Competitive Intelligence Monitoring Playbook
Tracks competitor mentions, displacement narratives, and competitive sentiment across calls. Surfaces recurring themes and threat signals to inform positioning strategy and win-loss analysis.
Start building
Deploy this kit stack into your workspace. Customize bricks, scoring, and outputs to match your team.
Without this playbook
Most teams handle competitive intelligence monitoring through scattered call reviews, manager opinion, and isolated examples. Without a shared operational definition, the signals stay inconsistent and difficult to act on across volume.
With this playbook
A shared, repeatable lens for competitive intelligence monitoring - with structured outputs you can route into coaching, reporting, and workflow automation. Every conversation produces evidence, not just opinions.
Built for
Revenue operations, sales leadership, and deal desk teams
When teams use it
- Pipeline review and forecast inspection
- Stage audit and process compliance
- CRM enrichment from conversation evidence
The operational stack
3 kits behind this playbook
Competitive intelligence usually lives in anecdotes and Slack messages. This stack turns it into structured data. The mention kit catches when competitors come up and classifies the context. The positioning kit measures whether the rep responded effectively or let the mention pass. The sentiment kit captures whether the competitor was discussed favourably or unfavourably - which matters more than the mention itself. Together they give product, marketing, and enablement a feed of real competitive signal instead of quarterly survey results.
Competitive Mention Kit
3 bricks
Detects competitor mentions and context.
Included bricks
Customize this kitCompetitor Names Mentioned
String listIdentifies competitor names mentioned in conversation
Competitor Mention Context
CategoryClassifies the context of competitive mention, neutral positive or negative
Competitor Mention Sentiment Score
ScoreScores sentiment around competitor mentions
Competitive Positioning Kit
3 bricks
Measures strength and clarity of rep positioning statements against competitors.
Included bricks
Customize this kitDifferentiation Phrase Present
BooleanDetects phrases where rep positions against competitors
Positioning Strength Score
ScoreScores clarity and strength of differentiation language
Battlecard Alignment State
CategoryChecks alignment with internal battlecard language
Competitive Sentiment Kit
2 bricks
Gauges sentiment context around competitor mentions.
Included bricks
Customize this kitCompetitor Sentiment Label
CategoryScores sentiment of competitor mentions positive negative or neutral
Competitor Mention Context
CategoryClassifies the context of competitive mention, neutral positive or negative
Knowledge base
Supporting materials
The kits in this playbook work best when backed by reference materials that ground the evaluation. Upload these into your workspace knowledge base to improve accuracy and relevance.
Learn more about Knowledge BasesCompetitive battlecards and positioning guides per competitor
Known competitor product features, pricing, and weaknesses
Win/loss reports with competitive themes highlighted
Approved competitive talk tracks and differentiation messaging
Market landscape and analyst reports for your category
Structured output
What you get back
Every conversation processed through this stack produces a structured JSON object. Each brick contributes a typed field - booleans, scores, categories, or string lists - that you can route, aggregate, and report on.
Example output shape
{
"competitor_names_mentioned": [
"signal 1",
"signal 2"
],
"competitor_mention_context": "Strong",
"competitor_mention_sentiment_score": 7,
"differentiation_phrase_present": true,
"positioning_strength_score": 7,
"battlecard_alignment_state": "Strong",
"competitor_sentiment_label": "Strong"
}In practice
How teams use these outputs
The structured outputs from this stack integrate into your existing workflows. Use them wherever you need repeatable, evidence-based signal from conversations.
Pipeline review and forecast inspection
Stage audit and process compliance
CRM enrichment from conversation evidence
Deal risk alerts and workflow triggers
Get started
Deploy this playbook in your workspace
Customizing creates a workspace-owned draft with this playbook's full kit stack. Adjust bricks, scoring, and outputs to fit your team, then publish when ready.