Adoption
A company starts using a tool: a new vendor record, subdomain, tenant or script.
Methodology · 75+ signals
How we know who's switching. Collected, matched, verified, dated.
Technographic data is the record of which software a company uses. Incumbently's agents watch 75+ public signals across 1,500+ tools, then match, verify and date each one, so you see adoptions and drops the week they happen.
Technographics, explained
What a company runs. And when that changes.
Technographic data tells you which software a company uses: its CRM, help desk, data warehouse, identity provider and hundreds more. Sales teams use it to find every customer of the competitor they sell against.
Most technographics stop at a list of installs, read from website code. Incumbently also watches the back end, where tools like Okta, AWS and Snowflake leave their traces, and records the date each tool shows up or goes away.
That date is the buying signal. A company that dropped your competitor last week is a call to make today.
The pipeline
Five steps for every signal.
- 01Collect
Agents read public signals around the clock: domain records, subdomains, certificates, website code, job posts, hires and news.
- 02Match
Each signal is matched to one of 1,500+ software products, using the vendor fingerprints it leaves behind.
- 03Verify
A signal only counts when it holds up. One-off noise and look-alikes are filtered out before anything reaches you.
- 04Date
Every adoption and drop gets the date it was first seen, so you know who is moving now.
- 05Deliver
Changes land in the dashboard, your assistant, the API and your alerts at the pace your plan sets.
Every signal
78 signals, 11 families.
Hover a cube to see what each signal catches. The agents scan all of them, all the time.
MX recordsDomain names
Microsoft 365 behind MimecastShows adoptionDomain names 9
Subdomains and tenants 7
Certificates 4
Website and app 12
Hiring 8
People 6
Company news 7
Vendors and partners 7
Public records 6
Code and infrastructure 8
Incumbent events 4
What a change is
Four kinds of signal.
Switch
A company moves between rivals, such as nameservers or a help center moving to a new vendor.
Removal
A tool goes away: records deleted, a tenant goes dark, a script disappears.
Timing
Hints that a change is coming, like DNS settings cut short before a cutover or job posts that name a new tool.
1,500+Software tools tracked
78Signals watched
24/7Agents running
Questions
Technographics, answered.
Technographic data is a record of which software a company uses, such as its CRM, help desk, data warehouse or identity provider. Incumbently adds when each tool was adopted or dropped, which turns a static list into buying signals.
Firmographics describe the company: size, industry, country and revenue. Technographics describe its software. Incumbently gives you both, so you can filter companies using a tool by size, industry and country.
Intent data infers interest from what people read online. Technographic changes are observed in a company's own infrastructure, website and hiring, so they show what a company actually did.
Agents run 24/7. Pro and Max see changes as they happen, and every change carries the date it was first seen.
1,500+ business software products across categories like CRM, help desks, observability, data warehouses, identity, AI and developer tools. We focus on the software sales teams sell against, not every website widget.
Each change is labelled with the type of signal behind it, such as DNS records, website code or job posts.
Your turn
See it on your market.
Track the tool you sell against and watch the adoptions and drops come in. Start free, no card needed.