Competitive Intelligence
Definition
Competitive intelligence in sales is the systematic collection and analysis of information about competitors to inform sales strategy, messaging, and positioning. For conversation intelligence, competitive intelligence specifically refers to extracting competitor mentions, comparisons, and objections from sales calls to understand how prospects view the competitive landscape.
Why Your Best Competitive Intelligence Lives in Sales Calls
Market research and analyst reports provide general competitive intelligence, but the most actionable insights come from what prospects actually say about competitors in sales conversations. When a prospect says "We are also looking at [competitor] because they offer X," that is a direct signal about competitive positioning and perceived gaps. Mining these mentions across hundreds of calls reveals patterns: which competitors appear most, which features they use as differentiators, and how they position against you. This intelligence is more current and specific than any analyst report because it comes directly from the buying process.
How Callbricks Helps
Callbricks mines competitor mentions across your entire call archive. See which competitors appear most, what prospects say about them, how your reps respond, and which competitive responses lead to wins. Build evidence-based competitive playbooks from real buyer feedback.
Key Takeaways
- 1.Sales calls contain the most current and specific competitive intelligence available to any organization.
- 2.Mining competitor mentions across many calls reveals positioning patterns and feature comparison trends.
- 3.Competitive playbooks should be built from real prospect feedback, not just marketing assumptions.
- 4.Tracking competitive mention trends over time reveals market shifts and emerging competitors.
Frequently Asked Questions
Put Competitive Intelligence Into Practice
Callbricks helps agencies apply these concepts with real data from their sales calls. Start mining your call archive today.