The Situation
A well-established technology provider pivoted into a new product vertical and quickly encountered a need for sharper positioning against a key incumbent. With hypotheses around competitor pricing and customer sentiment already forming internally, the company required third-party validation and deeper competitive insight to guide its marketing and sales strategy.
To confidently move forward, the client partnered with Sedulo Group to:
- Validate assumptions about competitor pricing and customer experience
- Understand how existing customers perceived the competitor’s value proposition
- Develop differentiated marketing content and competitive messaging
The Solution
Sedulo Group delivered a comprehensive competitive intelligence program, designed to equip the client with actionable, segment-specific insights. Key components included:
- Stakeholder Interviews: Collaborated with internal client stakeholders to align on strategic goals, refine hypotheses, and focus the research around high-impact questions.
- Primary Competitor Research: Engaged competitor customers and industry experts to assess real-world product performance, pricing transparency, and support experience, testing the accuracy of competitor claims.
- 4-I Framework Analysis: Leveraged Sedulo’s proprietary framework to integrate primary and secondary data, transforming raw feedback into structured insights, strategic implications, and clear marketing applications.
- Executive Insights Report: Delivered a white-labeled, presentation-ready summary of pricing comparisons, buyer sentiment, and go-to-market positioning—featuring clear visualizations and strategic recommendations.
The Success
With Sedulo’s findings in hand, the client was able to:
- Refine Messaging: Develop marketing content that clearly addressed gaps in competitor offerings
- Improve Pricing Strategy: Adjust pricing to align with validated market expectations and competitive benchmarks
- Enable Sales Teams: Equip frontline sellers with relevant intelligence to counter competitor claims and close deals more effectively
The result was a more confident market entry, improved commercial agility, and clear differentiation in a competitive new vertical.
Senior Director, Technical Marketing
The pricing and competitor TCO information Sedulo found equipped our marketing team to improve our marketing collateral and pricing strategies to best target gaps that our competitors aren’t addressing.