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Playbook
Turning Shifts in Competitor Landscape into Opportunities
Role:
KPIs:
Target Market:
GTM Motion:
Account-Based Marketing (ABM), Competitive Displacement, Strategic Outbound
The Problem
Shifts in the competitor landscape, such as ownership changes or leadership turnover, create uncertainty and concern among their clients. These clients may experience doubts about service continuity, potential payment issues, or changes in strategic direction, leading them to seek alternatives. However, these opportunities are often missed without the right intelligence and timing.
This is for GTM functions that:
- Seek to capitalize on competitor changes to drive lead generation.
- Are focused on competitive displacement by offering more stable solutions.
- Need a systematic approach to identify prospects likely to switch due to market shifts.
- Require a reliable source of competitive intelligence to guide outbound campaigns.
What KPIs will this impact?
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- Increased lead generation by targeting competitors’ clients.
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- Higher conversion rates through precise, opportunistic outreach.
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- Improved competitive win rates by positioning your solution as a stable, superior alternative.
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- Shorter sales cycles by engaging leads at a critical moment of reconsideration.
Turning Shifts in Competitor Landscape into Opportunities
This play is designed to support sales and GTM teams in capturing opportunities created by disruptions in the competitor landscape, such as competitor ownership changes or uncertainty. By leveraging competitor intelligence tools like Boltwave’s database, sales teams can identify and engage competitors’ clients who may be reconsidering their current provider. This approach helps displace competitors and secure new business through timely, strategic outreach.
The Solution & Process
- The client provides a list of competitors to monitor for significant events like ownership changes or leadership shifts.
- Our team reviews the competitor data, identifying potential clients affected by these events and aligning them with the client’s Ideal Customer Profile (ICP).
- We validate and refine the list, ensuring only qualified leads with a high likelihood of reconsideration are included.
- The enriched list is returned to the client for targeted outreach, helping them convert leads into new business with timely engagement and strong positioning.
Real-world use case:
"Turning competitor changes into a competitive advantage."
Our client in the SaaS industry was closely monitoring a competitor that had undergone an ownership change, which led to concerns about payment issues. This created uncertainty among the competitor’s clients. Using their database, we identified several key accounts that could be reconsidering their provider.
The Results:
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- Closed three new sales opportunities from competitor clients.
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- Engaged 30 promising prospects who might have otherwise stayed unnoticed.
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- Improved conversion rates by capitalizing on competitor changes.
This ensures:
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- Increased lead generation through strategic targeting of competitor clients.
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- Faster sales cycles by engaging prospects at a moment of uncertainty.
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- Greater market penetration through competitive displacement strategies.
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- Higher conversion rates with personalized and timely outreach that addresses immediate concerns.
This play is particularly effective for:
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- Organizations in highly competitive markets aim to displace competitors and win back key accounts.
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- Sales teams are looking for opportunities to leverage shifts in the competitor landscape to drive new business.
- Companies targeting SaaS, tech, or enterprise clients, where ownership changes often trigger reconsideration of providers.
See how [insert case study] used this exact strategy to achieve x goal
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