Help buyers choose with confidence. Package a clear, respectful comparison that shows where you fit, what results you deliver, and exactly how switching works - no trash-talk needed.
Who it’s for
Enterprise AEs & Sales Engineers in competitive cycles
Product Marketing & Enablement building comparison assets
Champions who must brief execs, IT, and finance
Why it matters
Buyers compare; guide them with clarity, not drama. Even if you avoid the topic, they won’t. A respectful, transparent comparison reduces decision risk - and accelerates change - without fear tactics.
How it works (TOF → MOF → BOF)
TOF (Positive framing clips):
Short clips like “Why teams switch from X” - focus on outcomes (speed, reliability, governance), not gotchas. Post on LinkedIn/X/Shorts and in follow-ups. Each links to your Compare page.
MOF (On-site “Compare” page):
A Replay page that includes:
Feature/Results table (what you do differently + measurable outcomes)
3–5 min explainer video walking through fit, gaps, trade-offs
Chapters: Fit → Outcomes → Migration → Total Cost/ROI
Artifacts: Migration checklist, security/compliance links, case snapshots from switchers
BOF (Safe next step):
Primary CTAs: “Migration plan” · “Book a switch call.”
Secondary: “Download the switcher case bundle” · “See it on your data.”
KPIs: Win rate vs. competitor · Sales cycle length · Time-to-next meeting · Exec/IT views & time on page
Automation tips: Opening the Migration chapter → email the migration checklist + calendar link; repeated views of Total Cost/ROI → send ROI model and ping AE; exec-domain view → trigger founder/VP briefing invite.