competitive-intelligence

# 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 ```html <!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 ```css :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 ```yaml 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 ```markdown ## ✓ 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 1. **Be honest about weaknesses** — Credibility comes from acknowledging where competitors are strong 2. **Focus on outcomes, not features** — "They have X feature" matters less than "customers achieve Y result" 3. **Update from the field** — Best intel comes from actual customer conversations, not just websites 4. **Plant landmines, don't badmouth** — Ask questions that expose weaknesses; never trash-talk 5. **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 --- > Converted and distributed by [TomeVault](https://tomevault.io) | [Claim this content](https://tomevault.io/claim/anthropics/knowledge-work-plugins) <!-- tomevault:3.0:skill_md:2026-04-07 -->