competitive-intelligence

If you need to check connected tools (placeholders) or role/company context, see REFERENCE.md.

Competitive Intelligence

Research your competitors extensively and generate an interactive HTML battlecard you can use in deals. The output is a self-contained artifact with clickable competitor tabs and an overall comparison matrix.

How It Works

┌─────────────────────────────────────────────────────────────────┐ │ COMPETITIVE INTELLIGENCE │ ├─────────────────────────────────────────────────────────────────┤ │ ALWAYS (works standalone via web search) │ │ ✓ Competitor product deep-dive: features, pricing, positioning │ │ ✓ Recent releases: what they've shipped in last 90 days │ │ ✓ Your company releases: what you've shipped to counter │ │ ✓ Differentiation matrix: where you win vs. where they win │ │ ✓ GTM talk tracks: how to position against each competitor │ │ ✓ Landmine questions: expose their weaknesses naturally │ ├─────────────────────────────────────────────────────────────────┤ │ OUTPUT: Interactive HTML Battlecard │ │ ✓ Comparison matrix overview │ │ ✓ Clickable tabs for each competitor │ │ ✓ Dark theme, professional styling │ │ ✓ Self-contained HTML file — share or host anywhere │ ├─────────────────────────────────────────────────────────────────┤ │ SUPERCHARGED (when you connect your tools) │ │ + ~~CRM~~: Win/loss data, competitor mentions in closed deals │ │ + ~~knowledge base~~: Existing battlecards, competitive playbooks │ │ + ~~chat~~: Internal intel, field reports from colleagues │ │ + ~~conversation intelligence~~: Competitor mentions in customer calls │ └─────────────────────────────────────────────────────────────────┘

Getting Started

When you run this skill, I'll ask for context:

Required:

What company do you work for? (or I'll detect from your email)
Who are your main competitors? (1-5 names)

Optional:

Which competitor do you want to focus on first?
Any specific deals where you're competing against them?
Pain points you've heard from customers about competitors?

If I already have your seller context from a previous session, I'll confirm and skip the questions.

Connectors (Optional)

Connector What It Adds

CRM Win/loss history against each competitor, deal-level competitor tracking

knowledge base Existing battlecards, product comparison docs, competitive playbooks

chat Internal chat intel (e.g. Slack) — what your team is hearing from the field

conversation intelligence Competitor mentions in customer calls, objections raised

No connectors? Web research works great. I'll pull everything from public sources — product pages, pricing, blogs, release notes, reviews, job postings.

Output: Interactive HTML Battlecard

The skill generates a self-contained HTML file with:

Comparison Matrix (Landing View)

Overview comparing you vs. all competitors at a glance:

Feature comparison grid
Pricing comparison
Market positioning
Win rate indicators (if CRM connected)

Competitor Tabs (Click to Expand)

Each competitor gets a clickable card that expands to show:

Company profile (size, funding, target market)
What they sell and how they position
Recent releases (last 90 days)
Where they win vs. where you win
Pricing intelligence
Talk tracks for different scenarios
Objection handling
Landmine questions

Your Company Card

Your releases (last 90 days)
Your key differentiators
Proof points and customer quotes

HTML Structure

<!DOCTYPE html> <html> <head> <title>Battlecard: [Your Company] vs Competitors</title> <style> /* Dark theme, professional styling / / Tabbed navigation / / Expandable cards / / Responsive design */ </style> </head> <body>  <header> <h1>[Your Company] Competitive Battlecard</h1> <p>Generated: [Date] | Competitors: [List]</p> </header>

&#x3C;!-- Tab Navigation -->
&#x3C;nav class="tabs">
    &#x3C;button class="tab active" data-tab="matrix">Comparison Matrix&#x3C;/button>
    &#x3C;button class="tab" data-tab="competitor-1">[Competitor 1]&#x3C;/button>
    &#x3C;button class="tab" data-tab="competitor-2">[Competitor 2]&#x3C;/button>
    &#x3C;button class="tab" data-tab="competitor-3">[Competitor 3]&#x3C;/button>
&#x3C;/nav>

&#x3C;!-- Comparison Matrix Tab -->
&#x3C;section id="matrix" class="tab-content active">
    &#x3C;h2>Head-to-Head Comparison&#x3C;/h2>
    &#x3C;table class="comparison-matrix">
        &#x3C;!-- Feature rows with you vs each competitor -->
    &#x3C;/table>

    &#x3C;h2>Quick Win/Loss Guide&#x3C;/h2>
    &#x3C;div class="win-loss-grid">
        &#x3C;!-- Per-competitor: when you win, when you lose -->
    &#x3C;/div>
&#x3C;/section>

&#x3C;!-- Individual Competitor Tabs -->
&#x3C;section id="competitor-1" class="tab-content">
    &#x3C;div class="battlecard">
        &#x3C;div class="profile">&#x3C;!-- Company info -->&#x3C;/div>
        &#x3C;div class="differentiation">&#x3C;!-- Where they win / you win -->&#x3C;/div>
        &#x3C;div class="talk-tracks">&#x3C;!-- Scenario-based positioning -->&#x3C;/div>
        &#x3C;div class="objections">&#x3C;!-- Common objections + responses -->&#x3C;/div>
        &#x3C;div class="landmines">&#x3C;!-- Questions to ask -->&#x3C;/div>
    &#x3C;/div>
&#x3C;/section>

&#x3C;script>
    // Tab switching logic
    // Expand/collapse sections
&#x3C;/script>

</body> </html>

Visual Design

Color System

:root { /* Dark theme base */ --bg-primary: #0a0d14; --bg-elevated: #0f131c; --bg-surface: #161b28; --bg-hover: #1e2536;

/* Text */
--text-primary: #ffffff;
--text-secondary: rgba(255, 255, 255, 0.7);
--text-muted: rgba(255, 255, 255, 0.5);

/* Accent (your brand or neutral) */
--accent: #3b82f6;
--accent-hover: #2563eb;

/* Status indicators */
--you-win: #10b981;
--they-win: #ef4444;
--tie: #f59e0b;

}

Card Design

Rounded corners (12px)
Subtle borders (1px, low opacity)
Hover states with slight elevation
Smooth transitions (200ms)

Comparison Matrix

Sticky header row
Color-coded winner indicators (green = you, red = them, yellow = tie)
Expandable rows for detail

Execution Flow

Phase 1: Gather Seller Context

If first time:

Ask: "What company do you work for?"
Ask: "What do you sell? (product/service in one line)"
Ask: "Who are your main competitors? (up to 5)"
Store context for future sessions

If returning user:

Confirm: "Still at [Company] selling [Product]?"
Ask: "Same competitors, or any new ones to add?"

Phase 2: Research Your Company (Always)

Web searches:

"[Your company] product" — current offerings
"[Your company] pricing" — pricing model
"[Your company] news" — recent announcements (90 days)
"[Your company] product updates OR changelog OR releases" — what you've shipped
"[Your company] vs [competitor]" — existing comparisons

Phase 3: Research Each Competitor (Always)

For each competitor, run:

"[Competitor] product features" — what they offer
"[Competitor] pricing" — how they charge
"[Competitor] news" — recent announcements
"[Competitor] product updates OR changelog OR releases" — what they've shipped
"[Competitor] reviews G2 OR Capterra OR TrustRadius" — customer sentiment
"[Competitor] vs [alternatives]" — how they position
"[Competitor] customers" — who uses them
"[Competitor] careers" — hiring signals (growth areas)

Phase 4: Pull Connected Sources (If Available)

If ~~CRM~~ connected:

Query closed-won deals with competitor field = [Competitor]
Query closed-lost deals with competitor field = [Competitor]
Extract win/loss patterns

If docs connected:

Search for "battlecard [competitor]"
Search for "competitive [competitor]"
Pull existing positioning docs

If chat connected:

Search for "[Competitor]" mentions (last 90 days)
Extract field intel and colleague insights

If transcripts connected:

Search calls for "[Competitor]" mentions
Extract objections and customer quotes

Phase 5: Build HTML Artifact

Structure data for each competitor
Build comparison matrix
Generate individual battlecards
Create talk tracks for each scenario
Compile landmine questions
Render as self-contained HTML
Save as [YourCompany]-battlecard-[date].html

Data Structure Per Competitor

competitor: name: "[Name]" website: "[URL]" profile: founded: "[Year]" funding: "[Stage + amount]" employees: "[Count]" target_market: "[Who they sell to]" pricing_model: "[Per seat / usage / etc.]" market_position: "[Leader / Challenger / Niche]"

what_they_sell: "[Product summary]" their_positioning: "[How they describe themselves]"

recent_releases: - date: "[Date]" release: "[Feature/Product]" impact: "[Why it matters]"

where_they_win: - area: "[Area]" advantage: "[Their strength]" how_to_handle: "[Your counter]"

where_you_win: - area: "[Area]" advantage: "[Your strength]" proof_point: "[Evidence]"

pricing: model: "[How they charge]" entry_price: "[Starting price]" enterprise: "[Enterprise pricing]" hidden_costs: "[Implementation, etc.]" talk_track: "[How to discuss pricing]"

talk_tracks: early_mention: "[Strategy if they come up early]" displacement: "[Strategy if customer uses them]" late_addition: "[Strategy if added late to eval]"

objections: - objection: "[What customer says]" response: "[How to handle]"

landmines: - "[Question that exposes their weakness]"

win_loss: # If ~~CRM~~ connected win_rate: "[X]%" common_win_factors: "[What predicts wins]" common_loss_factors: "[What predicts losses]"

Delivery

✓ Battlecard Created

View your battlecard

Summary

Your Company: [Name]
Competitors Analyzed: [List]
Data Sources: Web research [+ ~~CRM~~] [+ ~~knowledge base~~] [+ ~~conversation intelligence~~]

How to Use

Before a call: Open the relevant competitor tab, review talk tracks
During a call: Reference landmine questions
After win/loss: Update with new intel

Sharing Options

Local file: Open in any browser
Host it: Upload to Netlify, Vercel, or internal wiki
Share directly: Send the HTML file to teammates

Keep it Fresh Run this skill again to refresh with latest intel. Recommended: monthly or before major deals.

Refresh Cadence

Competitive intel gets stale. Recommended refresh:

Trigger Action

Monthly Quick refresh — new releases, news, pricing changes

Before major deal Deep refresh for specific competitor in that deal

After win/loss Update patterns with new data

Competitor announcement Immediate update on that competitor

Tips for Better Intel

Be honest about weaknesses — Credibility comes from acknowledging where competitors are strong
Focus on outcomes, not features — "They have X feature" matters less than "customers achieve Y result"
Update from the field — Best intel comes from actual customer conversations, not just websites
Plant landmines, don't badmouth — Ask questions that expose weaknesses; never trash-talk
Track releases religiously — What they ship tells you their strategy and your opportunity

Related Skills

account-research — Research a specific prospect before reaching out
call-prep — Prep for a call where you know competitor is involved
create-an-asset — Build a custom comparison page for a specific deal