In-depth competitive intelligence is often used for firms focused on driving differentiation to become a market leader. In a crowded, established healthcare technology provider market, our client sought to become an industry leader in business intelligence solutions, as well as refine its marketing positioning and pricing strategy in order to accelerate its sales funnel.
To uncover competitive information, our teams first conducted a preliminary client immersion session to inform study design and establish key hypotheses to test in research. The initial deep dive interviews with industry experts, key competitors and win/loss customers provided competitive insight and revealed decision drivers to explore in further interviews. Our teams then conducted 5 customer win/loss interviews and 5 CI/industry expert interviews per month to understand key drivers of success from a competitor and customer perspective
Through our research, our teams were able to successfully define competitive positioning, targeting, and pricing. This led to a re-alignment of marketing, sales efforts, and collateral to better articulate its value proposition. Our recommendations led to an improved win-rate through discovery of prospects’ and customers’ buying behaviors and decision-making processes.