Case study · Built while selling at Quorum
Which companies are already paying competitors?
A detection script that turned a manual research question into a displacement dataset the whole sales team could use.
- Websites scanned
- 50,000+ in about 3 days
- Competitor customers
- 5,000+, about 10% of the market
- Close rate, targeted deals
- Estimated ~25% better
- Adoption
- Sales team and RevOps
The problem
Sellers were researching one account at a time.
I was carrying a $500K quota as an Account Executive. I wanted to know which companies in our market were already paying competitors, because those accounts need a different conversation: displacement, not education.
The only way to find out was for each seller to research accounts individually. That doesn't scale across a whole market.
What if we checked every prospect's website at once, instead of asking sellers to do it one by one?
What I built
From a list of domains to displacement campaigns.
A custom detection script, then the workflow around it so sellers could act on what it found.
- 1Pull the marketProspect accounts and domains from Salesforce
- 2Scan every website50,000+ sites in about three days
- 3Detect competitor products5,000+ sites using a competitor, about 10% of the analyzed market
- 4Estimate what they payDetected technology combined with competitive pricing intelligence
- 5Write displacement messagingCompetitor-specific outreach in place of generic outbound
- 6Hand it to the teamTrained sellers, and gave the scripts and implementation logic to Revenue Operations
Results
From one seller's script to a team workflow.
For sellers
- Reps knew what a prospect was likely using, and roughly what they were paying, before the first touch.
- An estimated ~25% improvement in close rate among targeted opportunities.
For the organization
- Research that used to be manual became an actionable displacement dataset.
- The sales team was trained on the workflow, and Revenue Operations received the scripts and logic for broader adoption.