competitive-monitoring

name	competitive-monitoring
description	Maintain a current, decision-focused view of competitor and substitute changes across product, pricing, positioning, partnerships, distribution, organization, and market signals without reacting to every announcement.

Competitive Monitoring

Use when competitive conditions change often enough that product or go-to-market decisions need a maintained evidence stream.

Procedure

1. Define the competitors, substitutes, segments, signals, and decisions worth monitoring; exclude noise that has no plausible decision impact.
2. Prefer first-party sources such as product docs, changelogs, pricing, releases, filings, job posts, and official announcements, supplemented by reputable independent evidence.
3. Record observation date, source, exact change, affected segment, and confidence rather than overwriting a timeless competitor profile.
4. Separate confirmed changes from rumors, experiments, staged rollouts, or interpretation.
5. Assess significance: customer value, strategic direction, pricing pressure, distribution advantage, capability gap, or likely response needed.
6. Compare changes over time to identify trajectory rather than reacting to isolated launches.
7. Escalate only material developments to Product Strategist, Product Manager, Marketing Strategist, or leadership with concise implications.
8. Periodically retire stale signals and update the monitoring scope as the category evolves.

Decision rules

• Monitoring should reduce surprise, not create a feed of competitor anxiety.
• Announcements are not evidence of adoption or quality.
• Track substitutes and category shifts, not only named direct competitors.
• Do not change strategy because one competitor shipped one feature.

Quality gate

Monitoring is useful when sources and dates are traceable, material changes are distinguished from noise, trajectories and implications are visible, stale information is removed, and decision owners receive only developments that could plausibly change their next action.