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Turn public competitor evidence into a sales-ready competitive brief. — Claude Skill
A Claude Skill for Claude Code by Anthropic✓ — run /competitive-intelligence in Claude·Updated Jun 14, 2026·vmain@da04ccb
Researches competitor positioning, pricing, releases, reviews, and deal notes, then turns the evidence into a comparison matrix, talk tracks, landmine questions, and source gaps.
- Builds a competitor profile from public pages, pricing, reviews, release notes, and internal deal evidence.
- Separates where your team wins, where the competitor wins, and where evidence is still missing.
- Creates sales talk tracks, objection handling, and discovery questions that can be used in calls.
- Keeps source links and confidence visible so teams do not treat guesses as facts.
YouToday
A seller reads scattered web pages and enters a competitive call with vague claims.
With /competitive-intelligence
Run /competitive-intelligence to turn competitor evidence into a source-backed comparison, talk tracks, and questions.
1 Name the competitor and buyer context2 Paste public and internal evidence3 Review the matrix and claims4 Use the talk track in the deal
Who this is for
What it does
Deal preparation
Prepare a rep for a call where the buyer is comparing named competitors.
Market review
Summarize a competitor's current pricing, positioning, and product narrative.
Battlecard refresh
Update a battlecard after competitor releases, reviews, or pricing changes.
How it works
1
Collect the competitor name, target segment, sales motion, public sources, and any internal win/loss evidence.
2
Compare positioning, pricing, product strengths, integrations, proof points, and recent changes.
3
Create a matrix that shows differences a seller can explain quickly.
4
Write battlecard-style talk tracks, landmine questions, and customer-safe claims.
5
Flag stale, weak, or missing evidence that needs product marketing or sales ops review.
Input options
Competitor and segment
The named competitor, buyer type, region, and sales situation.
Example
What the user pastes
We sell onboarding software to mid-market SaaS companies. Competitor: LearnPro. Buyer: VP Customer Success at a 500-person SaaS company. Public sources: - LearnPro pricing page says Pro is $18/user/month and Enterprise is custom. - G2 reviews mention fast templates but weak reporting. - Release notes show a new AI setup assistant last month. Internal notes: - We won 6 deals where reporting depth mattered. - We lost 3 deals on implementation speed. Need: comparison matrix, where we win, where they win, discovery questions, and claims we should not make.
Useful result
How it reads the evidence
The buyer likely cares about fast onboarding and measurable customer outcomes. LearnPro has a visible speed story. Your strongest defensible angle is reporting depth and customer-success governance, not a generic claim that you are better.
Comparison matrix
| Area | AcmeLearn | LearnPro | Sales use | |---|---|---|---| | Setup speed | Strong with guided services, less self-serve proof | Strong public template story and AI assistant | Ask whether buyer values self-serve speed or governed rollout | | Reporting | Strong internal win evidence from 6 deals | Reviews mention weak reporting | Lead with executive visibility and CS operating metrics | | Pricing | Need quote | Public Pro price, Enterprise custom | Avoid claiming cheaper unless pricing is validated | | Recent changes | No source supplied | AI setup assistant released last month | Prepare response to AI setup question |
Where we win
Win on reporting depth, executive dashboards, and customer-success operating cadence. Use proof from the six won deals, but quote only approved customer references or anonymized patterns.
Where they may win
LearnPro may win when the buyer prioritizes self-serve launch speed and template breadth. Do not dismiss this. Instead ask how they will measure onboarding success after setup is complete.
Discovery questions
1. Who needs to see whether onboarding is working after launch? 2. What reports do executives ask for today? 3. Is the bigger risk slow setup, or launching quickly without visibility? 4. How will you compare implementation speed against long-term CS reporting needs?
Evidence gaps
Validate current LearnPro Enterprise packaging, collect approved AcmeLearn implementation-time proof, and ask Product Marketing whether the AI setup assistant changes the official positioning.
Metrics this improves
Battlecard Freshness
Keeps competitive claims tied to current source evidence.
SalesCompetitive Win Rate
Improves competitive deal preparation and messaging quality.
SalesWorks with
Want to use Competitive Intelligence?
Choose how to get started.
Run in Claude Code
Free. Open source.
Install and run this skill locally on your computer.
1
Install Claude Code
Open a terminal on your computer and paste this command:
2
Install the skill
This downloads the skill with all its files to your computer:
Add -g at the end to make it available in all your projects.
3
View source on GitHub Run it
Start Claude Code, then type the command:
then
Competitive Intelligence
Research your competitors extensively and generate an interactive HTML battlecard you can use in deals. The output is a self-contained artifact with clickable competitor tabs and an overall comparison matrix.
How It Works
┌─────────────────────────────────────────────────────────────────┐
│ COMPETITIVE INTELLIGENCE │
├─────────────────────────────────────────────────────────────────┤
│ ALWAYS (works standalone via web search) │
│ ✓ Competitor product deep-dive: features, pricing, positioning │
│ ✓ Recent releases: what they've shipped in last 90 days │
│ ✓ Your company releases: what you've shipped to counter │
│ ✓ Differentiation matrix: where you win vs. where they win │
│ ✓ Sales talk tracks: how to position against each competitor │
│ ✓ Landmine questions: expose their weaknesses naturally │
├─────────────────────────────────────────────────────────────────┤
│ OUTPUT: Interactive HTML Battlecard │
│ ✓ Comparison matrix overview │
│ ✓ Clickable tabs for each competitor │
│ ✓ Dark theme, professional styling │
│ ✓ Self-contained HTML file — share or host anywhere │
├─────────────────────────────────────────────────────────────────┤
│ SUPERCHARGED (when you connect your tools) │
│ + CRM: Win/loss data, competitor mentions in closed deals │
│ + Docs: Existing battlecards, competitive playbooks │
│ + Chat: Internal intel, field reports from colleagues │
│ + Transcripts: Competitor mentions in customer calls │
└─────────────────────────────────────────────────────────────────┘
Getting Started
When you run this skill, I'll ask for context:
Required:
- What company do you work for? (or I'll detect from your email)
- Who are your main competitors? (1-5 names)
Optional:
- Which competitor do you want to focus on first?
- Any specific deals where you're competing against them?
- Pain points you've heard from customers about competitors?
If I already have your seller context from a previous session, I'll confirm and skip the questions.
Connectors (Optional)
| Connector | What It Adds |
|---|---|
| CRM | Win/loss history against each competitor, deal-level competitor tracking |
| Docs | Existing battlecards, product comparison docs, competitive playbooks |
| Chat | Internal chat intel (e.g. Slack) — what your team is hearing from the field |
| Transcripts | Competitor mentions in customer calls, objections raised |
No connectors? Web research works great. I'll pull everything from public sources — product pages, pricing, blogs, release notes, reviews, job postings.
Output: Interactive HTML Battlecard
The skill generates a self-contained HTML file with:
1. Comparison Matrix (Landing View)
Overview comparing you vs. all competitors at a glance:
- Feature comparison grid
- Pricing comparison
- Market positioning
- Win rate indicators (if CRM connected)
2. Competitor Tabs (Click to Expand)
Each competitor gets a clickable card that expands to show:
- Company profile (size, funding, target market)
- What they sell and how they position
- Recent releases (last 90 days)
- Where they win vs. where you win
- Pricing intelligence
- Talk tracks for different scenarios
- Objection handling
- Landmine questions
3. Your Company Card
- Your releases (last 90 days)
- Your key differentiators
- Proof points and customer quotes
HTML Structure
<!DOCTYPE html>
<html>
<head>
<title>Battlecard: [Your Company] vs Competitors</title>
<style>
/* Dark theme, professional styling */
/* Tabbed navigation */
/* Expandable cards */
/* Responsive design */
</style>
</head>
<body>
<!-- Header with your company + date -->
<header>
<h1>[Your Company] Competitive Battlecard</h1>
<p>Generated: [Date] | Competitors: [List]</p>
</header>
<!-- Tab Navigation -->
<nav class="tabs">
<button class="tab active" data-tab="matrix">Comparison Matrix</button>
<button class="tab" data-tab="competitor-1">[Competitor 1]</button>
<button class="tab" data-tab="competitor-2">[Competitor 2]</button>
<button class="tab" data-tab="competitor-3">[Competitor 3]</button>
</nav>
<!-- Comparison Matrix Tab -->
<section id="matrix" class="tab-content active">
<h2>Head-to-Head Comparison</h2>
<table class="comparison-matrix">
<!-- Feature rows with you vs each competitor -->
</table>
<h2>Quick Win/Loss Guide</h2>
<div class="win-loss-grid">
<!-- Per-competitor: when you win, when you lose -->
</div>
</section>
<!-- Individual Competitor Tabs -->
<section id="competitor-1" class="tab-content">
<div class="battlecard">
<div class="profile"><!-- Company info --></div>
<div class="differentiation"><!-- Where they win / you win --></div>
<div class="talk-tracks"><!-- Scenario-based positioning --></div>
<div class="objections"><!-- Common objections + responses --></div>
<div class="landmines"><!-- Questions to ask --></div>
</div>
</section>
<script>
// Tab switching logic
// Expand/collapse sections
</script>
</body>
</html>
Visual Design
Color System
:root {
/* Dark theme base */
--bg-primary: #0a0d14;
--bg-elevated: #0f131c;
--bg-surface: #161b28;
--bg-hover: #1e2536;
/* Text */
--text-primary: #ffffff;
--text-secondary: rgba(255, 255, 255, 0.7);
--text-muted: rgba(255, 255, 255, 0.5);
/* Accent (your brand or neutral) */
--accent: #3b82f6;
--accent-hover: #2563eb;
/* Status indicators */
--you-win: #10b981;
--they-win: #ef4444;
--tie: #f59e0b;
}
Card Design
- Rounded corners (12px)
- Subtle borders (1px, low opacity)
- Hover states with slight elevation
- Smooth transitions (200ms)
Comparison Matrix
- Sticky header row
- Color-coded winner indicators (green = you, red = them, yellow = tie)
- Expandable rows for detail
Execution Flow
Phase 1: Gather Seller Context
If first time:
1. Ask: "What company do you work for?"
2. Ask: "What do you sell? (product/service in one line)"
3. Ask: "Who are your main competitors? (up to 5)"
4. Store context for future sessions
If returning user:
1. Confirm: "Still at [Company] selling [Product]?"
2. Ask: "Same competitors, or any new ones to add?"
Phase 2: Research Your Company (Always)
Web searches:
1. "[Your company] product" — current offerings
2. "[Your company] pricing" — pricing model
3. "[Your company] news" — recent announcements (90 days)
4. "[Your company] product updates OR changelog OR releases" — what you've shipped
5. "[Your company] vs [competitor]" — existing comparisons
Phase 3: Research Each Competitor (Always)
For each competitor, run:
1. "[Competitor] product features" — what they offer
2. "[Competitor] pricing" — how they charge
3. "[Competitor] news" — recent announcements
4. "[Competitor] product updates OR changelog OR releases" — what they've shipped
5. "[Competitor] reviews G2 OR Capterra OR TrustRadius" — customer sentiment
6. "[Competitor] vs [alternatives]" — how they position
7. "[Competitor] customers" — who uses them
8. "[Competitor] careers" — hiring signals (growth areas)
Phase 4: Pull Connected Sources (If Available)
If CRM connected:
1. Query closed-won deals with competitor field = [Competitor]
2. Query closed-lost deals with competitor field = [Competitor]
3. Extract win/loss patterns
If docs connected:
1. Search for "battlecard [competitor]"
2. Search for "competitive [competitor]"
3. Pull existing positioning docs
If chat connected:
1. Search for "[Competitor]" mentions (last 90 days)
2. Extract field intel and colleague insights
If transcripts connected:
1. Search calls for "[Competitor]" mentions
2. Extract objections and customer quotes
Phase 5: Build HTML Artifact
1. Structure data for each competitor
2. Build comparison matrix
3. Generate individual battlecards
4. Create talk tracks for each scenario
5. Compile landmine questions
6. Render as self-contained HTML
7. Save as [YourCompany]-battlecard-[date].html
Data Structure Per Competitor
competitor:
name: "[Name]"
website: "[URL]"
profile:
founded: "[Year]"
funding: "[Stage + amount]"
employees: "[Count]"
target_market: "[Who they sell to]"
pricing_model: "[Per seat / usage / etc.]"
market_position: "[Leader / Challenger / Niche]"
what_they_sell: "[Product summary]"
their_positioning: "[How they describe themselves]"
recent_releases:
- date: "[Date]"
release: "[Feature/Product]"
impact: "[Why it matters]"
where_they_win:
- area: "[Area]"
advantage: "[Their strength]"
how_to_handle: "[Your counter]"
where_you_win:
- area: "[Area]"
advantage: "[Your strength]"
proof_point: "[Evidence]"
pricing:
model: "[How they charge]"
entry_price: "[Starting price]"
enterprise: "[Enterprise pricing]"
hidden_costs: "[Implementation, etc.]"
talk_track: "[How to discuss pricing]"
talk_tracks:
early_mention: "[Strategy if they come up early]"
displacement: "[Strategy if customer uses them]"
late_addition: "[Strategy if added late to eval]"
objections:
- objection: "[What customer says]"
response: "[How to handle]"
landmines:
- "[Question that exposes their weakness]"
win_loss: # If CRM connected
win_rate: "[X]%"
common_win_factors: "[What predicts wins]"
common_loss_factors: "[What predicts losses]"
Delivery
## ✓ Battlecard Created
[View your battlecard](file:///path/to/[YourCompany]-battlecard-[date].html)
---
**Summary**
- **Your Company**: [Name]
- **Competitors Analyzed**: [List]
- **Data Sources**: Web research [+ CRM] [+ Docs] [+ Transcripts]
---
**How to Use**
- **Before a call**: Open the relevant competitor tab, review talk tracks
- **During a call**: Reference landmine questions
- **After win/loss**: Update with new intel
---
**Sharing Options**
- **Local file**: Open in any browser
- **Host it**: Upload to Netlify, Vercel, or internal wiki
- **Share directly**: Send the HTML file to teammates
---
**Keep it Fresh**
Run this skill again to refresh with latest intel. Recommended: monthly or before major deals.
Refresh Cadence
Competitive intel gets stale. Recommended refresh:
| Trigger | Action |
|---|---|
| Monthly | Quick refresh — new releases, news, pricing changes |
| Before major deal | Deep refresh for specific competitor in that deal |
| After win/loss | Update patterns with new data |
| Competitor announcement | Immediate update on that competitor |
Tips for Better Intel
- Be honest about weaknesses — Credibility comes from acknowledging where competitors are strong
- Focus on outcomes, not features — "They have X feature" matters less than "customers achieve Y result"
- Update from the field — Best intel comes from actual customer conversations, not just websites
- Plant landmines, don't badmouth — Ask questions that expose weaknesses; never trash-talk
- Track releases religiously — What they ship tells you their strategy and your opportunity
Related Skills
- account-research — Research a specific prospect before reaching out
- call-prep — Prep for a call where you know competitor is involved
- create-an-asset — Build a custom comparison page for a specific deal
Reference documents
name: competitive-intelligence description: Research your competitors and build an interactive battlecard. Outputs an HTML artifact with clickable competitor cards and a comparison matrix. Trigger with "competitive intel", "research competitors", "how do we compare to [competitor]", "battlecard for [competitor]", or "what's new with [competitor]".
Competitive Intelligence
Research your competitors extensively and generate an interactive HTML battlecard you can use in deals. The output is a self-contained artifact with clickable competitor tabs and an overall comparison matrix.
How It Works
┌─────────────────────────────────────────────────────────────────┐
│ COMPETITIVE INTELLIGENCE │
├─────────────────────────────────────────────────────────────────┤
│ ALWAYS (works standalone via web search) │
│ ✓ Competitor product deep-dive: features, pricing, positioning │
│ ✓ Recent releases: what they've shipped in last 90 days │
│ ✓ Your company releases: what you've shipped to counter │
│ ✓ Differentiation matrix: where you win vs. where they win │
│ ✓ Sales talk tracks: how to position against each competitor │
│ ✓ Landmine questions: expose their weaknesses naturally │
├─────────────────────────────────────────────────────────────────┤
│ OUTPUT: Interactive HTML Battlecard │
│ ✓ Comparison matrix overview │
│ ✓ Clickable tabs for each competitor │
│ ✓ Dark theme, professional styling │
│ ✓ Self-contained HTML file — share or host anywhere │
├─────────────────────────────────────────────────────────────────┤
│ SUPERCHARGED (when you connect your tools) │
│ + CRM: Win/loss data, competitor mentions in closed deals │
│ + Docs: Existing battlecards, competitive playbooks │
│ + Chat: Internal intel, field reports from colleagues │
│ + Transcripts: Competitor mentions in customer calls │
└─────────────────────────────────────────────────────────────────┘
Getting Started
When you run this skill, I'll ask for context:
Required:
- What company do you work for? (or I'll detect from your email)
- Who are your main competitors? (1-5 names)
Optional:
- Which competitor do you want to focus on first?
- Any specific deals where you're competing against them?
- Pain points you've heard from customers about competitors?
If I already have your seller context from a previous session, I'll confirm and skip the questions.
Connectors (Optional)
| Connector | What It Adds |
|---|---|
| CRM | Win/loss history against each competitor, deal-level competitor tracking |
| Docs | Existing battlecards, product comparison docs, competitive playbooks |
| Chat | Internal chat intel (e.g. Slack) — what your team is hearing from the field |
| Transcripts | Competitor mentions in customer calls, objections raised |
No connectors? Web research works great. I'll pull everything from public sources — product pages, pricing, blogs, release notes, reviews, job postings.
Output: Interactive HTML Battlecard
The skill generates a self-contained HTML file with:
1. Comparison Matrix (Landing View)
Overview comparing you vs. all competitors at a glance:
- Feature comparison grid
- Pricing comparison
- Market positioning
- Win rate indicators (if CRM connected)
2. Competitor Tabs (Click to Expand)
Each competitor gets a clickable card that expands to show:
- Company profile (size, funding, target market)
- What they sell and how they position
- Recent releases (last 90 days)
- Where they win vs. where you win
- Pricing intelligence
- Talk tracks for different scenarios
- Objection handling
- Landmine questions
3. Your Company Card
- Your releases (last 90 days)
- Your key differentiators
- Proof points and customer quotes
HTML Structure
<!DOCTYPE html>
<html>
<head>
<title>Battlecard: [Your Company] vs Competitors</title>
<style>
/* Dark theme, professional styling */
/* Tabbed navigation */
/* Expandable cards */
/* Responsive design */
</style>
</head>
<body>
<!-- Header with your company + date -->
<header>
<h1>[Your Company] Competitive Battlecard</h1>
<p>Generated: [Date] | Competitors: [List]</p>
</header>
<!-- Tab Navigation -->
<nav class="tabs">
<button class="tab active" data-tab="matrix">Comparison Matrix</button>
<button class="tab" data-tab="competitor-1">[Competitor 1]</button>
<button class="tab" data-tab="competitor-2">[Competitor 2]</button>
<button class="tab" data-tab="competitor-3">[Competitor 3]</button>
</nav>
<!-- Comparison Matrix Tab -->
<section id="matrix" class="tab-content active">
<h2>Head-to-Head Comparison</h2>
<table class="comparison-matrix">
<!-- Feature rows with you vs each competitor -->
</table>
<h2>Quick Win/Loss Guide</h2>
<div class="win-loss-grid">
<!-- Per-competitor: when you win, when you lose -->
</div>
</section>
<!-- Individual Competitor Tabs -->
<section id="competitor-1" class="tab-content">
<div class="battlecard">
<div class="profile"><!-- Company info --></div>
<div class="differentiation"><!-- Where they win / you win --></div>
<div class="talk-tracks"><!-- Scenario-based positioning --></div>
<div class="objections"><!-- Common objections + responses --></div>
<div class="landmines"><!-- Questions to ask --></div>
</div>
</section>
<script>
// Tab switching logic
// Expand/collapse sections
</script>
</body>
</html>
Visual Design
Color System
:root {
/* Dark theme base */
--bg-primary: #0a0d14;
--bg-elevated: #0f131c;
--bg-surface: #161b28;
--bg-hover: #1e2536;
/* Text */
--text-primary: #ffffff;
--text-secondary: rgba(255, 255, 255, 0.7);
--text-muted: rgba(255, 255, 255, 0.5);
/* Accent (your brand or neutral) */
--accent: #3b82f6;
--accent-hover: #2563eb;
/* Status indicators */
--you-win: #10b981;
--they-win: #ef4444;
--tie: #f59e0b;
}
Card Design
- Rounded corners (12px)
- Subtle borders (1px, low opacity)
- Hover states with slight elevation
- Smooth transitions (200ms)
Comparison Matrix
- Sticky header row
- Color-coded winner indicators (green = you, red = them, yellow = tie)
- Expandable rows for detail
Execution Flow
Phase 1: Gather Seller Context
If first time:
1. Ask: "What company do you work for?"
2. Ask: "What do you sell? (product/service in one line)"
3. Ask: "Who are your main competitors? (up to 5)"
4. Store context for future sessions
If returning user:
1. Confirm: "Still at [Company] selling [Product]?"
2. Ask: "Same competitors, or any new ones to add?"
Phase 2: Research Your Company (Always)
Web searches:
1. "[Your company] product" — current offerings
2. "[Your company] pricing" — pricing model
3. "[Your company] news" — recent announcements (90 days)
4. "[Your company] product updates OR changelog OR releases" — what you've shipped
5. "[Your company] vs [competitor]" — existing comparisons
Phase 3: Research Each Competitor (Always)
For each competitor, run:
1. "[Competitor] product features" — what they offer
2. "[Competitor] pricing" — how they charge
3. "[Competitor] news" — recent announcements
4. "[Competitor] product updates OR changelog OR releases" — what they've shipped
5. "[Competitor] reviews G2 OR Capterra OR TrustRadius" — customer sentiment
6. "[Competitor] vs [alternatives]" — how they position
7. "[Competitor] customers" — who uses them
8. "[Competitor] careers" — hiring signals (growth areas)
Phase 4: Pull Connected Sources (If Available)
If CRM connected:
1. Query closed-won deals with competitor field = [Competitor]
2. Query closed-lost deals with competitor field = [Competitor]
3. Extract win/loss patterns
If docs connected:
1. Search for "battlecard [competitor]"
2. Search for "competitive [competitor]"
3. Pull existing positioning docs
If chat connected:
1. Search for "[Competitor]" mentions (last 90 days)
2. Extract field intel and colleague insights
If transcripts connected:
1. Search calls for "[Competitor]" mentions
2. Extract objections and customer quotes
Phase 5: Build HTML Artifact
1. Structure data for each competitor
2. Build comparison matrix
3. Generate individual battlecards
4. Create talk tracks for each scenario
5. Compile landmine questions
6. Render as self-contained HTML
7. Save as [YourCompany]-battlecard-[date].html
Data Structure Per Competitor
competitor:
name: "[Name]"
website: "[URL]"
profile:
founded: "[Year]"
funding: "[Stage + amount]"
employees: "[Count]"
target_market: "[Who they sell to]"
pricing_model: "[Per seat / usage / etc.]"
market_position: "[Leader / Challenger / Niche]"
what_they_sell: "[Product summary]"
their_positioning: "[How they describe themselves]"
recent_releases:
- date: "[Date]"
release: "[Feature/Product]"
impact: "[Why it matters]"
where_they_win:
- area: "[Area]"
advantage: "[Their strength]"
how_to_handle: "[Your counter]"
where_you_win:
- area: "[Area]"
advantage: "[Your strength]"
proof_point: "[Evidence]"
pricing:
model: "[How they charge]"
entry_price: "[Starting price]"
enterprise: "[Enterprise pricing]"
hidden_costs: "[Implementation, etc.]"
talk_track: "[How to discuss pricing]"
talk_tracks:
early_mention: "[Strategy if they come up early]"
displacement: "[Strategy if customer uses them]"
late_addition: "[Strategy if added late to eval]"
objections:
- objection: "[What customer says]"
response: "[How to handle]"
landmines:
- "[Question that exposes their weakness]"
win_loss: # If CRM connected
win_rate: "[X]%"
common_win_factors: "[What predicts wins]"
common_loss_factors: "[What predicts losses]"
Delivery
## ✓ Battlecard Created
[View your battlecard](file:///path/to/[YourCompany]-battlecard-[date].html)
---
**Summary**
- **Your Company**: [Name]
- **Competitors Analyzed**: [List]
- **Data Sources**: Web research [+ CRM] [+ Docs] [+ Transcripts]
---
**How to Use**
- **Before a call**: Open the relevant competitor tab, review talk tracks
- **During a call**: Reference landmine questions
- **After win/loss**: Update with new intel
---
**Sharing Options**
- **Local file**: Open in any browser
- **Host it**: Upload to Netlify, Vercel, or internal wiki
- **Share directly**: Send the HTML file to teammates
---
**Keep it Fresh**
Run this skill again to refresh with latest intel. Recommended: monthly or before major deals.
Refresh Cadence
Competitive intel gets stale. Recommended refresh:
| Trigger | Action |
|---|---|
| Monthly | Quick refresh — new releases, news, pricing changes |
| Before major deal | Deep refresh for specific competitor in that deal |
| After win/loss | Update patterns with new data |
| Competitor announcement | Immediate update on that competitor |
Tips for Better Intel
- Be honest about weaknesses — Credibility comes from acknowledging where competitors are strong
- Focus on outcomes, not features — "They have X feature" matters less than "customers achieve Y result"
- Update from the field — Best intel comes from actual customer conversations, not just websites
- Plant landmines, don't badmouth — Ask questions that expose weaknesses; never trash-talk
- Track releases religiously — What they ship tells you their strategy and your opportunity
Related Skills
- account-research — Research a specific prospect before reaching out
- call-prep — Prep for a call where you know competitor is involved
- create-an-asset — Build a custom comparison page for a specific deal