following quarter. Catching these signals early gives you a timing advantage.
</Info>

## What to look for in your results

When you review your campaign results, these are the types of job postings that indicate a company is pursuing a new initiative:

* **Senior leadership roles in new functions**: a "Head of AI," "VP of Data Science," or "Director of Machine Learning" posting suggests the company is building a new practice and investing at the leadership level.
* **Specialized roles that signal new capabilities**: postings for ML engineers, data architects, or platform engineers at a company not known for that function indicate a strategic buildout.
* **Expansion-related roles**: "Country Manager - EMEA" or "Regional Sales Director - APAC" at a company that only operates domestically signals market expansion.
* **Cross-functional clusters**: when you see product managers, engineers, and designers all posted at the same company, it often points to a product launch or major new project.

Rather than reading press releases after the fact, you see the signals as they happen: through the jobs companies post.

## Examples

Here are initiative signals you'll find in your results and how to act on them:

| Signal                                                            | What it means                                           | How to act                                               |
| ----------------------------------------------------------------- | ------------------------------------------------------- | -------------------------------------------------------- |
| "Head of AI" or "VP of Machine Learning" posting                  | Company is building an AI practice from leadership down | Reach out with AI infrastructure, tooling, or consulting |
| "VP of Marketing" at a company with no prior marketing leadership | Major investment in marketing capabilities              | Offer marketing tools, analytics, or services            |
| "VP of Engineering" or "CTO" posting                              | Engineering strategy is shifting under new leadership   | Present developer tools or platform solutions            |
| "Country Manager" or roles posted in a new region                 | Expansion into new markets                              | Offer localization, compliance, or market entry support  |
| Multiple "Data Engineer" or "ML Engineer" postings                | Building a data or AI platform                          | Sell data infrastructure, ETL tools, or analytics        |

## Tutorial: Find companies launching AI initiatives

When companies invest in AI, they hire for it first. Follow these steps to build a campaign that surfaces companies actively building AI capabilities.

<Steps>
  <Step title="Create a new campaign">
    1. Go to **Campaigns** in the top navigation
    2. Click **+ New Campaign**
  </Step>

  <Step title="Use the AI filter generator">
    At the bottom of the left sidebar, find **"Use AI to generate filters"**:

    1. Type: **"Find companies launching new AI initiatives"**
    2. Click the **send button**

    The AI configures your search automatically.
  </Step>

  <Step title="Review the generated filters">
    The AI populates the sidebar with:

    * **AI Signal Scoring**: enabled with a relevance threshold of 4
    * **Signal Date Range**: last 3 months of activity
    * **Job Keywords**: approximately 60 AI-related keywords (e.g., "machine learning engineer," "AI product manager," "LLM," "neural network," "NLP," "computer vision")
    * **Exclude Keywords**. 4 exclusion terms to remove irrelevant results

    **Always review the generated keywords** before running your search. The AI may include terms that are too broad or ambiguous, leading to false positives. For example, a keyword like "AI" alone could match unrelated job postings. Remove any that seem too generic and add exclusion terms for common noise.
  </Step>

  <Step title="Run the search">
    1. Set **"New companies to find"** to 50 (or your preferred count)
    2. Click **Find Companies**

    The search takes 1-5 minutes. A status bar shows progress.
  </Step>

  <Step title="Review the Companies tab">
    Results show companies actively investing in AI, ranked by signal strength:

    * **Score**: how strongly their hiring signals indicate AI initiative investment
    * **Match Reason**: why Sentrion flagged this company (e.g., "Hiring for AI/ML roles," "Building new AI capabilities")
    * **Keywords Matched**: specific AI-related terms from their job postings

    Click any company to see the full detail panel with match insights and the actual job postings.
  </Step>

  <Step title="Check the Signals tab">
    The Signals tab shows individual job postings that triggered each match (the raw evidence. You'll see AI/ML job titles, departments, locations, and quoted text from job descriptions.
  </Step>

  <Step title="Find decision-makers">
    Switch to the People tab and use Find People to discover AI leaders at these companies: CTOs, VP of Engineering, Head of AI/ML, and data science directors.
  </Step>
</Steps>

| Setting               | Value                                         |
| --------------------- | --------------------------------------------- |
| **AI Prompt**         | "Find companies launching new AI initiatives" |
| **AI Signal Scoring** | Enabled (threshold: 4)                        |
| **Job Keywords**      | \~60 AI-related keywords                      |
| **Signal Date Range** | Last 3 months                                 |

### Pro tips

1. **Refine after initial results**: use patterns in the results to adjust filters for a more targeted second search
2. **Enable Automation**: toggle Auto-Update ON to get notified when new companies match your filters
3. **Combine with ICP filters**: add Company Size, Industry, and HQ Location to narrow results to your ideal customers
4. **Export results**: download company and signal data as CSV for your outreach workflow

### Other prompts to try

* *"Companies building their first data team"*
* *"Startups hiring their first marketing leaders"*

## What to do next

<CardGroup cols={2}>
  <Card title="Tracking Open Jobs" icon="briefcase" href="/education/tracking-open-jobs">
    Learn how specific job postings reveal buying signals
  </Card>

  <Card title="First Campaign" icon="rocket" href="/getting-started/first-campaign">
    Build your first signal-based campaign step by step
  </Card>
</CardGroup>