Business Situation
- A leading hyperscaler DC solution provider wanted to conduct a detailed competitive intelligence exercise for one of its key rivals in the Middle East region.
- The client sought to understand the expansion strategy in the region and key enablement pillars, such as a vertical-specific messaging strategy and sales talk track. The client’s field and sales team required insights into key differentiators to engage customer prospects in the region.
SGA Approach
SGA developed a detailed competitive tear-down, backed by robust desk research, SME consultations, and in-depth interviews (IDIs) conducted with ex-employees in the competitor organization, covering the following areas:
- Overview and Financials Analysis: Split the total revenue into small, medium, and large customer segments. The team analyzed it based on partner vs. direct-driven revenue channels, focusing on the vertical.
- Growth Strategy: Assessed strategic partnerships and acquisitions involving recent independent software vendor (ISV) partnerships to strengthen vertical presence. Captured insights into ISV partner programs, network strength, and vertical-specific initiatives.
- Marketing, Positioning, and Sales Strategy: Identified key differentiators for positioning, promotion strategy, and participation in vertical-relevant events.
- Pricing and Deal Structuring Strategy: Improved pricing structure, price coordinates wherever available, key discounting customer penetration levers, and targeted personas.
SGA conducted this ad hoc assignment for the regional (MENA) business teams to help them evaluate competitive threats from a leading hyperscaler expanding its footprint in the region. We provided the client with the most coveted insights around vertical-specific strategies of the competitor, ISV partner ecosystem, and deal structuring strategy with insights into pricing and discounting motions.
Key Takeways
- The competitive deep dive helped the client understand the market and related GTM strategies of a prime competitor in the Middle East (ME) region. It also helped the client learn about the activity levels and seriousness or intent of the player in question in the select region.
- The stakeholders could also gain insights into the competitor’s marketing, positioning, and pricing strategies and how the player approaches the market differently from its traditional core markets.
- The output also helped the client understand its competitor’s evolving landscape in the ME market over the past six years and key enablement levers for its growing regional presence.
