These insights come from our webinar Winning When It’s Crowded, where Brian LaManna, Enterprise AE at Gong, joined Rory Sadler, CEO at trumpet, to discuss how to stand out in crowded enterprise deals. Watch the full webinar here.
In our latest webinar Winning When It’s Crowded, Brian LaManna, Enterprise AE at Gong, and Rory Sadler, CEO at trumpet. to talk about how to win competitive enterprise deals.
When multiple vendors are involved, it’s easy to focus on the other companies in the room.
But Brian sees it differently.
“The biggest competitor in every single deal is status quo.”
If a buyer is evaluating multiple platforms, that’s often a good sign. It means they’re taking the category seriously. They’ve likely secured budget or at least created a finance line item. The problem is real enough to warrant internal attention.
That alone increases the likelihood that a decision will be made.
Competition is not the enemy
Brian points out that when a buyer is actively leveraging another solution or comparing vendors, they’ve already acknowledged the need. They are investing time and energy they are exploring change.
The real risk in enterprise deals is inertia.
Status quo wins when:
• The problem doesn’t feel urgent
• The internal case isn’t strong enough
• The effort to change feels too high
When a deal stalls, it’s rarely because a competitor had a slightly better feature. It’s because staying the same felt safer.
Reframe competitive pressure: Instead of reacting defensively when you hear “we’re looking at others,” treat it as validation. The category matters. Budget exists. Momentum is possible.
Your job is not just to beat another vendor - it’s to make change feel necessary and achievable.
FAQ
Is competition a bad sign in enterprise deals?
Not necessarily. Active competition often signals real intent and allocated budget.
Why is status quo so powerful?
Because change requires internal effort and risk. If that risk feels high, buyers default to doing nothing.
How do you compete against status quo?
By increasing urgency, clarifying impact and making the path to change feel structured and supported.
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