Being the category creator and longtime market leader, the company faced increasing competitive pressure from new, smaller companies who were entering their space and offering lower pricing and alternative capabilities.

The Product Marketing team wanted a clearer understanding of how buyers evaluated their company against competitors, and which messages resonated throughout the buying process.

Sales reps gave useful feedback, but team leadership wanted more objective buyer feedback to validate assumptions and identify where positioning should evolve. Competitive positioning became a strategic priority for the company.

Over the last seven years, this enterprise social impact software company has partnered with IcebergIQ to integrate independent buyer insights to their customer intelligence program. Today, these insights play a critical role in shaping the company’s GTM strategy, sales processes, and product enhancements, resulting in a 28% YOY increase in win rates.

In a competitive healthcare systems market, this AI-powered automation company believed it had what it needed to win, yet competitive win rates were dropping. The head of PMM had worked with IcebergIQ at a previous company, so she brought them in again to launch a win-loss program to uncover what was really driving competitive losses

With tens of thousands of customers and rising churn, this $650M cybersecurity company turned to IcebergIQ for churn analysis and more complete customer picture