CI-301d · Module 2

Competitive Trajectory Mapping

4 min read

A static landscape map shows where competitors are. A trajectory map shows where they are heading. For each competitor, plot their position on your key dimensions at quarterly intervals. The movement pattern reveals strategic intent more reliably than any press release or earnings call. A competitor that has been moving upmarket for four consecutive quarters — increasing average deal size, adding enterprise features, hiring senior account executives — is committed to the enterprise segment regardless of what their marketing says.

Do This

  • Plot competitor positions quarterly and connect the dots — the trajectory is the finding
  • Calculate velocity — how fast is each competitor moving along each dimension?
  • Identify convergence — are two competitors moving toward the same position? They will collide.
  • Look for reversals — a competitor that changes trajectory direction is responding to new information you should find

Avoid This

  • Map the landscape once and treat it as current for a year — market positions shift quarterly
  • Track only current position without historical trajectory — position without trajectory is a snapshot without context
  • Assume steady trajectories — competitors accelerate, decelerate, and reverse