Technical sales is no longer about just being better—it's about the power to displace. The Displacement Doctrine is a framework for delivering value so profound it forces customers to reconsider their entire technology stack. This is the blueprint for architecting a "Liberation" sale: proving that staying with the status quo is a greater risk than moving forward.
Table of Contents
Preface: The Patterns in the Noise
How patterns of displacement emerged from the field.
Chapter 1: The Era of Displacement
Why your competitor is no longer nothing, but good enough.
Chapter 2: Intelligence as Insight
Why timing is physics in displacement sales.
Chapter 3: The Wedge Strategy
Piercing the perimeter with high-value entry points.
Chapter 4: Mapping the Terrain
Navigating the organizational chart of a displacement deal.
Chapter 5: Technical De-Risking
How to be a risk mitigator in high-stakes migrations.
Chapter 6: The Liberation Squad
The high-velocity unit assigned to must-win accounts.
Chapter 7: The Economics of Displacement
Shifting the focus from infrastructure cost to unit economics.
Chapter 8: Measurement & Incentives
Why you can't pay hunters with a farmer's package.
Appendix B: Anatomy of a Win
A real-world story of displacement in action.
Appendix: The Field Kit
Tactical scripts, templates, and playbooks for execution.