Agent skill

competitive-intelligence

Research your competitors and build an interactive battlecard. Outputs an HTML artifact with clickable competitor cards and a comparison matrix. Trigger with "competitive intel", "research competitors", "how do we compare to [competitor]", "battlecard for [competitor]", or "what's new with [competitor]".

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Install this agent skill to your Project

npx add-skill https://github.com/anthropics/knowledge-work-plugins/tree/main/sales/skills/competitive-intelligence

SKILL.md

Competitive Intelligence

Research your competitors extensively and generate an interactive HTML battlecard you can use in deals. The output is a self-contained artifact with clickable competitor tabs and an overall comparison matrix.

How It Works

┌─────────────────────────────────────────────────────────────────┐
│                  COMPETITIVE INTELLIGENCE                        │
├─────────────────────────────────────────────────────────────────┤
│  ALWAYS (works standalone via web search)                        │
│  ✓ Competitor product deep-dive: features, pricing, positioning │
│  ✓ Recent releases: what they've shipped in last 90 days        │
│  ✓ Your company releases: what you've shipped to counter        │
│  ✓ Differentiation matrix: where you win vs. where they win     │
│  ✓ Sales talk tracks: how to position against each competitor   │
│  ✓ Landmine questions: expose their weaknesses naturally        │
├─────────────────────────────────────────────────────────────────┤
│  OUTPUT: Interactive HTML Battlecard                             │
│  ✓ Comparison matrix overview                                    │
│  ✓ Clickable tabs for each competitor                           │
│  ✓ Dark theme, professional styling                             │
│  ✓ Self-contained HTML file — share or host anywhere            │
├─────────────────────────────────────────────────────────────────┤
│  SUPERCHARGED (when you connect your tools)                      │
│  + CRM: Win/loss data, competitor mentions in closed deals      │
│  + Docs: Existing battlecards, competitive playbooks            │
│  + Chat: Internal intel, field reports from colleagues          │
│  + Transcripts: Competitor mentions in customer calls           │
└─────────────────────────────────────────────────────────────────┘

Getting Started

When you run this skill, I'll ask for context:

Required:

  • What company do you work for? (or I'll detect from your email)
  • Who are your main competitors? (1-5 names)

Optional:

  • Which competitor do you want to focus on first?
  • Any specific deals where you're competing against them?
  • Pain points you've heard from customers about competitors?

If I already have your seller context from a previous session, I'll confirm and skip the questions.

Connectors (Optional)

Connector What It Adds
CRM Win/loss history against each competitor, deal-level competitor tracking
Docs Existing battlecards, product comparison docs, competitive playbooks
Chat Internal chat intel (e.g. Slack) — what your team is hearing from the field
Transcripts Competitor mentions in customer calls, objections raised

No connectors? Web research works great. I'll pull everything from public sources — product pages, pricing, blogs, release notes, reviews, job postings.

Output: Interactive HTML Battlecard

The skill generates a self-contained HTML file with:

1. Comparison Matrix (Landing View)

Overview comparing you vs. all competitors at a glance:

  • Feature comparison grid
  • Pricing comparison
  • Market positioning
  • Win rate indicators (if CRM connected)

2. Competitor Tabs (Click to Expand)

Each competitor gets a clickable card that expands to show:

  • Company profile (size, funding, target market)
  • What they sell and how they position
  • Recent releases (last 90 days)
  • Where they win vs. where you win
  • Pricing intelligence
  • Talk tracks for different scenarios
  • Objection handling
  • Landmine questions

3. Your Company Card

  • Your releases (last 90 days)
  • Your key differentiators
  • Proof points and customer quotes

HTML Structure

html
<!DOCTYPE html>
<html>
<head>
    <title>Battlecard: [Your Company] vs Competitors</title>
    <style>
        /* Dark theme, professional styling */
        /* Tabbed navigation */
        /* Expandable cards */
        /* Responsive design */
    </style>
</head>
<body>
    <!-- Header with your company + date -->
    <header>
        <h1>[Your Company] Competitive Battlecard</h1>
        <p>Generated: [Date] | Competitors: [List]</p>
    </header>

    <!-- Tab Navigation -->
    <nav class="tabs">
        <button class="tab active" data-tab="matrix">Comparison Matrix</button>
        <button class="tab" data-tab="competitor-1">[Competitor 1]</button>
        <button class="tab" data-tab="competitor-2">[Competitor 2]</button>
        <button class="tab" data-tab="competitor-3">[Competitor 3]</button>
    </nav>

    <!-- Comparison Matrix Tab -->
    <section id="matrix" class="tab-content active">
        <h2>Head-to-Head Comparison</h2>
        <table class="comparison-matrix">
            <!-- Feature rows with you vs each competitor -->
        </table>

        <h2>Quick Win/Loss Guide</h2>
        <div class="win-loss-grid">
            <!-- Per-competitor: when you win, when you lose -->
        </div>
    </section>

    <!-- Individual Competitor Tabs -->
    <section id="competitor-1" class="tab-content">
        <div class="battlecard">
            <div class="profile"><!-- Company info --></div>
            <div class="differentiation"><!-- Where they win / you win --></div>
            <div class="talk-tracks"><!-- Scenario-based positioning --></div>
            <div class="objections"><!-- Common objections + responses --></div>
            <div class="landmines"><!-- Questions to ask --></div>
        </div>
    </section>

    <script>
        // Tab switching logic
        // Expand/collapse sections
    </script>
</body>
</html>

Visual Design

Color System

css
:root {
    /* Dark theme base */
    --bg-primary: #0a0d14;
    --bg-elevated: #0f131c;
    --bg-surface: #161b28;
    --bg-hover: #1e2536;

    /* Text */
    --text-primary: #ffffff;
    --text-secondary: rgba(255, 255, 255, 0.7);
    --text-muted: rgba(255, 255, 255, 0.5);

    /* Accent (your brand or neutral) */
    --accent: #3b82f6;
    --accent-hover: #2563eb;

    /* Status indicators */
    --you-win: #10b981;
    --they-win: #ef4444;
    --tie: #f59e0b;
}

Card Design

  • Rounded corners (12px)
  • Subtle borders (1px, low opacity)
  • Hover states with slight elevation
  • Smooth transitions (200ms)

Comparison Matrix

  • Sticky header row
  • Color-coded winner indicators (green = you, red = them, yellow = tie)
  • Expandable rows for detail

Execution Flow

Phase 1: Gather Seller Context

If first time:
1. Ask: "What company do you work for?"
2. Ask: "What do you sell? (product/service in one line)"
3. Ask: "Who are your main competitors? (up to 5)"
4. Store context for future sessions

If returning user:
1. Confirm: "Still at [Company] selling [Product]?"
2. Ask: "Same competitors, or any new ones to add?"

Phase 2: Research Your Company (Always)

Web searches:
1. "[Your company] product" — current offerings
2. "[Your company] pricing" — pricing model
3. "[Your company] news" — recent announcements (90 days)
4. "[Your company] product updates OR changelog OR releases" — what you've shipped
5. "[Your company] vs [competitor]" — existing comparisons

Phase 3: Research Each Competitor (Always)

For each competitor, run:
1. "[Competitor] product features" — what they offer
2. "[Competitor] pricing" — how they charge
3. "[Competitor] news" — recent announcements
4. "[Competitor] product updates OR changelog OR releases" — what they've shipped
5. "[Competitor] reviews G2 OR Capterra OR TrustRadius" — customer sentiment
6. "[Competitor] vs [alternatives]" — how they position
7. "[Competitor] customers" — who uses them
8. "[Competitor] careers" — hiring signals (growth areas)

Phase 4: Pull Connected Sources (If Available)

If CRM connected:
1. Query closed-won deals with competitor field = [Competitor]
2. Query closed-lost deals with competitor field = [Competitor]
3. Extract win/loss patterns

If docs connected:
1. Search for "battlecard [competitor]"
2. Search for "competitive [competitor]"
3. Pull existing positioning docs

If chat connected:
1. Search for "[Competitor]" mentions (last 90 days)
2. Extract field intel and colleague insights

If transcripts connected:
1. Search calls for "[Competitor]" mentions
2. Extract objections and customer quotes

Phase 5: Build HTML Artifact

1. Structure data for each competitor
2. Build comparison matrix
3. Generate individual battlecards
4. Create talk tracks for each scenario
5. Compile landmine questions
6. Render as self-contained HTML
7. Save as [YourCompany]-battlecard-[date].html

Data Structure Per Competitor

yaml
competitor:
  name: "[Name]"
  website: "[URL]"
  profile:
    founded: "[Year]"
    funding: "[Stage + amount]"
    employees: "[Count]"
    target_market: "[Who they sell to]"
    pricing_model: "[Per seat / usage / etc.]"
    market_position: "[Leader / Challenger / Niche]"

  what_they_sell: "[Product summary]"
  their_positioning: "[How they describe themselves]"

  recent_releases:
    - date: "[Date]"
      release: "[Feature/Product]"
      impact: "[Why it matters]"

  where_they_win:
    - area: "[Area]"
      advantage: "[Their strength]"
      how_to_handle: "[Your counter]"

  where_you_win:
    - area: "[Area]"
      advantage: "[Your strength]"
      proof_point: "[Evidence]"

  pricing:
    model: "[How they charge]"
    entry_price: "[Starting price]"
    enterprise: "[Enterprise pricing]"
    hidden_costs: "[Implementation, etc.]"
    talk_track: "[How to discuss pricing]"

  talk_tracks:
    early_mention: "[Strategy if they come up early]"
    displacement: "[Strategy if customer uses them]"
    late_addition: "[Strategy if added late to eval]"

  objections:
    - objection: "[What customer says]"
      response: "[How to handle]"

  landmines:
    - "[Question that exposes their weakness]"

  win_loss: # If CRM connected
    win_rate: "[X]%"
    common_win_factors: "[What predicts wins]"
    common_loss_factors: "[What predicts losses]"

Delivery

markdown
## ✓ Battlecard Created

[View your battlecard](file:///path/to/[YourCompany]-battlecard-[date].html)

---

**Summary**
- **Your Company**: [Name]
- **Competitors Analyzed**: [List]
- **Data Sources**: Web research [+ CRM] [+ Docs] [+ Transcripts]

---

**How to Use**
- **Before a call**: Open the relevant competitor tab, review talk tracks
- **During a call**: Reference landmine questions
- **After win/loss**: Update with new intel

---

**Sharing Options**
- **Local file**: Open in any browser
- **Host it**: Upload to Netlify, Vercel, or internal wiki
- **Share directly**: Send the HTML file to teammates

---

**Keep it Fresh**
Run this skill again to refresh with latest intel. Recommended: monthly or before major deals.

Refresh Cadence

Competitive intel gets stale. Recommended refresh:

Trigger Action
Monthly Quick refresh — new releases, news, pricing changes
Before major deal Deep refresh for specific competitor in that deal
After win/loss Update patterns with new data
Competitor announcement Immediate update on that competitor

Tips for Better Intel

  1. Be honest about weaknesses — Credibility comes from acknowledging where competitors are strong
  2. Focus on outcomes, not features — "They have X feature" matters less than "customers achieve Y result"
  3. Update from the field — Best intel comes from actual customer conversations, not just websites
  4. Plant landmines, don't badmouth — Ask questions that expose weaknesses; never trash-talk
  5. Track releases religiously — What they ship tells you their strategy and your opportunity

Related Skills

  • account-research — Research a specific prospect before reaching out
  • call-prep — Prep for a call where you know competitor is involved
  • create-an-asset — Build a custom comparison page for a specific deal

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