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What is the most commonly overlooked competitor in a go-to-market analysis?

  1. A Doing nothing, or the customer's current workaround
  2. B The market leader
  3. C New entrants
  4. D International players
Answer

Doing nothing, or the customer's current workaround

Most deals are lost to inertia rather than to a named competitor, which changes what the messaging must overcome.

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