What's the process you use to uncover competitor pricing?

Here’s the structured process I’d use: 1. Direct & Indirect Sources Publicly Available Pricing: Check competitor websites, pricing pages, FAQs, and help centers for any disclosed information. Sales & Customer Conversations: Gather insights from sales teams who hear about competitor pricing during deal cycles. Collect customer feedback on pricing objections and comparisons. Competitor Quotes & Proposals: Work with the sales team to collect and anonymize real competitor quotes shared b ...Read More

Keep in mind - pending your product/service, pricing intelligence is difficult to get 100% accurate, so my goal is to establish ranges and relative positioning (e.g., “Competitor A prices ~20% higher for mid-market plans”) rather than chase down exact figures.With that said, here's a process I use:1. Start with publicly available info.I begin with desk research — competitor websites, pricing pages, case studies, press releases, and analyst reports. Even when prices aren’t listed, you can often i ...Read More

In my world of cyber security pricing is often guarded like a state secret so you have to be a bit of detective. I generally avoid the mystery shopper route, it's messy and often unreliable. Here is what I do instead:   The win/loss debrief is a gold mine. I don't just look at the CRM, I do talk to our sales reps. How do our competitors quote? How do they discount? Do they sell per user or per device? Getting an idea of a pricing structure is often more valuable than the final number. The partne ...Read More

April, Lindsay, and Olesia have covered the standard intelligence channels well. Let me add what works specifically in enterprise software, where pricing is rarely public and the signals are more indirect. The most reliable source I have found across Salesforce, Tableau, and now UiPath is structured win/loss interviews. Not the CRM data, but actual conversations with buyers who chose you and buyers who chose someone else. Enterprise buyers will often tell you exactly what they were quoted, espec ...Read More