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What is an Alternative?

An Alternative is a structured profile of a non-competitive substitute — something a prospect might do instead of buying your product, but that isn’t a direct competitor. Think manual spreadsheets, in-house tooling, hiring more headcount, or simply doing nothing. In most B2B deals, the biggest competitor isn’t another vendor — it’s inertia. Alternatives give agents the language and framing to address why the status quo is no longer viable, helping your outreach create urgency where there was none. When a prospect says “we’re handling this internally” or “it’s not a priority right now,” those are alternative-positioning moments — and agents that understand your defined Alternatives can respond with specific messaging about the cost of inaction rather than falling back on generic product pitches. Alternatives are distinct from Competitors. Competitors are other vendors selling similar products. Alternatives are the other paths a prospect takes when they don’t buy from anyone.

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What an Alternative contains

FieldPurpose
NameWhat the alternative is
DescriptionHow prospects use it today
LimitationsWhere it falls short
Switching triggersWhat causes prospects to move away from it
Differentiation pointsWhy your product is a better path

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How Alternatives connect to other entities

  • Offerings — which of your products replaces this alternative
  • Playbooks — playbooks that position against this alternative
  • Buying Triggers — signals that indicate a prospect is outgrowing this alternative
Alternatives are especially useful for agents generating outbound messaging. When a prospect isn’t evaluating vendors yet, competitive positioning doesn’t apply — but alternative positioning does. Agents reference Alternatives to craft messaging that builds urgency around the cost of the status quo.

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Managing Alternatives via API

  • GET /api/v2/alternative/list — list all alternatives
  • GET /api/v2/alternative/get — get a specific alternative
  • POST /api/v2/alternative/create — create a new alternative
  • POST /api/v2/alternative/generate — AI-generate alternative profiles
  • POST /api/v2/alternative/update — update an existing alternative
  • DELETE /api/v2/alternative/delete — remove an alternative