HG Insights|Phoenix

Momentum-Decline Displacement

The incumbent is losing ground inside the buyer — sequence the accounts whose install intensity is decaying before the RFP goes live.

Momentum-Decline Displacement
Sample preview

Sample output for this workflow will appear here once it is captured.

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Overview

Surface accounts whose incumbent product's install intensity is declining ≥20% over the lookback — the displacement window is opening from the inside. Compose with technographic to identify the next-best-fit replacement and return a ranked list with competitor-introduction hooks.

Use cases

  • Displacement that's in motion before the RFP

    Your BDR runs this with the incumbent's name and gets a list of accounts whose install intensity is decaying ≥20% over 12 months AND whose intent is rising on the replacement category. The opening hook ties both signals in one sentence — the buyer is already in motion; the message catches them mid-decision.

  • The contradiction guard built in

    A declining incumbent alone is research-stage churn risk — the buyer is losing capacity, not gaining budget. The workflow gates every row on a rising intent signal on the replacement category, so the SDR isn't sequencing accounts whose 'displacement window' is actually a downsizing.

View workflow prompt
# Momentum-Decline Displacement

## Parameters

- `{{incumbent_product}}` *(required)* — The incumbent product whose declining install intensity opens the displacement window. Example: `Splunk`
- `{{your_product}}` *(required)* — Your product or category — the replacement narrative. Example: `Datadog`
- `{{lookback_window}}` *(required)* — Time-series window — one of last_6_months, last_12_months, last_24_months, last_36_months. Use last_12_months unless the category has unusually fast or slow displacement cycles.. Example: `last_12_months`
- `{{buying_function}}` *(required)* — The function whose contact titles `contact_search` should target. Example: `Engineering`
- `{{territory_filter}}` *(optional)* — Optional firmographic filter for the cohort (industry, country, employee band). Example: `industry: SaaS, country: US`

## Purpose
You are a BDR displacing {{incumbent_product}}. Per [`hg-momentum-signals`](https://phoenix.hginsights.com/gtm/skills/hg-momentum-signals), `intensity_momentum` < -10 and ≥20% drop in `current_intensity` vs lookback start is the displacement-readiness signal. The composed [`sdr-trigger-prioritization`](https://phoenix.hginsights.com/gtm/skills/sdr-trigger-prioritization) skill flags "rising intent + declining incumbent" as a contradiction pattern by default — **this workflow is the deliberate exception**: it ONLY admits accounts at `buyers_journey: "Evaluating"` or `"Purchasing"`, which distinguishes a displacement window from research-stage churn.

## Process
1. **Resolve incumbent** — `get_vendor_information` with `vendorName: {{incumbent_product}}` to capture `vendorId` + `productId`s.
2. **Cohort build** — `search_companies` with `technologyIds: [<productId>]` and firmographic filters from {{territory_filter}} (e.g. `countries`, `revenueMin/Max`, `employeeMin/Max`). If {{territory_filter}} specifies a specific set of install countries, add `isLocalized: true` and `technologyCountries: [...]` to the same call.
3. **Time-series verify** — `company_install_time_series` per domain with resolved `productIds: [<productId>]`, `timeRange: {{lookback_window}}`. Confirm `intensity_momentum` < -10 AND `current_intensity` down ≥20% vs first `data_points` entry.
4. **Active-buying-stage gate** — `list_intent_topics` once for {{your_product}}; `company_intent` per survivor (`limit: 200`); post-fetch filter; keep ONLY `buyers_journey: "Evaluating"` or `"Purchasing"`. This is the gate that overrides the skill's contradiction default.
5. **Context** — `company_technographic` with resolved `vendorIds` confirms incumbent still installed; `company_firmographic` for ICP; `contact_search` for {{buying_function}} senior titles (no enrichment).

## Output Format
- `# 📉 Momentum-Decline Displacement Targets`
- `## Ranked accounts` — table: rank | domain | incumbent (intensity decline %) | intent `buyers_journey` on {{your_product}}'s category | suggested contact | one-line hook
- Hook ties the incumbent decline + the active-stage intent in one sentence per [`opening-line-discipline`](https://phoenix.hginsights.com/gtm/skills/opening-line-discipline)
- Per-row citation: `[search_companies]` for cohort source, `[company_install_time_series]` for momentum, `[company_intent]` for buyers_journey, `[company_technographic]` for incumbent

## Quality Checklist
- Every row carries BOTH a verified momentum decline AND an active-buying-stage intent signal (`buyers_journey: "Evaluating"` or `"Purchasing"`) — this is the gate that overrides the skill's default contradiction-pattern flag
- Pure incumbent-decline rows (without active intent on the replacement category) are CUT as research-stage churn risk, never retained as candidates
- Citations name the exact `intensity_momentum` value and the % drop — no rounded "intent is falling" prose
- `current_intensity` direction is checked against the FIRST `data_points` entry, not an inferred baseline