Competitive Intelligence for Cybersecurity Startups
Win Against Your Competitors
Your customers are paying attention to competitors. You need to understand which ones solve the same problem as you, and how to have the right conversations with the right people to win more deals.
Enable your teams in marketing to rank against the competition, and your sales reps to respond to key objections. Know your competitors and win more deals.
Competitive Positioning Review
A comprehensive review of your competitive landscape, including a list of key competitors that your ICP is paying attention to in the market. Also includes analysis of your likely competitors solving similar problems and major players who might potentially enter the market. Includes:
- Differentiated Competitive Framework: A clear, documented hierarchy of how your core messages map to the market at large and what competitive messages exist.
- Competitive Tear-Down: A rigorous analysis of 3-5 key competitors. This includes technical differentiators, messaging gaps, and pricing models, forming the basis for your future battlecards.
- Competitive Advertising Analysis: An analysis of key sales messages, including ads and emails, that your competitors are going to market with as well as advice for how to counter this messaging.
Technical Buyer Persona Validation
I conduct in-depth interviews with your potential buyers to validate your competitive position in the marketplace. This includes conversations with the leaders and influencers most likely to be interested in your products or services, with the goal of sharing insight into how to reach them.
- Detailed Buyer Personas: Deep-dive profiles of your target end-users (DevOps, AppSec, Security Engineers) and economic buyers (CISO, VP of Engineering), detailing their motivations, budget authority, pain points, and trusted sources of information.
- Competitive Weighting Review: A report on how you might compete in the market against established or other new competitors.
- Value Proposition Matrix: A structured framework mapping product features to the specific pain points and quantifiable business outcomes for each persona.
- Market Validation Summary: A concise report validating or challenging your current Product-Market Fit (PMF) by synthesizing primary research (founder/customer interviews) and market trends.
Ongoing Competitive Monitoring
Competitive analysis is not a one-time project. You need to constantly be monitoring the market and your competitors for changes in messaging and focus. This service includes regular monitoring of competitors to communicate changes and what they might mean in terms of strategic pivots.
- Ongoing Monitoring: Monitor the campaigns and key messages of 3 to 5 primary competitors. Communicate any major shifts in their focus area or targeting.
- Regular Communication: A biweekly or monthly email outlining any competitive or market shifts relevant to your business, include advice on any potential pivots.
- Battlecard & Objection Handling Updates: Updates to battlecards and objection handling for your sales team.
Ready to Get Started?
Book your free consultation and accelerate your competitive win rate.