Build competitive intelligence briefs following the CI cycle — Plan, Collect, Analyze, Disseminate. Profile competitors, create feature comparison matrices, analyze pricing, build positioning maps, and identify win/loss patterns. Use when preparing for product launches, sales enablement, or strategic reviews.
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For each competitor, build a profile:
| Feature | Us | Competitor A | Competitor B | Competitor C |
|---|---|---|---|---|
| Feature 1 | ✅ | ✅ | ❌ | ✅ |
| Feature 2 | ✅ | ❌ | ✅ | ❌ |
| Pricing | $$$ | $$ | $$$$ | $ |
Plot competitors on a 2×2 perceptual map using two key dimensions:
| Scenario | We Won | We Lost | Pattern |
|---|---|---|---|
| vs Competitor A | 60% | 40% | We win on features, lose on price |
| vs Competitor B | 45% | 55% | They win on brand, we win on support |
For each competitor, define:
| Input | Required | Format |
|---|---|---|
| Competitor list | Yes | Names and categories |
| Dimensions to track | Yes | List of comparison areas |
| Internal product data | Yes | Features, pricing, positioning |
| Win/loss data | Recommended | Deal outcomes by competitor |
## Competitive Intelligence Brief — [Market] — [Period]
### Competitor Profiles
[Summary per competitor]
### Feature Comparison Matrix
[Table with feature-by-feature comparison]
### Positioning Map
Enterprise │ Competitor B
│ ★ US
│
───────────┼────────────────────
│ Competitor C
Basic │ Competitor A
└──Low Price──High Price──
### Win/Loss Summary
[Table with win rates and patterns]
### Battle Cards
[Per-competitor: positioning, talking points, counter-strategies]
### Early Warning Signals
1. Competitor A raised Series C — expect aggressive expansion
2. Competitor B hired ex-Google VP Product — product pivot likely
Build a competitive intelligence brief for our project management SaaS.
Direct competitors: Monday.com, Asana, ClickUp.
Indirect: Notion, Linear.
Compare on: features, pricing, target market, integrations.
Include battle cards for sales team.
| Check | Question |
|---|---|
| Correctness | Do referenced frameworks and standards match their official definitions? |
| Completeness | Are all key concepts covered without significant gaps for the stated audience? |
| Context-fit | Would this be useful for someone new to this domain, or is it too advanced/too basic? |
| Consequence | If a stakeholder acted on this immediately, what could they misinterpret? |
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