Know Your "Enemies" — A Practical Guide to Competitive Intelligence

What It Covers

Andy McCotter-Bricknell, head of competitive intelligence at Apollo.io, explains how to systematically identify competitors, assess market threats, consolidate internal research, and use customer insights to find differentiation opportunities in crowded markets.

Key Questions Answered

• •Competitor identification through sales calls: Use call recording tools like Gong to track which competitors prospects mention most frequently during sales conversations. Average buyers evaluate three to four solutions per purchase decision, making competitor mentions the most reliable threat indicator.
• •Landscape mapping framework: Plot competitors on two axes—product complexity (feature completeness for the category) and market presence (share of voice, funding, employees, search rankings). This grid reveals which competitors pose the greatest revenue threat versus those requiring minimal attention.
• •Win-loss programs for differentiation: Conduct structured interviews and surveys with won customers, lost prospects, and churned users to identify what truly resonates. This qualitative and quantitative research reveals prioritization gaps between what companies build versus what customers actually value when choosing solutions.
• •Customer research over competitor obsession: Position yourself as a research consolidator, not a know-it-all. Sales teams, product managers, and executives already conduct informal competitive analysis. Your role is synthesizing these insights into one aligned source of truth that informs product roadmap and positioning decisions.