Technology

In the fast-paced tech industry, innovation and competitive monitoring are crucial for staying ahead. Technology firms must be agile to scale fast and pivot faster. Fletcher's tech team are experts in competitive intelligence, helping tech companies from Fortune 500 to startups determine the best actions to outmaneuver competitors. Through various services like primary research, Win/Loss, sales enablement, product marketing, and more, we provide actionable insights to enable market dominance and growth.

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Services & Solutions

Win/Loss

Win/Loss Analysis reveals why deals are won or lost — directly from buyers themselves. Fletcher conducts independent, third-party interviews to surface honest feedback sales teams rarely hear internally.

Use cases include:

Identifying true decision criteria and buying triggers
Understanding why competitors win — or lose — head-to-head
Diagnosing sales execution, messaging, or pricing gaps
Improving forecast accuracy and sales effectiveness

Renewal Intelligence

Renewal Intelligence uncovers what drives customer retention, expansion, and churn. By speaking directly with renewing, at-risk, and lost customers, Fletcher helps teams understand the factors influencing renewal decisions before it’s too late.

Deliverables include:

Renewal and churn drivers
Early warning signals and risk indicators
Competitive displacement insights
Opportunities to improve retention and lifetime value
Actionable recommendations for customer success teams

Competitor Profile

A comprehensive, executive-ready view of a specific competitor’s strategy, positioning, pricing, strengths, weaknesses, and future direction. These profiles draw on primary interviews and expert context, not just public filings or scraped data.

Competitor business model and go-to-market motion
Strategic priorities and roadmap signals
Pricing practices and sales tactics
Strengths, weaknesses, opportunities, and threats (SWOT)
Implications for your strategy and execution plan

Voice of Customer

Industry events are gold mines for real-time competitive signals — if you know how to harvest them. Fletcher’s Conference Coverage delivers strategic and tactical intelligence from major tradeshows, symposiums, and global gatherings, with expert summaries.

Highlights Include:

Product reveals and strategic shifts
Competitive activity and go-to-market cues
Emerging partner and ecosystem developments
Early trend signals before they hit public feeds
Ideal for: Competitive intelligence teams, product leaders, strategy planners.

Battlecards

Battlecards are tactical, sales-ready playbooks that empower revenue teams to win more deals. Fletcher’s battlecards are crafted from real buyer intelligence, competitive analysis, and sales-verifiable insights — not generic matrices.

Key sections include:

Competitor positioning vs. your offering
Top differentiators and weakness exploitation
Buyer objections and proven counter-talk tracks
Proof points and win themes validated by interviews
Ideal for: Sales enablement, revenue ops, SDR/AE teams.

Market Landscape

Market Landscape Analysis is a structured, primary research-driven view of the competitive field — who the real players are, how they're positioned, and where the genuine white space lies. Built from human intelligence, not scraped data.

Key sections include:

Competitor identification, segmentation, and tier mapping
Positioning and messaging differentiation across the field
Market share signals and segment ownership patterns
Emerging entrants and disruption risks sourced from primary interviews
Ideal for: Strategy, corporate development, product marketing, and executive leadership teams.

M&A Support

Fletcher's M&A Due Diligence practice delivers primary research validation at the highest-stakes moment in the deal cycle — verifying what a target claims about its competitive position, customer relationships, and market standing before the transaction closes.

Key findings:

Validation or debunking of target company competitive claims
Voice of customer interviews across the target's install base
Churn risk, switching intent, and customer satisfaction assessment
Competitive positioning and market share verification from primary sources
Ideal for: Corporate development, private equity, investment teams, and executive leadership.

Conference Coverage

Highlights include:

Product reveals and strategic shifts
Competitive activity and go-to-market cues
Emerging partner and ecosystem developments
Early trend signals before they hit public feeds
Ideal for: Competitive intelligence teams, product leaders, strategy planners.

Case Studies

A global enterprise software company with a wide solution portfolio, growing through acquisition and market share gains, needed to increase win rates for its global and enterprise solutions across its sales organization. Partnering with Fletcher to pilot a Win/Loss program, our client was able to identify key purchase decision drivers and competitive insights that increased win rates and market share across the client's enterprise software portfolio, resulting in global recognition as an industry leader. From a pilot program shifting to an annual program over five years, the client has engaged with Fletcher to expand competitive services to competitor deep dives, product deep dives, M&A due diligence, and Go-To-Market analysis in parallel to Win/Loss. Reports from these various studies were widely circulated across numerous sales teams, product teams, executive leaders, and client's C-Suite.

Our Technology Team

VP of Technology Consulting

Mark Gigliotti

Mark has over 25 years of experience helping clients achieve goals and driving company growth, as a technology sales and revenue leader. After more than 10 years as a top performer at a Fortune 1000 company, he founded and led sales in a range of companies, including a health & wellness SaaS startup (now part of Cerner), the largest IT managed services provider in northern New England (now part of Konica Minolta), and a Stevie Gold award-winning sales department at a SaaS start-up.

He brings to Fletcher a range of competitive knowledge in software, hardware, SaaS, cloud computing, and technology services. He holds dual bachelor’s degrees from Syracuse University.

Director of Technology Research

Ryan Perry

Ryan is the Director of Fletcher’s Technology practice, advising Fortune 100 enterprises and high-growth startups on competitive strategy, market positioning, and long-term growth. Since joining in 2019, he has helped companies outmaneuver competitors, capture market share, and optimize go-to-market execution.

Specializing in market intelligence, strategic positioning, and commercial due diligence, Ryan leads Fletcher’s Win/Loss and Voice of the Customer (VoC) programs, delivering insights that shape product-market fit and competitive advantage. His work also spans to Mergers & Acquisitions, market landscape evaluations, and strategic investment assessments.

He holds a Bachelor of Economics and minor in English form The University of Vermont.

Get in Touch

1 Mill Street suite 267

Burlington, VT 05495

info@fletchercsi.com