# Competitive Intelligence Playbook

## OSINT Sources for Competitor Tracking

### Free, Reliable Sources

**Company & Product:**
- **Their website** — pricing page (archive.org for history), product changelog, careers page
- **G2 / Capterra / Trustpilot** — customer reviews; filter by recency; read 1-star reviews carefully
- **LinkedIn** — job postings signal roadmap; company page for headcount trend; employees for leaks
- **GitHub** — open source activity; what they're building; engineering team size; tech stack
- **Crunchbase / PitchBook** (free tier) — funding history, investors, team changes
- **BuiltWith** — tech stack they use; signals about infrastructure maturity

**Messaging & Positioning:**
- **Facebook Ad Library** — see their current ad copy and creative; what messages they're testing
- **Google Keyword Planner** — which keywords they're bidding on
- **SEMrush / Ahrefs** (free trial or limited) — their organic keywords, backlink profile
- **Wayback Machine** — homepage evolution over time; when positioning shifted
- **Their blog** — content strategy reveals priorities and ICP assumptions

**News & Events:**
- **TechCrunch, VentureBeat** — funding announcements, major launches
- **Twitter/X / LinkedIn** — CEO + founders; direct signals about strategy
- **Podcast appearances** — founders talk more openly on podcasts than press releases
- **Job descriptions** — "Senior Engineer - Payments" means they're building payments

### Paid (Worth It for Tier-1 Competitors)
- **G2 Buyer Intent** — which prospects are researching your competitor right now
- **Bombora** — intent data for account-level research signals
- **PitchBook** — funding, investors, valuation estimates
- **Klue / Crayon / Kompyte** — dedicated CI platforms that aggregate automatically

### Primary Research (Best Signal)
- **Win/loss interviews** — the single highest-signal source (see below)
- **Talk to churned customers** — why did they switch? To whom?
- **Talk to their customers** — LinkedIn outreach; honest conversations
- **Industry events** — competitor presentations reveal roadmap; talk to attendees
- **Former employees** — LinkedIn; respectful outreach; no NDA violations

---

## Competitive Battlecard Format

A battlecard is a 1-page (or single screen) document for sales reps to reference before and during calls.

**Design principles:**
- Written for a rep with 2 minutes to prep, not a product manager
- Action-oriented: tells reps what to SAY, not just what to know
- Updated monthly at minimum; never more than 90 days old

### Battlecard Structure

```
COMPETITOR: [Name]
Last updated: [Date] | Owner: [Name]
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

THE 30-SECOND SUMMARY
[One paragraph. Who they are, who they sell to, why they win.]

THEIR STRENGTHS (know these — don't dismiss them)
• [Strength 1] — what customers actually love about them
• [Strength 2]
• [Strength 3]

THEIR REAL WEAKNESSES (from win/loss data, not assumptions)
• [Weakness 1] — source: [customer quote / win/loss theme]
• [Weakness 2]
• [Weakness 3]

OUR DIFFERENTIATED ADVANTAGES
• [Advantage 1] — proof point: [metric/customer/case study]
• [Advantage 2] — proof point:
• [Advantage 3] — proof point:

COMMON OBJECTIONS + RESPONSES
"They have [feature] and you don't."
→ [Response. Acknowledge, reframe, redirect.]

"They're cheaper."
→ [Response with ROI angle or TCO comparison.]

"They're more established / bigger."
→ [Response. Size isn't always advantage; use to your benefit.]

TRAP-SETTING QUESTIONS (ask these early to shift the eval criteria)
• "How important is [your differentiator] to your team?"
• "Have you looked at [pain point they create]?"
• "What happens to your workflow when [their known limitation occurs]?"

WHEN WE WIN
• [Segment or scenario where we almost always beat them]
• [Use case where we're clearly stronger]

WHEN WE LOSE (be honest)
• [Scenario where they're genuinely better — don't fight these battles]
• [Segment where they have structural advantages]

DO NOT SAY
• Don't claim [X] — it's not true and they'll call it out
• Don't say [Y] — prospect will already know it and it sounds desperate
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
```

---

## Win/Loss Analysis Framework

### Why Most Companies Do This Wrong
- They survey instead of interview (surveys get polite answers)
- The AE conducts it (too emotionally invested; prospect won't be candid)
- They do it 6 months after the decision (memory fades)
- They look for confirmation of what they believe

### The Right Process

**Timing:** Within 30 days of deal closed/lost/churned.
**Interviewer:** Customer success, product, or external researcher. Never the AE.
**Duration:** 30 minutes (budget 45).
**Incentive:** $100 gift card gets you 80% acceptance. Worth it.

**Interview Guide:**

*Opening:*
"I'm [name] from [company]. I'm not in sales — I'm trying to understand what drove your decision so we can improve. There's nothing you can say that will change the outcome. I just want honest feedback."

*Core questions:*
1. "Can you walk me through your evaluation process from the beginning?"
2. "Who were the key stakeholders involved in the decision?"
3. "What were the 3 most important criteria you were evaluating against?"
4. "Which vendors did you seriously consider?"
5. "Where did [company] fall short of your expectations?" (For losses)
   OR "What tipped the decision in [company]'s favor?" (For wins)
6. "Was price a factor? How significant?"
7. "What would have had to be different for you to choose [us / the other option]?"
8. "Any advice for our team on how we handled the process?"

**Data aggregation:**
- Tag every response: [criterion], [competitor mentioned], [product gap], [sales process], [price], [trust/credibility]
- Monthly rollup: top 5 win reasons, top 5 loss reasons, competitor win rate
- Share with: CEO, CRO, CPO, CMO — not just sales

---

## Competitive Positioning Map Construction

A positioning map shows where you sit relative to competitors on 2 dimensions that BUYERS care about.

### Step 1: Choose Your Axes
- Pick dimensions that actually drive purchase decisions in your segment
- At least one axis should be where you win
- Avoid generic axes ("feature-rich vs. simple" tells you nothing)

**Good axis pairs:**
- Implementation time (days vs. months) × Customization depth
- Price point × Enterprise readiness
- Automation level × Human-in-the-loop control
- Time-to-value × Total cost of ownership

**Bad axes:**
- Quality (too vague)
- "Innovation" (unmeasurable)
- Any axis where all competitors cluster in the same spot

### Step 2: Place Competitors Objectively
- Use customer quotes and win/loss data to justify placement
- Don't place competitors where you WANT them — where they ACTUALLY are
- If you're unsure, ask 5 customers to place them

### Step 3: Find and Name Your White Space
- Where is there a position no competitor holds?
- Is that white space there because it's valuable (opportunity) or worthless (avoid)?
- Can you credibly occupy it?

### Step 4: Test Your Positioning
- Show the map to 5 prospects: "Does this match your perception?"
- Show it to 5 lost prospects: "Where would you place [the winner] and us?"
- Adjust until map matches buyer reality, not internal perception

---

## Intelligence Sharing Across Roles

### What Each Role Needs and When

**CRO (Sales):**
- Needs: Battlecards, win rates by competitor, competitor objections + responses
- Cadence: Updated battlecards monthly; triggered updates on major competitor moves
- Format: 1-pager per competitor in CRM, linked from deal record

**CMO (Marketing):**
- Needs: Messaging shifts, new claims, ad spend signals, keyword battles
- Cadence: Quarterly positioning review, triggered on major launches
- Format: Positioning brief with recommended response to messaging shifts

**CPO (Product):**
- Needs: Feature gap analysis, competitor roadmap signals (job postings, changelog), what we lose to
- Cadence: Monthly feature gap update, triggered on major launches
- Format: Feature comparison matrix + gap prioritization recommendation

**CTO (Engineering):**
- Needs: Tech stack signals, infrastructure approaches, scale they've achieved
- Cadence: Quarterly
- Format: Technical comparison notes, relevant for architectural decisions

**CEO:**
- Needs: Summary of threat landscape, recommended responses, board-level narrative
- Cadence: Monthly 1-pager + quarterly deep dive
- Format: 1-page brief: who moved, what it means, what we do

### The Single Source of Truth Rule
All competitive intel in one place. Suggest:
- Notion database per competitor: profile, battlecard, changelog, win/loss notes
- Slack channel: `#competitive-intel` for real-time triggered alerts
- Monthly digest email to leadership

If it lives only in Slack, it disappears. If it lives only in a wiki that nobody reads, it doesn't matter. Combine both.

---

## How to Track Without Obsessing

**Set up the system, then let it run:**
- Google Alerts for competitor names + CEO names
- LinkedIn Saved Searches for their job postings
- Klue/Crayon if budget allows (automated aggregation)
- Monthly 60-minute competitive review meeting (not 4 hours)

**What to do when competitor makes a big move:**
1. Read the announcement objectively
2. Talk to 3 customers: "Did you see this? What do you think?"
3. Assess: does this change any buying criteria in your deals?
4. If yes: update battlecard and positioning within 1 week
5. If no: log it, move on

**The test:** After reviewing a competitor move, do you feel urgency to ship something? If yes, you're reacting. The right feeling is "noted — let's see if customers care."
