competitive-intel
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ChineseCompetitive Intelligence
竞争情报
Systematic competitor tracking. Not obsession — intelligence that drives real decisions.
系统化的竞品追踪。不是盲目紧盯，而是能驱动实际决策的情报。
Keywords
关键词
competitive intelligence, competitor analysis, battlecard, win/loss analysis, competitive positioning, competitive tracking, market intelligence, competitor research, SWOT, competitive map, feature gap analysis, competitive strategy
竞争情报、竞品分析、作战卡片、赢单/丢单分析、竞品定位、竞品追踪、市场情报、竞品调研、SWOT、竞品图谱、功能差距分析、竞争策略
Quick Start
快速开始
/ci:landscape — Map your competitive space (direct, indirect, future)
/ci:battlecard [name] — Build a sales battlecard for a specific competitor
/ci:winloss — Analyze recent wins and losses by reason
/ci:update [name] — Track what a competitor did recently
/ci:map — Build competitive positioning map/ci:landscape — 绘制你的竞争版图（直接、间接、潜在竞品）
/ci:battlecard [name] — 为特定竞品制作销售作战卡片
/ci:winloss — 按原因分析近期赢单与丢单情况
/ci:update [name] — 追踪特定竞品的最新动态
/ci:map — 制作竞品定位图谱Framework: 5-Layer Intelligence System
框架：五层情报体系
Layer 1: Competitor Identification
第一层：竞品识别
Direct competitors: Same ICP, same problem, comparable solution, similar price point.
Indirect competitors: Same budget, different solution (including "do nothing" and "build in-house").
Future competitors: Well-funded startups in adjacent space; large incumbents with stated roadmap overlap.
The 2x2 Threat Matrix:
| Same ICP | Different ICP | |
|---|---|---|
| Same problem | Direct threat | Adjacent (watch) |
| Different problem | Displacement risk | Ignore for now |
Update this quarterly. Who's moved quadrants?
直接竞品： 相同ICP，解决相同问题，方案具有可比性，价格区间相近。
间接竞品： 预算相同，解决方案不同（包括"不采取行动"和"内部自建"）。
潜在竞品： 资金充足的相邻赛道初创公司；路线图存在重叠的大型头部企业。
2x2威胁矩阵：
| 相同ICP | 不同ICP | |
|---|---|---|
| 解决相同问题 | 直接威胁 | 相邻威胁（重点关注） |
| 解决不同问题 | 替代风险 | 暂时忽略 |
每季度更新一次。哪些竞品的象限发生了变化？
Layer 2: Tracking Dimensions
第二层：追踪维度
Track these 8 dimensions per competitor:
| Dimension | Sources | Cadence |
|---|---|---|
| Product moves | Changelog, G2/Capterra reviews, Twitter/LinkedIn | Monthly |
| Pricing changes | Pricing page, sales call intel, customer feedback | Triggered |
| Funding | Crunchbase, TechCrunch, LinkedIn | Triggered |
| Hiring signals | LinkedIn job postings, Indeed | Monthly |
| Partnerships | Press releases, co-marketing | Triggered |
| Customer wins | Case studies, review sites, LinkedIn | Monthly |
| Customer losses | Win/loss interviews, churned accounts | Ongoing |
| Messaging shifts | Homepage, ads (Facebook/Google Ad Library) | Quarterly |
针对每个竞品，追踪以下8个维度：
| 维度 | 信息来源 | 更新频率 |
|---|---|---|
| 产品动态 | 更新日志、G2/Capterra评价、Twitter/LinkedIn | 每月 |
| 价格变动 | 定价页面、销售通话情报、客户反馈 | 触发式更新 |
| 融资情况 | Crunchbase、TechCrunch、LinkedIn | 触发式更新 |
| 招聘信号 | LinkedIn职位发布、Indeed | 每月 |
| 合作动态 | 新闻稿、联合营销活动 | 触发式更新 |
| 客户赢单 | 案例研究、评价网站、LinkedIn | 每月 |
| 客户流失 | 赢单/丢单访谈、流失客户 | 持续更新 |
| 话术调整 | 官网首页、广告（Facebook/Google广告库） | 每季度 |
Layer 3: Analysis Frameworks
第三层：分析框架
SWOT per Competitor:
- Strengths: What do they do well? Where do they win?
- Weaknesses: Where do they lose? What do customers complain about?
- Opportunities: What could they do that would threaten you?
- Threats: What's their existential risk?
Competitive Positioning Map (2 axis):
Choose axes that matter for your buyers:
- Common: Price vs Feature Depth; Enterprise-ready vs SMB-ready; Easy to implement vs Configurable
- Pick axes that show YOUR differentiation clearly
Feature Gap Analysis:
| Feature | You | Competitor A | Competitor B | Gap status |
|---|---|---|---|---|
| [Feature] | ✅ | ✅ | ❌ | Your advantage |
| [Feature] | ❌ | ✅ | ✅ | Gap — roadmap? |
| [Feature] | ✅ | ❌ | ❌ | Moat |
| [Feature] | ❌ | ❌ | ✅ | Competitor B only |
单竞品SWOT分析：
- 优势：他们哪些方面做得好？在哪里赢单？
- 劣势：他们在哪里丢单？客户抱怨什么？
- 机会：他们可能采取什么行动对我们构成威胁？
- 威胁：他们面临哪些致命风险？
竞品定位图谱（双轴）：
选择对买家重要的维度作为坐标轴：
- 常见组合：价格 vs 功能深度；企业级适配 vs SMB适配；易实施 vs 可配置
- 选择能清晰体现我方差异化的坐标轴
功能差距分析：
| 功能 | 我方 | 竞品A | 竞品B | 差距状态 |
|---|---|---|---|---|
| [功能名称] | ✅ | ✅ | ❌ | 我方优势 |
| [功能名称] | ❌ | ✅ | ✅ | 差距——需纳入路线图？ |
| [功能名称] | ✅ | ❌ | ❌ | 核心壁垒 |
| [功能名称] | ❌ | ❌ | ✅ | 仅竞品B具备 |
Layer 4: Output Formats
第四层：输出格式
For Sales (CRO): Battlecards — one page per competitor, designed for pre-call prep.
See
templates/battlecard-template.mdFor Marketing (CMO): Positioning update — message shifts, new differentiators, claims to stop or start making.
For Product (CPO): Feature gap summary — what customers ask for that we don't have, what competitors ship, what to reprioritize.
For CEO/Board: Monthly competitive summary — 1-page: who moved, what it means, recommended responses.
面向销售（CRO）： 作战卡片——每个竞品一页，用于售前准备。
See
templates/battlecard-template.md面向营销（CMO）： 定位更新——话术调整、新差异化点、需停止或启用的宣传主张。
面向产品（CPO）： 功能差距总结——客户需求但我方未提供的功能、竞品已上线的功能、需重新排序的优先级。
面向CEO/董事会： 月度竞品总结——1页内容：竞品动态、影响分析、建议应对措施。
Layer 5: Intelligence Cadence
第五层：情报更新节奏
Monthly (scheduled):
- Review all tier-1 competitors (direct threats, top 3)
- Update battlecards with new intel
- Publish 1-page summary to leadership
Triggered (event-based):
- Competitor raises funding → assess implications within 48 hours
- Competitor launches major feature → product + sales response within 1 week
- Competitor poaches key customer → win/loss interview within 2 weeks
- Competitor changes pricing → analyze and respond within 1 week
Quarterly:
- Full competitive landscape review
- Update positioning map
- Refresh ICP competitive threat assessment
- Add/remove companies from tracking list
月度（定期）：
- 复盘所有一级竞品（直接威胁，Top3）
- 用新情报更新作战卡片
- 向管理层发布1页总结
触发式（事件驱动）：
- 竞品完成融资→48小时内评估影响
- 竞品发布重大功能→产品+销售团队1周内给出应对方案
- 竞品挖走核心客户→2周内完成赢单/丢单访谈
- 竞品调整价格→1周内分析并给出应对方案
季度：
- 全面复盘竞争版图
- 更新竞品定位图谱
- 刷新ICP竞争威胁评估
- 更新追踪竞品名单
Win/Loss Analysis
赢单/丢单分析
This is the highest-signal competitive data you have. Most companies do it too rarely.
When to interview:
- Every lost deal >$50K ACV
- Every churn >6 months tenure
- Every competitive win (learn why — it may not be what you think)
Who conducts it:
- NOT the AE who worked the deal (too close, prospect won't be candid)
- Customer success, product team, or external researcher
Question structure:
- "Walk me through your evaluation process"
- "Who else were you considering?"
- "What were the top 3 criteria in your decision?"
- "Where did [our product] fall short?"
- "What was the deciding factor?"
- "What would have changed your decision?"
Aggregate findings monthly:
- Win reasons (rank by frequency)
- Loss reasons (rank by frequency)
- Competitor win rates (by competitor, by segment)
- Patterns over time
这是你拥有的最高价值竞争数据。大多数企业开展这项工作的频率过低。
访谈时机：
- 所有ACV超过5万美元的丢单
- 所有留存期超过6个月的客户流失
- 所有竞争性赢单（了解原因——可能和你想的不一样）
访谈执行者：
- 不能是负责该订单的AE（距离过近，客户不会坦诚）
- 应由客户成功团队、产品团队或外部研究员执行
问题结构：
- "请带我回顾一下你的选型过程"
- "你还考虑过哪些其他方案？"
- "你决策时的三大核心标准是什么？"
- "[我方产品]在哪些方面存在不足？"
- "决定最终选择的关键因素是什么？"
- "什么会改变你的决策？"
月度汇总发现：
- 赢单原因（按频率排序）
- 丢单原因（按频率排序）
- 竞品赢单率（按竞品、按细分领域）
- 长期趋势模式
The Balance: Intelligence Without Obsession
平衡之道：掌握情报而非沉迷竞品
Signs you're over-tracking competitors:
- Roadmap decisions are primarily driven by "they just shipped X"
- Team morale drops when competitors fundraise
- You're shipping features you don't believe in to match their checklist
- Pricing discussions always start with "well, they charge X"
Signs you're under-tracking:
- Your AEs get blindsided on calls
- Prospects know more about competitors than your team does
- You missed a major product launch until customers told you
- Your positioning hasn't changed in 12+ months despite market moves
The right posture:
- Know competitors well enough to win against them
- Don't let them set your agenda
- Your roadmap is led by customer problems, informed by competitive gaps
过度追踪竞品的迹象：
- 路线图决策主要受"他们刚上线了X"驱动
- 竞品融资时团队士气下降
- 为了匹配竞品的功能清单，上线自己并不认可的功能
- 定价讨论总是从"他们定价X"开始
追踪不足的迹象：
- 销售AE在通话中被竞品信息打个措手不及
- 客户比你的团队更了解竞品
- 直到客户告知才发现竞品的重大产品发布
- 尽管市场变化，你的定位已12个月以上未调整
正确的姿态：
- 足够了解竞品以击败他们
- 不要让他们主导你的议程
- 你的路线图由客户问题驱动，同时参考竞争差距
Distributing Intelligence
情报分发
| Audience | Format | Cadence | Owner |
|---|---|---|---|
| AEs + SDRs | Updated battlecards in CRM | Monthly + triggered | CRO |
| Product | Feature gap analysis | Quarterly | CPO |
| Marketing | Positioning brief | Quarterly | CMO |
| Leadership | 1-page competitive summary | Monthly | CEO/COO |
| Board | Competitive landscape slide | Quarterly | CEO |
One source of truth: All competitive intel lives in one place (Notion, Confluence, Salesforce). Avoid Slack-only distribution — it disappears.
| 受众 | 格式 | 更新频率 | 负责人 |
|---|---|---|---|
| AEs + SDRs | CRM中的更新版作战卡片 | 月度+触发式 | CRO |
| 产品团队 | 功能差距分析 | 季度 | CPO |
| 营销团队 | 定位简报 | 季度 | CMO |
| 管理层 | 1页竞品总结 | 月度 | CEO/COO |
| 董事会 | 竞争版图幻灯片 | 季度 | CEO |
单一信息源： 所有竞争情报存储在同一平台（Notion、Confluence、Salesforce）。避免仅通过Slack分发——信息会丢失。
Red Flags in Competitive Intelligence
竞争情报中的危险信号
| Signal | What it means |
|---|---|
| Competitor's win rate >50% in your core segment | Fundamental positioning problem, not sales problem |
| Same objection from 5+ deals: "competitor has X" | Feature gap that's real, not just optics |
| Competitor hired 10 engineers in your domain | Major product investment incoming |
| Competitor raised >$20M and targets your ICP | 12-month runway for them to compete hard |
| Prospects evaluate you to justify competitor decision | You're the "check box" — fix perception or segment |
| 信号 | 含义 |
|---|---|
| 竞品在你的核心细分领域赢单率>50% | 是根本性定位问题，而非销售问题 |
| 5个以上订单出现相同异议："竞品有X功能" | 这是真实的功能差距，而非认知问题 |
| 竞品在你的领域招聘了10名工程师 | 即将有重大产品投入 |
| 竞品融资超过2000万美元且瞄准你的ICP | 他们有12个月的资金全力竞争 |
| 客户评估我方只是为了给选择竞品找理由 | 你只是"凑数选项"——需调整认知或细分市场 |
Integration with C-Suite Roles
与高管角色的整合
| Intelligence Type | Feeds To | Output Format |
|---|---|---|
| Product moves | CPO | Roadmap input, feature gap analysis |
| Pricing changes | CRO, CFO | Pricing response recommendations |
| Funding rounds | CEO, CFO | Strategic positioning update |
| Hiring signals | CHRO, CTO | Talent market intelligence |
| Customer wins/losses | CRO, CMO | Battlecard updates, positioning shifts |
| Marketing campaigns | CMO | Counter-positioning, channel intelligence |
| 情报类型 | 对接对象 | 输出格式 |
|---|---|---|
| 产品动态 | CPO | 路线图输入、功能差距分析 |
| 价格变动 | CRO、CFO | 定价应对建议 |
| 融资轮次 | CEO、CFO | 战略定位更新 |
| 招聘信号 | CHRO、CTO | 人才市场情报 |
| 客户赢单/流失 | CRO、CMO | 作战卡片更新、定位调整 |
| 营销活动 | CMO | 反定位策略、渠道情报 |
References
参考资料
- — OSINT sources, win/loss framework, positioning map construction
references/ci-playbook.md - — sales battlecard template
templates/battlecard-template.md
- — 开源情报来源、赢单/丢单框架、定位图谱制作指南
references/ci-playbook.md - — 销售作战卡片模板
templates/battlecard-template.md