How Didomi strengthened its position through competitor analysis and customer feedback with Diffly

“Diffly is a simple setup for a 10X ROI ! Thanks to Diffly, we not only increased our conversion rate, but we also gained a much better understanding of our competitors and how we can differentiate ourselves in complex markets. Diffly has become a key strategic partner for us. It is the single source of truth to fuel our battle cards and confirm or refute strategic, product, and positioning directions.”

Raphaël Boukris

CRO and Co-Founder of Didomi

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‍About Didomi

Founded in 2017, Didomi is a company specializing in consent and user preference management. Didomi enables businesses to manage the collection and storage of customer consents in compliance with regulations such as GDPR, while improving transparency and user trust.

With its Consent Management Platform (CMP), Didomi processes billions of consents every month worldwide. Its client portfolio includes companies like Société Générale, Decathlon, and Orange, helping them place data protection at the heart of their customer relationships. Didomi also offers a Preference Management Platform (PMP), allowing businesses to manage and personalize user preferences across different channels.

In 2021, Didomi raised $40 million in a Series B funding round, solidifying its leadership position in Europe and accelerating its expansion into the United States. Didomi is now present in 28 countries. Its platform continues to evolve to meet the growing needs of businesses in terms of compliance—a market expected to reach $2.02 billion by 2030.

In 2025, Marlin Equity Partners joined Didomi’s capital, followed by the acquisition of Addingwell, a leading Server-Side Tracking solution, and Sourcepoint, a major international competitor.

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Overcoming competition : Didomi’s strategic challenges

With a growing volume of business opportunities in both Europe and North America, Didomi faced critical challenges to maintain its competitiveness. The company needed to strengthen its position in a highly competitive market and understand why some deals were slipping away to increasingly aggressive competitors. At the start of our collaboration with Didomi, three major challenges stood out :

Improving competitiveness against rivals :

‍Didomi needed to understand why certain business opportunities were slipping through its fingers. The company wanted to ensure it was maximizing its win rate across all markets to continue leading and growing in underperforming regions. Particularly for international markets, it was crucial for Didomi to grasp the true decision-making criteria of all players in the American and European markets.

Optimizing CRM data for greater reliability :

‍Didomi’s CRM often contained incomplete information, especially regarding reasons for losses. The company needed a more effective way to capture and keep its sales data up to date.Additionally, Didomi sometimes lost existing customers without fully understanding why: lack of tracking of early warning signs, poorly centralized customer feedback, or better-adapted competitive offers. There was a need to quickly identify at-risk customers and act before it was too late, by cross-referencing CRM data and market signals for more effective retention.

Addressing a lack of resources for in-depth analysis :

‍The Product Marketing team responsible for this area at Didomi lacked the time and resources to conduct a comprehensive feedback collection process via interviews. These interviews are particularly time-consuming for the PMM team. Securing a meeting with a prospect or customer to discuss their solution is a rare commodity.

Didomi lacked the time, resources, and neutrality to conduct in-depth customer interviews. These exchanges, already difficult to organize, faced two major challenges: the language barrier (with markets spread across several countries) and the natural reluctance of interlocutors, who were often hesitant to share raw feedback directly. Without a neutral third party to gather these insights, nor the ability to conduct interviews in local languages, Didomi was missing key information to refine its positioning.

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“At Didomi, choosing Diffly was a no-brainer. In an ecosystem as competitive as ours, every decision must be data-driven and agile. We knew Diffly would quickly become indispensable for our Product Marketing and Sales teams.”

Raphaël Boukris

CRO and Co-Founder of Didomi

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Diffly, the natural partner for Didomi : How we transformed their Win-Loss Analysis strategy

Didomi chose Diffly for its ability to quickly deploy a focused win-loss program. After consultation, we began interviews by targeting specific personas relevant to their use cases. From the moment the contract was signed, we implemented technical support for Didomi to help them use our product and integrate their data sources into our platform.Three types of feedback were implemented for each business opportunity (won or lost) :

1. Understanding Why Didomi Lost to Competitors : Interviews conducted with prospects who chose a competitor to identify the decisive criteria behind their decision and the perceived weaknesses of Didomi’s solution.
2. Identifying Key Conversion Levers : Interviews with recent customers who had hesitated between Didomi and a competitor, to pinpoint the differentiating arguments or elements that ultimately won their commitment.
3. Optimizing the Sales Process : Internal questionnaires completed by the sales teams after each cycle to analyze recurring objections and concrete areas for improvement.

Didomi and Diffly jointly implemented a Competitive Intelligence program. This program aims to analyze targeted customer feedback and create effective battle cards. The action plan is as follows :

• Gathering detailed insights on competitors from feedback collected during interviews and surveys with buyers and sales teams.
• Classifying the crucial decision factors that led to Didomi winning or losing a deal.
• Identifying competitors’ strengths and weaknesses.
• Creating effective battle cards, summarizing key points to highlight in sales discussions against competitors.
• Highlighting major competitors on the platform and monitoring their activity.

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Results Achieved by Didomi Thanks to Diffly

1. Increased Conversion Rate within six months against their main competitors.
2. Strengthened Internal Collaboration : The feedback collected was first used to train sales teams. Shared across all departments, these insights became a true catalyst for the company’s overall strategy.
3. Improved Competitiveness : The battle cards developed through Diffly’s analyses enabled Didomi to better position itself against competitors, especially in international markets.
4. Time Savings for Their PMM Team : By delegating multilingual feedback collection to Diffly, the product teams were able to focus on developing their roadmap while benefiting from valuable insights.

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“Diffly allowed us to save precious time by automating competitive analysis while providing actionable insights to refine our positioning. It’s not a cost—it’s a strategic investment: with Diffly, we turn raw data into concrete competitive advantages. An indispensable partner for our growth.”

Raphaël Boukris

CRO and Co-Founder of Didomi

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Conclusion

By adopting Diffly’s Win-Loss Analysis program, Didomi was able to strengthen its competitiveness in key markets such as the United States and Europe. The program continues to deliver critical insights, enabling Didomi to remain agile and competitive in an ever-evolving market.