Resources / Guides

Learn competitive
intelligence from first principles.

Frameworks, playbooks, and tactical guides for building a competitive intelligence program - whether you're a team of one or a dedicated CI function.

Featured guide
The definitive guide
Building a Competitive Intelligence Program from Zero
45 min read 12 chapters Free templates
Getting started

The complete playbook for launching a CI function inside your company. Covers stakeholder buy-in, source identification, analysis frameworks, distribution cadences, and measuring ROI - with templates for each stage. Whether you're a product marketer inheriting CI as a side project or building a dedicated team, this guide takes you from zero to running.

What's inside:
✓CI maturity assessment
✓Stakeholder interview template
✓Source mapping worksheet
✓Briefing cadence framework
✓ROI calculator spreadsheet
✓90-day launch plan
Read the guide →
⚔️ How to Build Battle Cards That Sales Actually Uses
Sales enablement
Battle Cards That Win Deals
Why most battle cards collect dust in Google Drive, and how to build cards that reps open during live calls. Covers structure, distribution, and keeping them current.
18 min read · 8 templates →
Win/Loss Analysis: A Complete Framework
Frameworks
The Win/Loss Playbook
How to run structured win/loss interviews, analyze patterns across hundreds of deals, and turn findings into actionable changes to product, positioning, and sales process.
25 min read · Interview scripts →
Competitive Pricing Intelligence
Strategy
Reading a Competitor's Pricing Moves
A pricing change is never just a pricing change. Learn to decode what competitor pricing moves signal about their strategy, financial health, and market positioning.
15 min read · Pricing matrix template →
Briefing Executives on Competitive Threats
Strategy
Executive Briefings That Drive Action
How to structure competitive briefings for C-suite audiences. Format, frequency, severity frameworks, and how to make recommendations that leadership actually acts on.
12 min read · Briefing templates →
CI for Product Teams
Product
Competitive Intelligence for Product Managers
How to systematically track competitor product changes, feature launches, and roadmap signals - and feed them into your own product planning process without becoming reactive.
20 min read · Feature tracking sheet →
CI for SaaS: A Starter Guide
Getting started
Competitive Intelligence for SaaS Companies
SaaS moves fast. Competitors ship features weekly, change pricing overnight, and launch campaigns without warning. Here's how to keep up without drowning in noise.
14 min read · SaaS CI checklist →
AI-Powered Competitive Intelligence
AI & automation
How AI Changes Competitive Intelligence
From manual Google Alerts to AI-generated strategic briefings: what's now possible with LLMs, how to evaluate AI CI tools, and what still requires human judgment.
16 min read →
Hiring Signals as Competitive Intelligence
Frameworks
Reading a Competitor's Job Postings
Job postings are the most underused source of competitive intelligence. Learn how to decode hiring patterns into strategic signals about product direction, market expansion, and financial health.
10 min read · Signal decoder →
⭐ Mining Competitor Reviews for Sales Ammo
Sales enablement
Turning G2 Reviews Into Closed Deals
How to systematically extract objections, complaints, and praise from G2, Capterra, and TrustRadius - and turn them into talking points, objection handlers, and case study leads.
12 min read · Review analysis template →
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Free CI Template Library

Battle card templates, briefing formats, win/loss interview scripts, competitor tracking spreadsheets, and more. All the documents you need to run a CI program, free to download.

Browse templates →
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