Competitive Deal Displacement Rate
Percentage of deals won where the customer switched from a named competitor’s product or service
What is Competitive Deal Displacement Rate?
Competitive deal displacement rate is the percentage of won deals where the customer switched from a named competitor. It shows how successfully a business takes customers from rivals.
It indicates market share gain and the strength of the offer against specific competitors.
How this KPI is measured
- Function
- Sales
- Sub-function
- Competitive
- Industry
- All Industries
- Type
- Lagging
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Deals won displacing a named competitor / Total deals won) × 100
How to calculate it
Divide deals won by displacing a named competitor by total deals won, and multiply by 100.
For example, if 60 deals were won and 21 replaced a competitor, the rate is 35%.
Record the competitor on each opportunity so results can be split by rival.
Where it is used
Tracking market share gains
See how much growth is taken from others.
Refining competitive messaging
Learn what persuades switchers.
Targeting competitor customers
Focus on accounts using rivals.
How to improve it
Tips and common mistakes
- Be accurate and fair when comparing with competitors.
- Look at win rate in competitive deals as well.
- Displacement may take longer sales cycles.
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