Claim
An account using a competitor's product isn't a target by itself. Most competitive intelligence tools give you a list of 60,000 companies using Vendor X and call it a day, but true switching readiness only appears when five signals line up: install maturity and renewal proximity, product spend and expansion patterns, where the product sits inside the organization, adjacent technology changes, and segment-level switching behavior.
Mechanism
The gap between 'who uses what' and 'who's ready to move' is where most displacement programs fail. Marketing wastes ABM spend, sales burns cycles on locked-in accounts, CS misses churn signals, and product builds for the wrong gaps. By aligning these five signals, teams can focus only on accounts with genuine switching readiness.