GLOSSARY -> Account Based Marketing - ABM

Competitive Intelligence

Gathering and analyzing information about competitors' strategies, products, pricing, and market positioning to inform your own strategic decisions.

Competitive intelligence is the systematic gathering and analysis of information about competitors—their products, pricing, messaging, customer reception, and strategic moves. It goes beyond simple monitoring to deep analysis that informs your own strategy.

What to Track

Product strategy: Features, roadmap, positioning changes
Pricing: Price points, packaging, discounting patterns
Marketing: Messaging, campaigns, channel strategies
Sales tactics: How they sell, demo approaches, deal structure
Customer sentiment: Reviews, social mentions, win/loss patterns
Hiring and partnerships: Strategic direction signals

Sources

Public information (websites, social media, press releases, job posts), customer interviews, win/loss analysis, industry reports, and competitive intelligence platforms that aggregate data.

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