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 by prospects or customers.

• Review Sites & Forums: Analyze G2, TrustRadius, Reddit, and industry Slack groups where customers discuss pricing structures.

• Analyst Reports: Leverage Gartner, Forrester, IDC, and CB Insights, which sometimes provide pricing insights.

2. Secret Shopping & Testing

• Demo Requests & Trials: Engage as a prospective customer to assess published and negotiated pricing.

• Partner & Channel Insights: If competitors have partner programs, partners may share general pricing structures. You'll want to maintain ethical industry relationships so you can surface useful trends.

3. Pattern Recognition & Market Benchmarking

• Deal Desk Data: Collaborate with Sales Ops and RevOps to track competitor pricing trends in CRM records. (highly dependent on clean data and how your teams are organized to be able to pull the data if properly tracked)

• Lost Deal Analysis: Identify price sensitivity and competitive pricing patterns in closed-lost deals.

• Competitive Battlecards: Continuously update internal battlecards with pricing insights and discounting trends.

4. Validation & Cross-Checking

• Customer Interviews: Conduct win-loss interviews to validate assumptions on pricing competitiveness.

• Sales Enablement Training: Run periodic syncs with sales teams to refine understanding and detect shifts in pricing strategies.