Competitive Sensing, AI
Use Case 2 — AI-powered market intelligence to understand and outmaneuver regional competitors.
Purpose
Market Intel — understand Region and Branch leading competitors — Their core customers, offerings, and value story — What's the sauce...
Who are our competitors?
Customer DB — by region, offering, and customer segment
Who are they winning with?
Customers, at least Customer Groups (e.g., Turner Whiting vs. Turner Whiting in NC)
Why are they winning?
Value story, innovation, relationships — what's the sauce?
Data Sources
- Recent posts detailing awards, projects awarded (historically they brag about)
- Their social posts on LinkedIn, etc.
- Identifying or validating with customers they claim
D&IT Implementation Approach
- AI Lab or other approach to build the Process
- Workshop/Meeting to define requirements
- Comp Sensing DB / Structured Data
- Integrate with Mkt Model, hierarchy, surface data at leadership level
- Surface data locally where pursuits happen the most
- Identify major competitors by Region, Offering, Customer
Region / Branch Teams
- Sales/Ops to inform the process up front
- Repeated data they supply from quick and simple process
- Data structure to feed Competition Data Source
- Top Competitors by offering, region, etc.
- More detailed win/loss data
- What's possible with SFDC?
- Data structure definition
Outcomes
1
Who are our competitors — Customer DB
2
Who are they winning with — Customers, at least Customer Groups
3
Why they are winning potentially
Benefits
Wins, Customers tracking
Market Model Dimension
Supports pursuits, Tech Sales
Informs Pricing strategy
Manual Process Example (NYC Hoists)
1
Top Hoist Companies in NYC — Web Search
2
We don't show up — informs marketing/sales/ops
3
usahoist.com — informs their jobs, offerings
4
Informs their innovation, value story
5
USA Hoist Test Tower, New Mega Construction Hoist
6
Industry views them as valid — are we lying to ourselves?
7
Rob Bailey recognized by ENR
Current Competitor Database
Manage Competitors
| Competitor | Region | Offerings | Win Rate | Strengths |
|---|---|---|---|---|
| Brock Group | Gulf Coast / National | Scaffolding, Insulation, Coatings, Fireproofing, Mechanical | High in Gulf Coast | Strong industrial presence, Turnaround expertise, Multi-craf... |
| Altrad Group | International / US Expanding | Scaffolding, Insulation, Coatings, Industrial Services | Growing threat | Global scale ($4B+ revenue), European market leader, Strong ... |
| KAEFER | International / Gulf Coast | Insulation, Scaffolding, Coatings, Fireproofing, Refractory | Moderate in Industrial | German engineering reputation, Strong insulation expertise, ... |
| Bilfinger | International / Gulf Coast | Industrial Services, Scaffolding, Insulation, Engineering | Declining | Engineering-led approach, Strong maintenance contracts, Euro... |
| APi Group | National | Industrial Services, Fire Protection, Safety Services | Moderate | Diversified services, Strong M&A growth, Public company reso... |
| Apache Industrial Services | Gulf Coast / Southeast | Scaffolding, Insulation, Coatings, Fireproofing | High in Gulf Coast TAs | Strong Gulf Coast turnaround teams, Competitive pricing, Goo... |
| Doka (Umdasch Group) | National / International | Formwork, Shoring, Climbing Systems | High in Forming | World-class formwork technology, Strong engineering, Global ... |
| PERI (external) | National / International | Formwork, Shoring, Scaffold Systems | Complex relationship | Innovative products, Strong R&D, Global presence, Good train... |
| Layher | National / International | Scaffold Systems, Event Structures | Moderate in Scaffold | Premium scaffold system, Strong brand, Innovative products (... |
| Sunbelt Scaffold | Southeast / Gulf Coast | Scaffolding, Access Solutions | Low-Moderate | Competitive pricing, Good local relationships, Quick respons... |
| USA Hoist | NYC / Northeast | Hoisting, Material Transport, Construction Elevators | High in NYC Hoisting | Strong NYC presence, ENR recognized, Innovation in mega hois... |
| AXIOS Industrial Group | Gulf Coast | Scaffolding, Insulation, Coatings, Turnaround Services | Growing in Gulf Coast | Growing rapidly, Good turnaround execution, Competitive labo... |
| MDM Construction | Gulf Coast / Midwest | Scaffolding, Industrial Services, Mechanical | Moderate in Power | Power generation expertise, Good union relationships, Midwes... |