Competitive Intel

This skill provides systematic competitor tracking to inform strategic decisions.

Install

npx promptshop add competitive-intel

Details

What This Skill Does

This skill provides systematic competitor tracking to inform strategic decisions. It helps users identify direct, indirect, and future competitors, track key dimensions like product moves and pricing changes, and build competitive battlecards. It's designed for anyone needing to understand their competitive landscape.

When to Use

Map the competitive landscape.
Build a sales battlecard.
Analyze recent wins and losses.
Track competitor activities.
Build a competitive positioning map.
Identify potential future competitors.

Key Features

Identifies direct, indirect, and future competitors.
Tracks 8 key dimensions of competitor activity.
Builds sales battlecards for specific competitors.
Analyzes win/loss data to understand competitive advantages.
Maps the competitive landscape.
Provides a framework for ongoing competitive intelligence.

Manual Installation

Manual installation

View Full Skill Content

The complete markdown content that gets installed

Competitive Intelligence

Systematic competitor tracking. Not obsession — intelligence that drives real decisions.

Keywords

competitive intelligence, competitor analysis, battlecard, win/loss analysis, competitive positioning, competitive tracking, market intelligence, competitor research, S

WOT, competitive map, feature gap analysis, competitive strategy

Quick Start

/ci:landscape — Map your competitive space (direct, indirect, future) /ci:battlecard [name] — Build a sales battlecard for a specific competitor /ci:winloss — Analyze recent wins and losses by reason /ci:update [name] — Track what a competitor did recently /ci:map — Build competitive positioning map

Framework: 5-Layer Intelligence System

Layer 1: Competitor Identification

Direct competitors: Same I

CP, same problem, comparable solution, similar price point. Indirect competitors: Same budget, different solution (including "do nothing" and "build in-house"). Future competitors: Well-funded startups in adjacent space; large incumbents with stated roadmap overlap.

The 2x2 Threat Matrix:

| | Same I

CP | Different I

CP | |---|---|---| | Same problem | Direct threat | Adjacent (watch) | | Different problem | Displacement risk | Ignore for now |

Update this quarterly. Who's moved quadrants?

Layer 2: Tracking Dimensions

Track these 8 dimensions per competitor:

|-----------|---------|---------| | Product moves | Changelog, G2/Capterra reviews, Twitter/Linked

Crunch, Linked

In | Triggered | | Hiring signals | Linked

Layer 3: Analysis Frameworks

WOT per Competitor: Strengths: What do they do well? Where do they win? Weaknesses: Where do they lose? What do customers complain about? Opportunities: What could they do that would threaten you? Threats: What's their existential risk?

Competitive Positioning Map (2 axis): Choose axes that matter for your buyers: Common: Price vs Feature Depth; Enterprise-ready vs S

MB-ready; Easy to implement vs Configurable Pick axes that show Y

OUR differentiation clearly

Feature Gap Analysis:

Feature	You	Competitor A	Competitor B	Gap status
[Feature]	✅	✅	❌	Your advantage
[Feature]	❌	✅	✅	Gap — roadmap?
[Feature]	✅	❌	❌	Moat
[Feature]	❌	❌	✅	Competitor B only

Layer 4: Output Formats

For Sales (C

RO): Battlecards — one page per competitor, designed for pre-call prep. See templates/battlecard-template.md

For Marketing (C

MO): Positioning update — message shifts, new differentiators, claims to stop or start making.

For Product (C

PO): Feature gap summary — what customers ask for that we don't have, what competitors ship, what to reprioritize.

For C

EO/Board: Monthly competitive summary — 1-page: who moved, what it means, recommended responses.

Layer 5: Intelligence Cadence

Monthly (scheduled): Review all tier-1 competitors (direct threats, top 3) Update battlecards with new intel Publish 1-page summary to leadership

Triggered (event-based): Competitor raises funding → assess implications within 48 hours Competitor launches major feature → product + sales response within 1 week Competitor poaches key customer → win/loss interview within 2 weeks Competitor changes pricing → analyze and respond within 1 week

Quarterly: Full competitive landscape review Update positioning map Refresh I

CP competitive threat assessment Add/remove companies from tracking list

Win/Loss Analysis

This is the highest-signal competitive data you have. Most companies do it too rarely.

When to interview: Every lost deal >$50K A

CV Every churn >6 months tenure Every competitive win (learn why — it may not be what you think)

Who conducts it: N

OT the AE who worked the deal (too close, prospect won't be candid) Customer success, product team, or external researcher

Question structure: "Walk me through your evaluation process" "Who else were you considering?" "What were the top 3 criteria in your decision?" "Where did [our product] fall short?" "What was the deciding factor?" "What would have changed your decision?"

Aggregate findings monthly: Win reasons (rank by frequency) Loss reasons (rank by frequency) Competitor win rates (by competitor, by segment) Patterns over time

The Balance: Intelligence Without Obsession

Signs you're over-tracking competitors: Roadmap decisions are primarily driven by "they just shipped X" Team morale drops when competitors fundraise You're shipping features you don't believe in to match their checklist Pricing discussions always start with "well, they charge X"

Signs you're under-tracking: Your A

Es get blindsided on calls Prospects know more about competitors than your team does You missed a major product launch until customers told you Your positioning hasn't changed in 12+ months despite market moves

The right posture: Know competitors well enough to win against them Don't let them set your agenda Your roadmap is led by customer problems, informed by competitive gaps

Distributing Intelligence

Audience	Format	Cadence	Owner
A

Es + S

DRs | Updated battlecards in C

RM | Monthly + triggered | C

EO/C

EO |

One source of truth: All competitive intel lives in one place (Notion, Confluence, Salesforce). Avoid Slack-only distribution — it disappears.

Red Flags in Competitive Intelligence

Signal	What it means
Competitor's win rate >50% in your core segment	Fundamental positioning problem, not sales problem
Same objection from 5+ deals: "competitor has X"	Feature gap that's real, not just optics
Competitor hired 10 engineers in your domain	Major product investment incoming
Competitor raised >$20M and targets your I

Integration with C-Suite Roles

Intelligence Type	Feeds To	Output Format
Product moves	C

PO | Roadmap input, feature gap analysis | | Pricing changes | C

RO, C

FO | Pricing response recommendations | | Funding rounds | C

EO, C

FO | Strategic positioning update | | Hiring signals | C

HRO, C

TO | Talent market i