A global software vendor had recently lost a sales pitch to a Mexican competitor, previously only known to their own Latin American division.

They also noticed increasing activity from that competitor, and a new office in Spain. Something was going on, but it was not clear what. How significant was this competitor going to be in the US? And was Europe their springboard to expanding out of Latin America?

Collecting raw information

Aqute set to work in the US, Mexico and Spain. Our local analysts hit the ground running to find contacts, inspect physical locations and search official document filings that were not online.

During a first phase of secondary research, we created a basic profile of the competitor: financial information, key clients, sector focus and evidence of geographical expansion.

We also swept the internet for any evidence of interactions between the competitor and its ecosystem: most obviously social media trails, but also case studies, presentations and contract templates. Aqute trawled through the LinkedIn profiles of 500+ employees for clues, including data about the size of client contracts and sales teams.

Finally, Aqute implemented a wave of primary research to track down some of the competitor’s customers and interview them about why they had made that choice.

Quantifying the threat

Based on meticulous analysis of specific data, Aqute delivered a comprehensive review of the threat from this competitor:

  • How serious was this competitor?

  • Were they planning formally to enter the US market?

  • Were they planning formally to enter the European market?

We told our client who would lead the global expansion, when it would happen and how much investment was behind it.

Neutralizing a competitive threat

Competitive intelligence allowed our client to neutralize their competitor. We produced a battlecard explaining why the competitor would be a bad choice for US buyers. Our client launched a counter strategy in Mexico to distract the competitor from US expansion. And in Europe, they opened their own Spain office to counter any marketing benefit that the competitor might have when they launched shortly afterwards.