Article · 22 min read

How to Run a Competitive Displacement Campaign: The Complete Playbook for Winning Deals From Incumbent Vendors

MarketBetter Team · MarketBetter Free Advanced

The operational half of taking on an incumbent: timing outreach to renewal windows, mining review sites for the buyer's own words, and treating switching cost as the objection you must answer with migration proof rather than more features.

  • Displacement prospects convert around 3x better than net-new, up to 35 percent against a 19 percent average.
  • Displacement deals close in 2 to 4 months, roughly 20 to 30 percent faster than the 4 to 8 month net-new cycle.
  • Time outreach to renewal: alert at 120, 90 and 60 days out, with 90 days the main window.
  • The average B2B buying committee now runs 6 to 13 stakeholders depending on deal size.
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It answers 2 questions

  1. Everyone we sell to already uses the big incumbent. How do I position against them without trashing them?
  2. A big share of our losses are to nobody at all. How do the best companies write and sell against doing nothing?

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