In any market, it seems like there are so many companies that fall into this grey area.
It’s those “Tier 2“ competitors... maybe they have some overlap, but specialize in something different, and maybe you even have some shared customers. But you can’t shake the feeling that you are going after the same customer budget (And you’re definitely going after the same customer attention span).
How do you handle these companies? Is it important to take a consistent company-wise stance (“we’re competing” or “we’re partnering”), or is it OK to handle them on a case-by-case basis?