Who this is for: AEs, SCs, BDRs preparing for competitive deals.Time: 10-15 minutes per account.What you’ll have at the end: A clear picture of the competitive landscape at a specific account, with positioning recommendations.
Step 1: Check the Tech Stack (3 min)
Go to Intelligence → Tech Stack for the account. Your favourite technologies are highlighted. Look for:- Direct competitors - Are they installed? What’s the confidence level? Is adoption growing or declining?
- Adjacent technologies - What else are they using in your space? This tells you how they’ve built their stack and where your product fits.
- Trends - Technologies appearing more frequently in recent job postings are being invested in. Declining technologies might signal a replacement window.
Step 2: Understand Why They’d Switch (5 min)
Go to Strategic Insights and look for priorities that create competitive pressure:- Are they consolidating vendors? (“Reduce tool sprawl” = opportunity to replace a competitor with your platform)
- Are they investing in a new capability? (New initiative might need a different tool than what they have)
- Are they under cost pressure? (Cheaper or more efficient alternative wins)
- Are they scaling? (The competitor might not scale with them)
Step 3: Generate Competitive Positioning (5 min)
Use the AI Assistant:“I’m going into a deal at [Company] where they currently use [Competitor]. Based on their strategic priorities and technology landscape, how should I position against [Competitor]? Give me 3 key differentiation points that are specific to this account.”The assistant will combine the account’s strategic context with the competitive landscape to give you account-specific positioning - not generic battle card points.
Step 4: Identify Displacement Champions
Go to Contacts & Org Chart and look for:- People who recently joined from companies that use your product (they’ve seen the alternative)
- People in roles that would benefit from switching (power users of the competitor)
- New leaders who might bring a different technology preference
Tips
- Displacement is a different conversation than greenfield. If they already use a competitor, you’re asking them to switch - which is harder than buying something new. Lead with what’s wrong with the status quo, not with your features.
- Reference the competitor by name in conversation. “I see you’re using [Competitor]” shows you’ve done your homework and opens the discussion naturally.
- Watch for multi-vendor situations. Some accounts use multiple tools in the same space. That’s often a sign of organic sprawl that a platform play can consolidate.