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Leader quick-reference

Two outcomes: defend existing revenue (customer alerts to CS before renewal) and win net-new competitive pipeline (accounts already engaging competitors, surfaced to sales). A displacement tool that points your existing outbound at a much better list.

What makes it work

• A working outbound motion. Conversion looks like your normal cold rate; what changes is that far more accounts are in-market. Fix outbound first if it isn’t landing.
• A real reason to switch: clear differentiation and a strong offer that stands up mid-evaluation.
• Enough sales-cycle runway: interception needs roughly 3-4 weeks of cycle left (45+ days early, 60+ confirmed).

What you need from the team

• Work high/medium signals within 48 hours, multi-channel.
• Cover the whole list: automation for the long tail, reps on priority, CS on customer alerts.
• One clear owner per signal type.

How you’ll know it’s working

The ladder: 30+ accounts a day raw feed → ~10% marked high priority (roughly 40 to 200 / month) → 1 in 4 of those is a live competitive deal (1 in 7 across the full list), so roughly 20 live opps / month. Only holds when the whole list is worked, on time.

• Validity: matched to your CRM. If there’s no overlap with deals you already have, you aren’t working competitive deals today.
• Action: net-new accounts your team is working, plus confirmed at-risk saves.

The three pilot gates (floors, not forecasts)

1. 5 existing customers with competitor activity identified. The defense play working.
2. 5 new opportunities flagged by the signal, created within 30 days of or after the first signal. Net-new pipeline you can trace.
3. 1 meeting booked. Only fair if outbound already works, the 48-hour SLA was followed, and the ROI numbers hold up. A meeting tests your outbound as much as the data.

Only just clearing them? The pilot is passing and something else needs debugging. Verification detail on the RevOps page.

Payback

One competitive win or one saved renewal usually covers the year. Use the ROI calculator on the Leader page with your own numbers.

Fit: for competitive displacement, not raw meeting volume. Best when you already win head-to-head.