Competitive Intelligence Case Study

Empowering a B2B sales team

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Competitive intelligence services delivered

A growing software company had been losing too many times to a direct competitor, and needed to reverse that trend.

Our client, a fast-growing SaaS company, had recently experienced the disappointment of losing significant deals to a formidable key competitor, especially in financial services. Despite firmly believing in the superiority of their product, they realized that they lacked a way to effectively showcase its advantages: a comprehensive feature comparison table. Also, without accurate knowledge of their competitor's pricing strategy, they were left in the dark, unable to make well-informed decisions. And their understanding of the competitor's sales pitch was limited to mere anecdotes, making it difficult to counter the competitor's persuasive tactics.

In light of these challenges, our client made a strategic decision to empower their sales team with the necessary ammunition to not only compete but outperform their adversary. They recognized the importance of being well-prepared and equipped with valuable insight before engaging in competitive sales opportunities. By engaging in robust competitive intelligence, our client aimed to gather comprehensive and actionable information that would enable them to regain their competitive edge.

With the goal of creating a well-rounded and efficient competitive intelligence strategy, our client asked us to start researching and analyzing their competitor's strengths and weaknesses. The research team delved deep into various aspects, including product features, pricing models, as well as the competitor's overall sales pitch. Armed with valuable insight, we were now ready to develop a comprehensive feature comparison table that would clearly highlight the superior advantages of our client's own product.

Going beyond feature comparisons, our client also recognized the importance of understanding their competitor's pricing strategy. With a deeper understanding of their competitor's pricing models, they could fine-tune their own pricing structure, ensuring maximum competitiveness in the market. Accurate knowledge of the competitor's pricing allowed them to position their product offerings strategically, appealing to potential customers with a compelling value proposition.

By conducting in-depth competitive intelligence research, our client sought to gain a deeper understanding of the competitor's sales pitch. Through extensive research and gathering of relevant data, they uncovered the unique selling points and persuasive techniques employed by their adversary. Armed with this knowledge, they were able to refine their own sales strategies, addressing potential concerns and debunking competitor claims with evidence-backed responses.

Investing in competitive intelligence not only provided our client with valuable insights but also empowered their sales team with the knowledge and confidence required to regain market share. Equipped with a comprehensive feature comparison table, accurate knowledge of pricing, and a comprehensive understanding of their competitor's sales pitch, they were now ready to approach future sales opportunities with a winning mindset. With the ability to articulate the distinct advantages of their product and debunk competitor claims effectively, they were poised to secure deals that were previously lost to their opponent.

By adding competitive intel to their existing sales support tools, our client was able to transform their sales approach and regain their competitive edge. Through in-depth research, competitor analysis, and the development of key insights, they armed their sales team with the necessary information to outshine their competitor.

Analyzing the competitor’s areas of focus

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In order to gather valuable insights for our client, Aqute embarked on a thorough competitive analysis process. Our first step was to map out key aspects of the competitor's organization. We wanted to understand the inner workings of their sales team, the market segments they targeted, the size of their engineering department, and the resources allocated for support and account management.

To achieve this, we conducted an extensive secondary research, delving into various sources such as industry reports, market analysis, and relevant publications. This allowed us to gain a comprehensive understanding of the competitor's organizational structure and their overall go-to-market strategy.

In addition to secondary research, we used primary interviews to provide us with firsthand and highly valuable corporate intelligence, engaging in direct conversations with individuals who had deep insights into the competitor's operations. These interviews helped us draw a clear picture of how the competitor structured their organization and how they approached the market.

But we didn't stop there. We wanted our client to have a competitive advantage when it came to targeting potential sales opportunities. We went a step further by utilizing primary research methods to meticulously analyze the competitor's revenue streams and customer base. By categorizing their customers based on industries, size, and regions, we were able to provide our client with concrete data-driven recommendations on where they should concentrate their efforts to maximize their chances of success.

This detailed analysis proved to be instrumental in guiding our client's decision-making process. Armed with a precise understanding of their competitor's organizational setup, go-to-market strategy, and customer landscape, our client was empowered to make informed and strategic choices. They now had the knowledge and insights to direct their resources towards the most promising sales prospects, ultimately enhancing their chances of securing victories in the marketplace.

By combining comprehensive secondary research, primary interviews, and meticulous data analysis, Aqute successfully delivered competitive analysis that not only provided our client with a competitive advantage but also equipped them with actionable insights to drive their business forward.

Shaping a sales response

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To gain deeper insights into the competitive landscape, we conducted extensive primary fieldwork as a crucial phase of our research. This involved immersing ourselves in the intricacies of our competitor's strategies and understanding how they positioned their software offerings to potential clients. By delving into the sales pitch employed by our competitor, we aimed to uncover valuable information that would shed light on their approach and enable us to gain a competitive edge.

During the competitor intelligence research, we sought answers to pertinent questions such as: What key points did the competitor emphasize in their sales pitch? How did they present their product's unique selling propositions? Did they highlight any specific features or advantages that differentiated them from other industry players? Capturing these details was crucial in comprehending the competitor's value proposition and understanding how they positioned themselves in the market.

In our quest for comprehensive insights, we also explored the competitor's perception of our client. We delved into their sales pitch and examined how they portrayed our client's positioning, strengths, and weaknesses. By understanding the competitor's perspective on our client, we enabled our client to craft responses to the competitor's claims, in advance.

To accurately gauge the effectiveness of the competitor's sales pitch, we conducted extensive interviews and surveys with prospects who had been exposed to their marketing efforts, as well as post-sales experiences such as with professional services implementation. By soliciting firsthand opinions and feedback from these prospects, we were able to gain valuable insights into the effectiveness and impact of the competitor's sales pitch, and the overall customer experience during the sales process, in a variation of win loss analysis. This feedback played a crucial role in evaluating how the market perceived the competitor's value proposition and whether it resonated with potential clients.

In addition to assessing the prospect's perception, we also engaged with existing customers who had already made a purchase decision. By understanding their experiences and contrasting them with the promises made during the sales pitch, we were able to decipher whether the competitor delivered on their claims or if there were any discrepancies. This market intelligence helped illuminate areas where customers may have found discrepancies between the sales promises and the actual delivery, providing our clients with a comprehensive overview of the competitor's strengths and weaknesses.

To ensure the accuracy and reliability of our competitor insights, we reached out to a wide range of sources, including the competitor's customers, channel partners, employees, and other industry insiders. By engaging with diverse stakeholders, we were able to construct a comprehensive and multifaceted analysis of the competitor's go-to-market strategy. This breadth of perspectives allowed us to capture various viewpoints and validate our findings from multiple angles, delivering effective competitor insights.

Through our meticulous research approach, we were not only able to ascertain what the competitor's sales pitch entailed, but also gain competitive insight into how the sales pitch was received by prospects. Combining this business intelligence with customer feedback on the disconnect between sales promises and actual product performance, we provided our clients with valuable and actionable insights. Armed with this knowledge, our clients were empowered to make informed decisions, fine-tune their own strategies, and gain a competitive advantage in the market.

Giving salespeople a competitive edge

Our client utilized the comprehensive competitive intelligence information that we provided, enabling their sales team to gain a strategic advantage over their competitors in the field. Through the competitive intel we delivered, including battlecards, our client's salespeople were equipped with valuable guidance on how to effectively outperform their competition. The outcomes achieved were so remarkable that their sales leaders eagerly requested us to analyze several additional competitors in a similar manner. This decision proved to be immensely beneficial as it empowered their sales force to be even more prepared and positioned them in a significantly stronger position for winning sales pitches.

By leveraging the actionable insights derived from our competitive intelligence research, our client's salespeople were able to navigate through various market scenarios with confidence and precision. Armed with a deeper understanding of their competitor's strategies, weaknesses, and unique selling points, our client's sales team was able to effectively tailor their approach and messaging to address customer needs and pain points. The level of preparedness and strategic advantage gained through our competitive intelligence analysis allowed them to consistently outshine their competitors in sales cycles.

The impact of the competitive intelligence we provided extended far beyond individual sales success. It fostered a culture of informed decision-making and strategic thinking within our client's sales organization. The remarkable results achieved in the initial case study prompted a significant shift in mindset among sales leaders, recognizing the immense value of competitive intelligence as a driving force behind their success.

As a result, our client's sales leadership team proactively sought out additional competitors to be analyzed using our competitive intelligence platform. This proactive approach allowed them to continuously stay one step ahead of their industry counterparts. By regularly monitoring and assessing the competitive landscape, our client was able to identify emerging trends, spot potential threats, and capitalize on untapped market opportunities. This ongoing commitment to competitive intelligence as a core business practice ensured that their sales team remained well-equipped and adaptable in an ever-evolving market, staying ahead of market trends and protecting their market share.

Beyond the immediate benefits gained in sales, our client's investment in competitive intelligence also had a positive ripple effect throughout their organization. The in-depth insights provided by our research influenced not only the sales strategy but also other key areas such as marketing, product development, and customer experience. By understanding their competitors' strengths and weaknesses, our client was able to position their offerings more effectively, differentiate themselves in the market, and continually align their business goals with customer needs.

In this competitive intelligence case study, the intelligence we delivered to our client served as a catalyst for their success in the competitive landscape. Through ongoing analytics and monitoring of direct competitors, our client solidified their position as a market leader, armed with valuable insights and a competitive advantage. By making informed decisions based on our research, they were able to adapt their strategies, win more sales pitches, and ultimately achieve sustainable business growth.