Competitive Intelligence
Part of Competitive sales intelligence
Distinguishing a verified feature gap from hearsay
Define the buyer requirement and exact offer, then separate a verified feature gap from silence, a failed demo or hearsay.
A feature gap is verified only against a defined buyer requirement and offer. “I could not find it on the website” and “a buyer said it was missing” warrant investigation, not a conclusion.
Make the requirement answerable
Describe the task the buyer needs to complete, including any field, permission, volume or timing condition that changes the answer. “Has reporting” is too broad. “Can the proposed edition export approval timestamps for this workflow?” gives a provider or product owner a checkable question.
Record the offer, configuration, market and date assessed. A result from an older edition, trial account or different market stays within that scope.
Establish whether the requirement is essential to the buyer’s decision or a preference. The product difference matters in relation to that decision.
Classify the evidence
Evidence available / Safe internal status
- Current documentation expressly confirms the capability for the relevant offer and conditions
- Verified within that stated scope
- A dated response from a contact authorised to answer confirms the exact requirement and its conditions
- Verified to the extent of that response
Evidence available / Safe internal status
- Documentation is silent or a demonstration did not show the step
- Unconfirmed
- A buyer reports being unable to use it in their setup
- Buyer-reported experience; investigate that setup and offer
Evidence available / Safe internal status
- Current, applicable evidence expressly rules it out, or an authorised response confirms it is unavailable
- Verified gap for that defined scope
A failed attempt can show what happened in its environment. Before extending that finding, check permissions, edition, configuration, date and the action attempted.
Seek the narrow answer
Ask a provider or authorised product contact about the proposed offer and exact workflow. Request the conditions that would change the answer. If the response is ambiguous or does not cover the offer, leave the status unconfirmed.
In a fictional case, a buyer needs approval timestamps in an export. A public feature list mentions exports but does not name the fields. The sound note is “field availability unconfirmed for the proposed edition”. If a current, applicable provider answer later says those timestamps are unavailable in that edition, the team can record a gap for that edition only.
Keep the claim within its limit
A representative can state what has been established and what still needs checking. Avoid “They cannot do this” when the evidence covers only one edition or an old release.
The ACCC can require businesses to back up claims they make about their products or services. Put the edition and condition beside any customer-facing conclusion.
If the difference is purchase-critical and remains unconfirmed, give the buyer a specific verification step and an owner.
Key Legal & Compliance Considerations (Australia)
- ACCC Responsibility
- Businesses must substantiate product claims
- Australian Evidence Law
- Hearsay not admissible unless an exception applies
- Legal Risk
- False or misleading claims can result in penalties under Australian Consumer Law
- Best Practice
- Always link claims to specific editions, dates, and configurations
