> ## Documentation Index
> Fetch the complete documentation index at: https://docs.getpg.ai/llms.txt
> Use this file to discover all available pages before exploring further.
# Competitive Research
> Understand the competitive landscape at a specific account and position effectively
Know what technology an account uses, where competitors are installed, and how to position against them - before you walk into the conversation.
**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](/configuration/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)
Cross-reference with **Financial Intelligence** - are they growing, flat, or contracting? This affects their appetite for change.
## Step 3: Generate Competitive Positioning (5 min)
Use the **Agent**:
> "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 agent 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.
## Related
Full meeting prep including competitive context
Build a complete plan including competitive strategy
Reference guide for the tech stack module