CMO · Toolkit · Advanced · Saves 70+ hours
Competitive Intelligence System
A system for gathering, analyzing, and distributing competitive intelligence on an ongoing basis.
What's included
- Intelligence Collection
- Primary sources (sales, customers, partners)
- Secondary sources (web, social, news)
- Tools and automation
- Collection cadence
- Analysis Framework
- Competitor profiles
- Capability tracking
- Strategy analysis
- Threat assessment
- Distribution System
- Audience-specific formats
- Alert mechanisms
- Self-serve access
- Training and enablement
- Governance
- Legal and ethical guidelines
- Source verification
- Accuracy standards
- Update requirements
Best used when
- Building CI capability
- Competitive market entry
- Losing deals to competitors
- Strategic planning
- M&A target research
Why this is Gold
Most CI is reactive and ad-hoc. This system creates proactive, continuous intelligence that keeps you ahead of competitive moves.
The template
The Template
COLLECTION FRAMEWORK
Primary Sources
| Source | Type | Method |
|---|---|---|
| Sales calls | Firsthand | Debrief forms |
| Win/loss | Buyer insight | Interviews |
| Customers | Market view | Conversations |
| Partners | Ecosystem | Meetings |
Secondary Sources
| Source | What to Monitor | Tools |
|---|---|---|
| Website | Messaging, pricing | Visualping |
| Social | Announcements | Brandwatch |
| News | Press releases | Google Alerts |
| Jobs | Hiring = strategy | |
| Reviews | Customer sentiment | G2, Capterra |
COMPETITOR PROFILE
Profile Template
| Section | Content |
|---|---|
| Company | |
| Overview | What they do |
| Funding | Stage, investors |
| Team | Key people |
| Product | |
| Core offering | Description |
| Key features | List |
| Pricing | Model, price points |
| Strategy | |
| Target market | Who they sell to |
| Positioning | How they position |
| GTM | How they sell |
| Strengths | |
| What they do well | List |
| Weaknesses | |
| Where they fall short | List |
DISTRIBUTION
Audience-Specific Outputs
| Audience | Format | Content |
|---|---|---|
| Sales | Battlecard | Win tactics |
| Executive | Brief | Strategic view |
| Product | Analysis | Feature gaps |
| Marketing | Messaging | Differentiation |
Alert Types
| Alert | Trigger | Distribution |
|---|---|---|
| Critical | Major launch, pricing | Immediate |
| Standard | Website changes | Weekly digest |
| Informational | News mention | Monthly summary |
Frequently asked questions
What is the Competitive Intelligence System?
A system for gathering, analyzing, and distributing competitive intelligence on an ongoing basis.
Who is the Competitive Intelligence System for?
It is built for CMOs and their teams working on Product Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Competitive Intelligence System take to use?
It saves roughly 70+ hours versus building from scratch. Our AI coach can tailor the toolkit to your situation in minutes, then hand you a step-by-step plan.
Is the Competitive Intelligence System free?
Yes. You can read the full toolkit and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Competitive Intelligence System?
The coach teaches you the framework, asks a few questions about your business, tailors the toolkit to you, and gives you measurable next steps to execute.