Competitor Intelligence Playbook

Track what people say about your competitors to find switching opportunities and positioning advantages. This playbook combines scan-based monitoring with OutFoxer competitive reports for a complete intelligence picture.

What this playbook does

Shows you how to systematically monitor competitors, identify their weaknesses from real user feedback, build battle cards, and position your product against their specific failure points.

Who it's for

Sales teams needing competitive intel, product managers tracking market positioning, and agencies helping clients compete.

Step-by-step workflow

1. Identify your top 3-5 competitors — Add them to your client's competitor list. This powers Smart Scan Suggestions and OutFoxer reports.
2. Run competitor scans on review sites — Scan each competitor name on G2, Capterra, Trustpilot, and Reddit. Focus on complaint keywords: "[Competitor] too expensive", "[Competitor] bugs", "[Competitor] support terrible".
3. Generate OutFoxer reports — Go to the client detail page → OutFoxer tab. Generate a competitive report that analyzes each competitor's positioning, strengths, weaknesses, and user sentiment.
4. Build battle cards — From the Sales Arsenal, create battle cards using real competitor complaints from your scans. "Users on G2 say [Competitor] is slow to load and expensive" is far more powerful than generic positioning.
5. Monitor competitor changes — Set up weekly auto-scans for competitor names across review sites and social media. Track how their sentiment changes over time.
6. Find switching opportunities — When someone posts about being frustrated with a competitor, that's a lead. Enrich them and reach out with a message referencing their specific complaint.
7. Track share of voice — Compare mention counts between your client and competitors over time. Are you gaining or losing visibility?

Pro tips

• The most valuable competitive intel comes from recent negative reviews — users describe exactly what failed and what they wish the product did
• Use competitor complaint language in your own marketing — if users complain about "clunky UI" and "slow support," highlight your "intuitive interface" and "same-day support"
• Track competitor pricing discussions — many switching opportunities start with price increases

Related resources

• Full case studies: Competitor Monitoring Case Studies
• Review scanning: Review Site Scans Guide
• Sales arsenal: Content & Your Sales Arsenal

Quick steps

1. Add your top 3-5 competitors to the client's competitor list
2. Run scans for each competitor on review sites: G2, Capterra, Trustpilot, Reddit
3. Generate OutFoxer competitive reports from the client's OutFoxer tab
4. Build battle cards in the Sales Arsenal using real competitor complaints
5. Set up weekly auto-scans for competitor names across review sites and social
6. Find and enrich frustrated competitor users as switching leads
7. Track share of voice — mention counts vs. competitors over time