competitive-intel

name	competitive-intel
description	Systematic competitor tracking that feeds positioning, battlecards, and roadmap decisions. Use when analyzing competitors, building battlecards, tracking market moves, conducting win/loss analysis, or updating positioning.
license	MIT + Commons Clause
metadata	{"version":"2.0.0","author":"borghei","category":"c-level","domain":"competitive-strategy","updated":"2026-03-09T00:00:00.000Z","frameworks":["5-layer-intelligence","battlecard-template","win-loss-analysis","positioning-map","tracking-cadence","threat-assessment"],"triggers":["competitive intelligence","competitor analysis","battlecard","win/loss analysis","competitive positioning","competitive tracking","market intelligence","competitor research","SWOT","competitive map","feature gap","competitive strategy","competitor launched","lost deal to competitor","competitive win","market positioning","sales battlecard"]}

Competitive Intelligence

Systematic competitor tracking. Not obsession -- intelligence that drives real decisions. Know competitors well enough to win against them. Do not let them set your agenda.

Keywords

competitive intelligence, competitor analysis, battlecard, win/loss analysis, competitive positioning, competitive tracking, market intelligence, competitor research, SWOT, competitive map, feature gap analysis, competitive strategy, market share, competitive advantage, moat, switching costs

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Clarify First

Before generating, confirm these inputs. If any is unknown or vague, ASK — do not assume:

• Which output is needed (battlecard, positioning map, win/loss analysis, or board summary) — each has a different template and data requirement
• Which competitors and their tier (direct, adjacent, future) — sets tracking intensity and which competitors appear in the artifact
• Your ICP and the problem you solve — drives the threat-classification matrix and what counts as a real competitor vs. noise
• Your actual differentiators with proof points — the "why we win" and "killer questions" sections are worthless without concrete, evidence-backed advantages

Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the artifact.

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5-Layer Intelligence System

Layer 1: Competitor Identification

Threat Classification Matrix

	Same ICP	Different ICP
Same problem	Direct threat (Tier 1)	Adjacent watch (Tier 2)
Different problem	Displacement risk (Tier 2)	Monitor only (Tier 3)

Competitor Tiers

Tier	Definition	Tracking Intensity	Examples
1: Direct	Same ICP, same problem, similar price	Monthly deep tracking	Your top 3 named competitors
2: Adjacent	Same budget, different solution approach	Quarterly review	Build-in-house, adjacent products
3: Future	Well-funded in adjacent space or incumbents with roadmap overlap	Semi-annual scan	Funded startups, big tech features

Layer 2: Tracking Dimensions

Dimension	Sources	Cadence	Priority
Product moves	Changelog, G2, Capterra, Twitter, LinkedIn	Monthly	High
Pricing changes	Pricing page, sales intel, customer feedback	Triggered	High
Funding	Crunchbase, TechCrunch, LinkedIn	Triggered	Medium
Hiring signals	LinkedIn job postings, Indeed, Glassdoor	Monthly	Medium
Partnerships	Press releases, co-marketing, integrations	Triggered	Medium
Customer wins/losses	Case studies, review sites, LinkedIn	Monthly	High
Customer losses (theirs)	G2 reviews, forums, your own inbound	Ongoing	High
Messaging shifts	Homepage, ads, conference talks	Quarterly	Medium

Layer 3: Analysis Frameworks

SWOT Per Competitor

Element	Key Questions
Strengths	Where do they consistently win? What do customers praise?
Weaknesses	Where do they lose? What do reviews complain about?
Opportunities	What could they do that would threaten you more?
Threats	What is their existential risk? What could make them irrelevant?

Feature Gap Analysis Template

Feature/Capability	You	Competitor A	Competitor B	Status
Core Feature 1	[check]	[check]	[x]	Your advantage
Core Feature 2	[x]	[check]	[check]	Gap -- on roadmap?
Feature 3	[check]	[x]	[x]	Moat (unique to you)
Feature 4	[x]	[x]	[check]	Comp B only
Feature 5	[check]	[check]	[check]	Table stakes

Competitive Positioning Map

Choose 2 axes that show YOUR differentiation:

Common Axis Pairs	When to Use
Price vs. Feature Depth	When you compete on value
Enterprise-ready vs. SMB-ready	When you serve a different segment
Easy to Implement vs. Configurable	When implementation speed is your advantage
Vertical-specific vs. Horizontal	When you specialize

Layer 4: Output Formats

Battlecard Template (Sales Use)

BATTLECARD: [Competitor Name]
Last Updated: [Date]

OVERVIEW
  Company: [name, founded, HQ, funding, size]
  Product: [1-sentence description]
  ICP overlap: [High/Medium/Low]
  Threat level: [High/Medium/Low]

WHY WE WIN
  1. [Advantage 1 with proof point]
  2. [Advantage 2 with proof point]
  3. [Advantage 3 with proof point]

WHERE THEY WIN
  1. [Their advantage -- be honest]
  2. [Their advantage]

LANDMINES (what they say about us)
  - "[Their claim]" --> Counter: "[Your response with evidence]"
  - "[Their claim]" --> Counter: "[Your response with evidence]"

KILLER QUESTIONS (ask the prospect)
  1. "[Question that exposes competitor weakness]"
  2. "[Question that highlights your strength]"
  3. "[Question that validates your differentiation]"

RECENT MOVES
  - [Date]: [What they did, what it means]

CUSTOMER REFERENCES (ask for these)
  - [Customer name, use case, result]

Board Competitive Summary (Monthly)

COMPETITIVE INTELLIGENCE SUMMARY -- [Month]

MARKET MOVEMENTS
  [Competitor A]: [What happened, significance]
  [Competitor B]: [What happened, significance]

WIN/LOSS SNAPSHOT
  Win rate vs [Comp A]: [X]% (trend: [up/down/stable])
  Win rate vs [Comp B]: [X]% (trend: [up/down/stable])
  Top win reason: [reason]
  Top loss reason: [reason]

RECOMMENDED RESPONSE
  [1 specific action with owner and timeline]

RISK WATCH
  [Specific risk with probability and impact]

Layer 5: Intelligence Cadence

Cadence	Activity	Output
Monthly (scheduled)	Review Tier 1 competitors, update battlecards	Updated battlecards + leadership summary
Triggered (event)	Competitor raises funding, launches feature, changes pricing	Impact assessment within 48 hours
Quarterly	Full landscape review, positioning map update	Board-ready competitive slide
Annual	Add/remove tracked competitors, refresh threat assessment	Updated competitive strategy

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Win/Loss Analysis

When to Conduct

Event	Interview?	Who Conducts
Lost deal > $50K ACV	Always	Non-AE (CS, product, or external)
Churn > 6 months tenure	Always	CS or product team
Competitive win	Selectively	Product or marketing
Lost to "no decision"	Sample	Marketing or product

Interview Protocol

Order	Question	What You Learn
1	"Walk me through your evaluation process"	How they buy, who was involved
2	"Who else were you considering?"	Competitive set from their perspective
3	"What were the top 3 criteria in your decision?"	Decision drivers (may differ from what AE reported)
4	"Where did [our product] fall short?"	Specific gaps, not vague "they were better"
5	"What was the deciding factor?"	The one thing that tipped the decision
6	"What would have changed your decision?"	The counterfactual -- most actionable intel

Aggregate Analysis

Metric	Cadence	Output
Win reasons (ranked by frequency)	Monthly	Top 5 with trend
Loss reasons (ranked by frequency)	Monthly	Top 5 with trend
Competitor win rates (by competitor, segment)	Monthly	Competitive scoreboard
Win rate trends over time	Quarterly	Trend lines for board

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The Balance: Intelligence vs. Obsession

Over-Tracking Signals

Signal	Risk
Roadmap driven by "they shipped X"	Reactive, not strategic
Team morale drops when competitor fundraises	Emotional, not analytical
Shipping features to match checklists	Building for competitors, not customers
Pricing always starts with "well, they charge X"	Cost-anchored, not value-anchored

Under-Tracking Signals

Signal	Risk
AEs blindsided on calls	Losing deals from lack of preparation
Prospects know more than your team	Credibility gap in sales
Missed major competitor launch	Reactive when it could have been proactive
Positioning unchanged in 12+ months	Market moved, you did not

The Right Posture

• Know competitors well enough to win against them
• Do not let them set your agenda
• Roadmap is led by customer problems, informed by competitive gaps
• Pricing is anchored to your value, not their price

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Intelligence Distribution

Audience	Format	Cadence	Owner
AEs + SDRs	Battlecards in CRM	Monthly + triggered	CRO
Product	Feature gap analysis	Quarterly	CPO
Marketing	Positioning brief	Quarterly	CMO
Leadership	1-page competitive summary	Monthly	CEO/COO
Board	Competitive landscape slide	Quarterly	CEO

One source of truth: All competitive intel in one place (Notion, Confluence, etc.). Slack-only distribution disappears.

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Red Flags

Signal	Implication	Action
Competitor win rate > 50% in core segment	Fundamental positioning problem	Strategy review, not more battlecards
Same objection from 5+ deals	Feature gap that is real, not optics	Product roadmap input
Competitor hired 10+ engineers in your domain	Major product investment incoming	Accelerate your roadmap or differentiate
Competitor raised > $20M targeting your ICP	12-month competitive intensity increase	Strengthen moat, lock in customers
Prospects evaluate you to justify competitor choice	You are the "check box"	Fix perception or change segment
No win/loss interviews conducted	Learning nothing from outcomes	Implement win/loss program immediately

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Integration with C-Suite

Intelligence Type	Feeds To	Action
Product moves	CPO (cpo-advisor)	Roadmap input, feature gap review
Pricing changes	CRO + CFO	Pricing response evaluation
Funding rounds	CEO + CFO	Strategic positioning update
Hiring signals	CHRO + CTO	Talent market intelligence
Customer wins/losses	CRO + CMO	Battlecard updates, positioning shifts
Marketing campaigns	CMO (cmo-advisor)	Counter-positioning, channel strategy
Market trends	CEO + Board Deck Builder	Board competitive slide

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Output Artifacts

Request	Deliverable
"Map the competitive landscape"	Competitor identification + tier classification + positioning map
"Build a battlecard for [competitor]"	Sales battlecard with win themes, landmines, killer questions
"Analyze our win/loss data"	Aggregate analysis with patterns, trends, and recommendations
"Competitor just launched [feature]"	Impact assessment + recommended response + timeline
"Competitive section for board"	Monthly summary: movements, win/loss, recommended actions
"Update our positioning"	Positioning analysis against current competitive landscape

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Tool Reference

1. market_landscape_mapper.py

Maps the competitive landscape across configurable dimensions, classifying competitors by tier, plotting market positioning, and identifying whitespace opportunities.

python scripts/market_landscape_mapper.py --input competitors.json --json
python scripts/market_landscape_mapper.py --input competitors.json

Flag	Type	Description
--input	required	Path to JSON file with competitor data (name, tier, dimensions, scores)
--json	optional	Output in JSON format instead of human-readable text

2. competitor_tracker.py

Tracks competitor movements over time across 8 dimensions (product, pricing, funding, hiring, partnerships, customers, messaging, market share). Detects significant changes and generates alerts.

python scripts/competitor_tracker.py --input tracking_data.json --json
python scripts/competitor_tracker.py --input tracking_data.json

Flag	Type	Description
--input	required	Path to JSON file with competitor tracking entries over time
--json	optional	Output in JSON format instead of human-readable text

3. swot_analyzer.py

Performs structured SWOT analysis with weighted scoring, cross-impact assessment (SO/WO/ST/WT strategies), and strategic priority recommendations.

python scripts/swot_analyzer.py --input swot_data.json --json
python scripts/swot_analyzer.py --input swot_data.json

Flag	Type	Description
--input	required	Path to JSON file with strengths, weaknesses, opportunities, threats (each with description, impact 1-10, confidence 1-10)
--json	optional	Output in JSON format instead of human-readable text

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Troubleshooting

Problem	Likely Cause	Resolution
Battlecards outdated within weeks of creation	No triggered update process for competitor moves	Implement event-driven battlecard updates tied to monitoring alerts; assign a battlecard owner per Tier 1 competitor
Win/loss interviews not being conducted	AEs reluctant to participate or no clear owner	Assign non-AE interviewers (CS, product, or external); make win/loss a process requirement, not optional
Competitive intel stays in Slack, not reaching sales	No single source of truth or distribution cadence	Centralize intel in CRM-attached battlecards; set monthly distribution cadence with CRO ownership
Feature gap analysis does not influence roadmap	Product team not consuming competitive data	Include CPO in quarterly landscape review; tie gap analysis to roadmap planning cycle
Competitor tier classification never updated	No annual review of competitive landscape	Schedule annual tier reassessment; add/remove competitors based on ICP overlap and funding changes
Team over-reacts to every competitor move	No framework for assessing threat significance	Use the Threat Classification Matrix to filter signal from noise; only escalate Tier 1 changes
Intelligence collection is inconsistent	No assigned owners or cadence for tracking dimensions	Assign dimension owners from the Intelligence Distribution table; automate monitoring where possible

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Success Criteria

• Battlecards updated within 48 hours of significant Tier 1 competitor moves
• Win rate against top 3 competitors stable or improving quarter-over-quarter
• Win/loss interviews conducted for 90%+ of lost deals above $50K ACV
• Sales team can articulate top 3 differentiators vs each Tier 1 competitor without reference material
• Competitive intelligence influences at least 2 roadmap decisions per quarter
• Time from competitor event to internal awareness is under 72 hours
• Positioning refreshed at least once per year based on landscape analysis

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Scope & Limitations

In scope: Competitor identification and tier classification, 8-dimension tracking across product/pricing/funding/hiring/partnerships/customers/messaging/market share, SWOT analysis per competitor, feature gap analysis, battlecard creation and distribution, win/loss analysis, competitive positioning maps, board-level competitive summaries, and market landscape mapping via Python tools.

Out of scope: Real-time competitor monitoring (tools analyze point-in-time data exports), pricing intelligence from competitor internal data, customer-level deal coaching (tools flag patterns but do not prescribe sales tactics), market research surveys or primary research, and competitor financial modeling beyond publicly available data.

Limitations: SWOT and landscape analysis depend on the quality and recency of input data. Competitive intelligence older than 6 months should be treated as directional only. Win/loss analysis requires a minimum of 10 interviews per quarter for statistical significance. Market positioning maps are subjective and should be validated with customer perception data.

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Integration Points

• cro-advisor -- Battlecards feed directly into sales enablement; win/loss data informs pipeline strategy and quota setting
• cpo-advisor -- Feature gap analysis influences product roadmap prioritization and portfolio investment decisions
• cmo-advisor -- Competitive positioning informs messaging, content strategy, and campaign differentiation
• ceo-advisor -- Board-level competitive summaries inform strategic direction and M&A evaluation
• board-deck-builder -- Monthly competitive landscape slides feed into quarterly board presentations
• sales-success/ -- Battlecards and killer questions enable sales team competitive selling