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Practical competitive intelligence
Short, practical guides for the people who keep track of competitors: product marketing, sales enablement, product and strategy.
Latest · Strategy · 2 min read
Showing the value of competitive intelligence: measures leaders accept
Competitive intelligence often struggles for budget because its value is described in stories, not numbers. A few honest measures, tracked consistently, make the case far better.
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In this post
- 1Measure 1: win rate against named competitors
- 2Measure 2: revenue in competitive deals
- 3Measure 3: usage
- 4Measure 4: speed
- 5Measure 5: decisions informed
- 6Report briefly and regularly
Strategy · 2 min
What's fair game in competitive intelligence: ethics and legal lines
Good competitive intelligence is built on public information and honest methods. Knowing where the lines are protects your company's reputation and keeps your findings usable.
Playbook · 2 min
Competitive intelligence for product managers: a weekly playbook
Product managers need competitive context to make roadmap calls, but not a second job. A short weekly routine keeps you informed without turning you into a full-time analyst.
Guide · 2 min
Set up competitor monitoring in one afternoon
You do not need a big programme to start watching competitors well. With a clear list, the right pages and a weekly habit, a single afternoon gets you most of the way.
Guide · 2 min
Signal vs noise: deciding which competitor news deserves attention
Watching competitors is easy. Knowing which of the hundred things they did this month matters is the hard part. A simple filter turns a firehose into a short list.
Strategy · 2 min
What a competitor's job postings tell you about its next move
Companies announce products when they are ready. They post jobs months earlier. A careers page, read carefully over time, is one of the best early signals you can get.
AI · 2 min
AI in competitive intelligence: getting answers you can verify
AI can read far more about your competitors than any team could. The risk is that it answers confidently when it should not. The fix is to demand citations and to treat "not enough data" as a valid answer.
Playbook · 2 min
How to build a battlecard your sales reps will actually open
Most battlecards are written once, admired once and never opened again. The ones that get used share a few habits: they are short, they are current, and every claim can be checked.
Playbook · 2 min
Win/loss analysis for small teams: a 30-minute-a-week routine
You do not need a research agency to learn why you win and lose. A small team can build a useful picture in half an hour a week, as long as it records the same few things every time.
Guide · 2 min
Competitor pricing pages: which changes matter and how to react
A competitor's pricing page is one of the most honest documents it publishes. Learning to read its changes, and to ignore the ones that do not matter, is one of the most useful habits in competitive intelligence.
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