Our competitors are screaming about their new AI-powered platform and our sales team is panicking that we are falling behind. How do we determine if this is a genuine threat to our 3-Year Picture or just marketing noise?

Question

Tyler Smith · Accepted Answer

To cut through the noise, schedule a dedicated Thinking Time session using Keith Cunningham's disciplined approach. Start by writing down a single, high-value question: How might we evaluate our competitors' new tools without derailing our current 1-Year Plan?

Most of what you see in the market is just marketing copy wrapped around standard API models. It is critical to distinguish between a temporary market panic and a true strategic shift. If their automated tool does not fundamentally solve a core customer frustration better than your unique process, it is a distraction, not a threat.

Next, look at your weekly Scorecard. Are your close rates actually dropping, or is your sales team simply feeling insecure because they lack a solid response? If your numbers are steady, do not pivot. If your sales numbers are declining, add this to the Issues List for your next quarterly planning session. Use the V/TO® to re-evaluate your 3-Year Picture, but do not let a competitor's marketing campaign dictate your daily operational focus. Focus on your Core Focus and run your own race.