How High-Performing RevOps Teams Turn Competitor Signals into Pipeline

Most mid-market GTM teams don’t have an activity problem.

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They have a signal problem.

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Too many accounts. Too much “intent.” Not enough confidence in who is actually in a buying window — or why.

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In this operator-led session, we’ll break down how modern RevOps teams are sharpening GTM precision by starting with one of the most underused data sets in SaaS: their competitors’ customers.

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You’ll hear directly from GTM and RevOps leaders who are using competitor install data, usage intensity, and renewal timing to reverse-engineer high-propensity target accounts, identify real switching and expansion moments, and coordinate marketing + sales motions that actually convert into pipeline.

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This isn’t theory. It’s the behind-the-scenes playbooks RevOps teams are running right now.

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We’ll walk through how teams are:

• Building target account lists from real competitor adoption, not static ICP assumptions
• Prioritizing accounts based on actual likelihood to evaluate or replace
• Turning competitive signals into actionable workflows across RevOps, Sales, and Marketing
• Designing competitive takeout motions that drive near-term, measurable pipeline

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Featuring practical, in-the-trenches examples from operators at Sendoso and Cockroach Labs, this session is built for leaders who own both the revenue systems and the outcomes.

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Speakers:

• Spencer Hardey, Vice President, Business Operations, HG Insights
• Austin Sandmeyer, Director of Growth & GTM Engineering Strategy, Sendoso
• Tracie Hart, Senior Manager, Revenue Applications, Cockroach Labs

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Who this is for:‍

Senior RevOps, Marketing Ops, and Sales Ops leaders at mid-market SaaS companies who are tired of guessing — and want GTM motions grounded in real buying behavior.

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Classic RevOps Co-op energy:

No fluff. No hype. Just operators sharing what actually works.

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