Challenge
People Data Labs had a technically strong product in a diverse and competitive market. The sales team knew the product well. What they lacked was a systematic way to handle competitive situations, the intelligence to know where PDL won, where it didn't, and the tools to make that count in a live deal.
Action
I built the competitive intelligence function: mapping the landscape, identifying new market segments and buyer personas, and translating that research into tools the commercial team could use.
That meant competitive battlecards, objection handling frameworks, and team-specific sales playbooks for Sales, Technical Services, and Customer Success, each tuned to how those teams engaged with buyers. The competitive research fed directly into pricing and positioning decisions and shaped the product roadmap through customer interviews, TAM research, and data analysis.
Results
Sales enablement: Win rates against key competitors improved by 32%. The commercial team had a response for every competitive situation — battlecards and objection frameworks built across 16 competitor profiles.
Market expansion: Identified 2 new market segments and corresponding buyer personas, directly informing pricing and positioning decisions and opening new revenue opportunities.
Pipeline impact: 18% improvement in conversion rates and 15% increase in average deal size across targeted ICP segments.