For CROs, sales leaders and country managers
Play offense.
Take share from the incumbent.
A competitive takeout play gives your reps a story they can win with, the right accounts to call, and owners who see it through. Success is measured in pipeline, revenue and win rate.
Sound familiar?
The share is there to take. Most teams leave it on the table.
Our biggest growth pool is the incumbent's customer base, and we barely touch it.
Reps walk into competitive deals without a plan and make it up as they go.
We launch a competitive push, get a spike, and it fades within weeks.
Why most competitive plays fall short
Three gaps sink most plays. We close all three before launch.
01
Built by marketers, not sellers
The messaging reads well in a deck, but breaks in a live deal. Reps don't trust it, so they don't use it.
What we do instead
A seller-built story
A clear enemy, value claims tied to real differences, and objection handling tested with your top reps.
02
Aimed with poor data
Call lists built on stale or incomplete data send reps after the wrong accounts. Outreach falls flat.
What we do instead
Targeting you can trust
Verified technographic and usage signals, so reps only call accounts where the play fits.
03
Owned by no one
No named owner, no clear roles, no measures. The play launches, nobody tracks it, and it fades before it pays off.
What we do instead
Named owners and measures
A bench across sales, marketing, PMM and ops, each with a clear role, and success measures from day one.
The flagship: competitive takeout plays
A story your reps can win with
Stories stick. They tap the competitive nature of salespeople, and they give every rep a clear role in a deal they can retell anywhere.
Your team is the hero
Reps get a clear role in a story they can retell in any deal.
A clear enemy
The competitor's history, beliefs and blind spots, so reps know where it's weak.
A defined battleground
The accounts and people where you can win, backed by a list strategy.
A plan of attack
Value claims tied to real differences, objection answers, and answers to why change, why us, why now.
Built into every stage of the sale: what to ask in discovery, what to demo, and how to quantify value.
How an engagement runs
From kickoff to a live play in 4–6 weeks
01
Discover
Review Gong calls; interview 5 top reps and sales leaders
You provide
Gong access and interview time
02
Diagnose
Pinpoint where reps need help, pick the play, align leadership
You provide
A leadership alignment session
03
Target
Build the list strategy so rep calls aren't wasted
You provide
CRM and technographic data access
04
Build
The story, battlecards, talk tracks, sequences and proof points
You provide
First-call decks, customer stories and a PMM lead
05
Operate
Launch to the field; give every owner a clear role
You provide
Owners in sales, marketing, PMM and ops
06
Measure
Define the KPIs and reports that track results
You provide
RevOps support
Then, on retainer: track results, tune the play and launch the next one. Results land a quarter or two after launch.
What you get
What your team walks away with
Everything is built fresh for your market and your competitor. Nothing is recycled from a template.
Strategy
- Play strategy and point of view
- Target competitor and ICP
- Leadership readout
Field assets
- Story and positioning
- Battlecards and talk tracks
- Objection handling
- Email sequences
- Proof points
Targeting
- List criteria
- Technographic and signal sources
- Working sessions with ops
Launch and measure
- Launch session
- Manager coaching guide
- Named owners and roles
- KPIs and report specs
Options
Ways to work together
4–6 weeks
Full takeout play
The complete method: discovery, strategy, target lists, field assets, launch, owners and reporting.
2–3 weeks
Lite takeout play
Play strategy, field materials and targeting advice. Upgrade to Full with credit.
3 days to 6 weeks
Building blocks
A win/loss study, a head-to-head analysis or battlecards, on their own.
Monthly
Retainer
Track results, tune the play, refresh assets and launch the next one.
Fixed scope, fixed fee. Smaller engagements credit toward larger ones.
Proof
Results from plays like these
$25M+
won bookings from about 10 plays in about 18 months
$100M+
in pipeline across 1,000+ deals
$10M+
bookings from one category play in a single quarter
~5 pts
higher win rate on takeout plays than the company average
Directional results from plays Chris led at a previous employer, a global customer-service software company.
Which competitor do you want to pass?
In a short scoping call we'll look at where you're winning and losing, and whether a Full or Lite play fits.