“GetWhys helps us deeply understand
our own customers, as well as our competitors ’ customers.”
Docusign is a global leader in e-signature and intelligent agreement management technology, trusted by over 1.7 million customers and over 1 billion people to handle life’s most important transactions. The company’s reputation for security, trust, and positive customer experiences is well-earned, and its competitive strategy team plays a pivotal role in ensuring Docusign remains at the forefront of a rapidly evolving B2B SaaS landscape.
As the market leader, Docusign faces a unique challenge: maintaining its customer-centric DNA while keeping pace with a growing field of competitors and ever-changing customer expectations. Keith Hamrick, who leads Docusign’s Competitive Strategy Team, describes the environment as “a rapidly changing B2B SaaS world where decisions made from competitive intelligence are big, and the pace needs to be really quick.”
For Docusign, GetWhys became the solution that enabled the team to operate at both the “five-foot level” (supporting deals and product teams) and the “50,000-foot level” (synthesizing market patterns and trends). The platform’s unique combination of a proprietary database of real customer interviews and on-demand research at no extra cost allowed Docusign to deepen its understanding of both its own customers and those of competing solutions.
“What we love about GetWhys is that it helps us deeply understand our own customers and also the customers of other solutions. That way, we can be at the top of our own game and also at the top of the game in general.”
With GetWhys, original primary research that once took months is completed in less than a week, enabling the team to respond to market shifts and competitive moves with agility. By offloading the heavy lift of data gathering and synthesis, Keith’s team could focus on shaping strategic narratives and driving high-impact decisions across product marketing, sales enablement, and executive leadership.
GetWhys delivers several key advantages for Docusign’s competitive strategy team:
“AI can scan datasets, but it isn’t always tuned or refined enough to give 100% correct answers. Hallucinations and misinterpretations happen, so human experts are more important than ever to validate and guide the process.”
By understanding not just their own customers, but also the frustrations and successes of competitors’ customers, Docusign is building, marketing, and selling at the highest level—ensuring they don’t just maintain, but extend, their market leadership.
The impact has been significant. What once took a quarter now takes less than a week, allowing Docusign to keep pace with the market and make timely, data-driven decisions. The competitive strategy team spends less time on tactical data wrangling and more time on high-value strategic work—supporting product launches, pricing, and go-to-market moves. Most importantly, GetWhys has become a compass for the team, ensuring that every decision is grounded in real customer context, not just assumptions or surface-level data.
For Docusign, GetWhys is more than insights software—it’s a strategic partner in their mission to keep the customer at the heart of every decision. As the market continues to evolve, Docusign’s commitment to innovation and customer-centricity, powered by GetWhys, will remain central to their continued leadership and impact.