Competitor Intelligence Gathering

When to Use

Use when setting up competitive monitoring, preparing battle cards, or analyzing market positioning.

Intelligence Framework

1. Product Intelligence

• Feature comparison matrix
• Pricing and packaging changes
• Product roadmap signals (job postings, patents, blog posts)
• Integration ecosystem

2. Go-to-Market Intelligence

• Messaging and positioning changes
• Target market shifts
• New campaigns or content themes
• Partnership announcements

3. Customer Intelligence

• Review site sentiment (G2, Capterra, TrustRadius)
• Customer case studies published
• Churn signals (negative reviews, support complaints)
• Win/loss analysis patterns

Monitoring Cadence

Source	Frequency	Tool
Competitor websites	Weekly	Web scraping
Review sites	Bi-weekly	SERP API
Job postings	Monthly	LinkedIn
News and press	Daily	Perplexity
Social media	Daily	SearXNG

Output: Battle Cards

For each competitor, maintain:

• One-line positioning statement
• Key differentiators (theirs vs. ours)
• Common objections and rebuttals
• Win themes and loss reasons
• Pricing comparison
• Recent changes log