Hiring leads the announcement by two quarters
A company that is about to sell to bigger customers hires the people who can do it first. The pricing page, the case studies and the compliance badges follow months later, once there is someone to sell.
By the time the strategy is visible on the homepage, the decision is a year old. The careers page had it the week it was made.
Count the shape, not the number
Headcount on its own says very little. The share of open roles that are engineering against sales says what the next two quarters are for.
A team that was two-thirds engineers and is now two-thirds sellers has finished building something and started trying to sell it.
What you do with it
You do not match their hiring. You look at where the people are pointed and decide whether that is a segment you intend to defend.
The answer is often no, and knowing that early is worth as much as knowing yes.
Pick one competitor. See what we find.
Your first benchmark is free. One domain, measured against you, no card and no call.