A fast-growing Indian B2B SaaS company operating in the enterprise HR technology space was facing increasing competition from both global platforms and emerging domestic players. The leadership team needed a comprehensive view of competitor product positioning, pricing architecture, sales tactics, and customer satisfaction levels to inform their product roadmap and go-to-market strategy.
Research Approach
Robas Research designed a multi-source competitive intelligence program covering desktop research, social listening analysis, and 40 in-depth interviews with enterprise HR technology buyers who had recently evaluated or switched between platforms. Mystery purchase interactions were conducted with competitor sales teams to map sales messaging and pricing disclosure approaches.
Insights Generated
- Two global competitors were winning on brand credibility and integration ecosystem; domestic competitors were winning on price and local support
- The client had a significant perception advantage on product configurability, but this was not being communicated effectively in sales conversations
- Implementation support and post-go-live customer success were the primary satisfaction gaps for competitor customers—representing a differentiation opportunity
Business Impact
The client used the intelligence to reposition their sales narrative around implementation excellence and configurability, developed targeted competitive battle cards for their sales team, and launched a formal customer success program targeting the satisfaction gap identified among competitor customers. Win rate in competitive deals improved measurably within two quarters.