Sales Strategyguide
Competitive Intelligence Guide: Know Your Rivals Inside Out
Framework for gathering, organizing, and leveraging competitive intelligence in sales conversations and strategic planning.
LeadFinder Sales Team13 min read466 downloads
Competitive Intelligence Is a Sales Weapon
Deals aren't lost to competitors — they're lost to reps who don't understand the competitive landscape. This guide builds your CI muscle.
The Competitive Intelligence Framework
Layer 1: Public Intelligence
- Website and product pages
- Pricing pages (screenshot monthly)
- Blog and content strategy
- Job postings (reveal strategic priorities)
- Press releases and news
Layer 2: Customer Intelligence
- Win/loss interviews
- G2/Capterra reviews
- Customer advisory board feedback
- Support ticket themes
Layer 3: Market Intelligence
- Analyst reports (Gartner, Forrester)
- Industry conferences
- Patent filings
- Partnership announcements
The Competitive Battle Card Template
Create one for each top competitor:
| Section | Content |
|---|---|
| Overview | Company size, funding, market position |
| Strengths | What they do well (be honest) |
| Weaknesses | Where they fall short |
| Pricing | Their pricing model vs. ours |
| Key Differentiators | Why we win against them |
| Landmines | Questions to ask that expose their weaknesses |
| Objection Handlers | How to respond when prospect mentions them |
Using CI in Sales Conversations
Do:
- Ask "Who else are you evaluating?" early
- Acknowledge competitor strengths genuinely
- Focus on differentiation, not bashing
- Use customer proof points
Don't:
- Badmouth competitors (makes you look insecure)
- Lie about competitor capabilities
- Ignore the competition (buyer will notice)
- Use outdated information
CI Update Cadence
| Activity | Frequency |
|---|---|
| Review competitor websites | Monthly |
| Update battle cards | Quarterly |
| Win/loss analysis | After every deal |
| Competitive team meeting | Monthly |
| Full competitive audit | Annually |
From the LeadFinder Sales Team — stay ahead with real-time market intelligence.
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