Disclaimer: This case study is a fictional scenario created to demonstrate the kind of impact strategic competitor mapping can have. Names, metrics, and outcomes are hypothetical.
Company Overview
AtlasFlow is a B2B workflow automation platform competing in a crowded SaaS category dominated by well-funded players. The product was strong — but adoption lagged, and the brand struggled to communicate what made it different.
The Challenge
AtlasFlow’s team knew they had competitors, but not how those competitors shaped customer perceptions. Their strategy was based on assumptions, not actual market behavior.
They faced issues like:
- Losing deals to unexpected competitors
- Pricing that didn’t match perceived value
- Messaging almost identical to three other tools in the space
- Slow differentiation despite strong features
They needed a clearer understanding of the category and a sharper narrative.
The Solution: Strategic Competitor Mapping
BrandQuarterly applied its 5-part Competitor Mapping Framework, helping AtlasFlow understand the competitive landscape in depth.
- Defining the Real Competitive Set
Customer interviews revealed that AtlasFlow was compared to tools the team never considered — including generalist project management software. - Analyzing Competitor Positioning
The mapping exposed where competitors overlapped and where they diverged. Most positioned around “automation efficiency,” leaving an open lane for AtlasFlow to own “team cohesion.” - Interpreting Product Priorities
Competitor changelogs, UI patterns, and release notes showed a shift toward AI-powered workflows. AtlasFlow used this to refine its roadmap without copying competitors blindly. - Tracking GTM Behavior
One competitor’s move into enterprise segments signaled a future threat — giving AtlasFlow time to strengthen its SMB narrative. - Mapping Velocity
The framework predicted which competitors were accelerating and which were plateauing, helping the team defend the right flanks.
The Results
After implementing the new competitor-informed strategy, AtlasFlow saw significant improvements:
- +62% increase in qualified pipeline
- A new, differentiated narrative around “team-centered automation”
- Higher win rates in competitive deals (+31%)
- A repositioned pricing model aligned with category expectations
- Clear strategic visibility for upcoming quarters
Why It Worked
The Competitor Mapping Framework helped AtlasFlow:
- See competitors through customer eyes
- Spot openings in the category they could own
- Prevent reactive, knee-jerk marketing
- Build a strategic narrative that didn’t sound like anyone else
AtlasFlow now uses competitor mapping every quarter as part of its strategic planning cycle.
