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Who am I competing with?

Competitive intelligence maps who your buyers compare you against, how each competitor positions, prices and wins, and where the gaps are. It turns that research into battle cards and positioning decisions that sales and leadership can act on.

You might be seeing

  • Losing deals to a competitor you barely track
  • Sales improvising objection handling on calls
  • Prospects saying "you all look the same"
  • Pricing pressure without knowing where you can hold value

What's usually happening

Most teams track the competitors they worry about, not the ones buyers actually compare them with. Intel lives in people's heads, goes stale in a quarter, and never reaches the sales call.

How we do it

  1. Identify the real competitive set: direct, adjacent and "do nothing"
  2. Benchmark positioning, features, pricing signals, reviews and ratings, SEO and content
  3. Map ICP overlap and whitespace that competitors are missing
  4. Build battle cards and win/loss talking points
  5. Set up an AI research workflow so the intel stays fresh

What you get

  • Competitive landscape map
  • Positioning scorecard
  • Feature grid & benefit map
  • Reviews benchmark
  • SWOT per competitor
  • Battle cards
  • Whitespace & action plan

Proof: I have run competitor gap analyses and turned them into battle cards and sales plays for sales teams across the US, UK and Costa Rica. I also designed my own AI research product, so the intelligence stays current between deep-dives.

Timeline

2–3 weeks (one-time) · monthly intel refresh (retainer)

Success looks like

Every rep can answer "why you, not them?" in one sentence, and win rate against your top competitor goes up.

Ways to engage

One-time project

Full CI report + battle cards for up to 5 competitors

Monthly retainer

Monthly intel updates, new battle cards, launch alerts

Annual contract

Always-on CI program + quarterly strategy reviews

Key takeaways

  • Map the competitors buyers actually compare you with, not just the ones you worry about.
  • Turn the research into battle cards and positioning decisions, not a slide deck that gets filed.
  • An AI research workflow keeps the intelligence current every month.

Pairs well with

04StrategyValue Proposition & Positioning03StrategyMarket Segmentation & ICP10DigitalAI Agents for Marketing & Sales

Frequently asked questions

What is competitive intelligence in B2B SaaS?

Competitive intelligence is the ongoing practice of gathering and analysing information about competitors, such as positioning, features, pricing signals, reviews and go-to-market moves, and turning it into decisions and sales tools like battle cards.

What should a sales battle card include?

A good battle card includes when you win and lose against that competitor, their key claims and how to counter them, proof points, landmine questions to ask the buyer, and a one-sentence "why us" answer.

How many competitors does the analysis cover?

Up to 5 in depth, and up to 15 in the landscape scan.

Where does the data come from?

Public sources (websites, reviews, pricing pages, job posts, search data) combined with your win/loss notes.

Can my team run it themselves later?

Yes. The AI research workflow can be handed over or hosted for you.

Related insights

Written by Manika Gupta · Last updated 2026-10-13

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