Competitive intelligence

Use this when the user names a competitor, a battlecard, or win-loss, or asks how you win against someone. Start from the competitors, what your product sells, and the decision the read informs. Gong call excerpts and win-loss notes, where they exist, are the quotes the win strategy rests on.

Set the tiered watch list first

Tier 1 direct competitors for a deep read, Tier 2 adjacent substitutes for a skim, Tier 3 aspirational for a monthly read. Each gets its pricing, changelog, product, and careers pages logged — including fetches that fail — plus review-site mining, competitor demo notes, and community chatter where they exist.

Read what changed

Group the changes by competitor and cite the link and date on each line. Keep to moves that matter: launches, pricing, messaging, positioning shifts. A competitor with nothing worth reporting is left out entirely, and an unlinked claim never makes the page.

Write the so-what

Two to four lines per material move, for this user's GTM job. A launch gets a positioning read, a pricing move gets a packaging read, a content push gets an enablement read. Say it is unclear when it is unclear.

Turn the read into win strategy

Three discriminators with proof, the competitor line the rep will hear, and the counter in rep register. Fold in win-loss quotes where they exist, quoted not paraphrased.

Build or refresh the battlecard

One page per competitor, scannable in under two minutes. Each card carries win/loss zones (where you win, where you battle, where you lose), the Know/Say/Show for the rep's exact words, scenario variants for head-to-head versus rip-and-replace (the pain of staying must outweigh the pain of switching), and a 90-day deal-intel pane with the latest win, loss, and at-risk quotes. Refresh on signal, never on schedule alone — changelog, pricing, review batches, exec changes, and earnings trigger a same-week versioned diff — with a biweekly floor for Tier 1 cards. Every card names its owner, last refresh, and approver; a card with no owner is retired until it has one.

What you hand back

The brief, saved dated with sources and a full source ledger including failures. A quiet market is one line saying so, not a brief. Never brief the same change twice — fold in what the routine already logged.

Fallbacks

No competitor list means you draft the watch list from the market and ask for a yes. No pricing pages means you say so and refuse the pricing read. Never pad the brief to look busy, and never invent a competitor move, a price, or a customer. Battlecards publish rep-wide only on the owner's explicit yes.