# Competitive Intelligence Toolkit

> A team-level competitive-intel starter kit: a competitor profile template, word-for-word win/loss interview scripts, a synthesis template, and a full 6-week displacement playbook for unseating an incumbent.

Free toolkit for sales managers. Topic: [Sales Content, Playbooks & Battlecards](https://www.peerlab.ai/library/topic/sales-content-playbooks-battlecards/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/competitive-intelligence-toolkit/

## How to use it

Run the win/loss script on your next 3 won and 3 lost deals within two weeks, feed the results into the synthesis template, and use the top 3 themes to update your battlecard before your next quarterly review.

## What's inside

- Competitor profile & battlecard template with win-rate and deal-size tracking fields
- Win/loss interview script: 8 questions for won deals, 7 for lost deals, plus a no-show email script
- Win/loss synthesis template to convert raw interviews into themes and actions
- 6-week "Rip & Replace" displacement playbook with touch-by-touch scripts
- Executive sponsor letter template for displacement plays
- Field intel intake form for reps to log competitor sightings
- Quarterly competitive review meeting agenda

A process kit, not just a document, it gives a manager or small team the scripts and cadence to keep competitive intel current instead of stale.

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## 1. Competitor Profile & Battlecard Template

**Competitor: _____** · Last updated: _____ · Intel source log: _____

| Metric | Value |
|---|---|
| Win rate vs. this competitor (trailing 2 quarters) | |
| Average deal size vs. this competitor | |
| Average sales cycle length vs. this competitor | |
| Most common stage they enter the deal | |

**Positioning statement:** "When prospects choose between us and [Competitor], we win because ___, we lose because ___."

**Objection responses:**
- "They said [X]" → [response]
- "They said [Y]" → [response]

---

## 2. Win/Loss Interview Script

*Best run by someone other than the closing rep, to reduce social-desirability bias.*

### For WON deals
1. "Walk me back to the start, what was happening in the business that made you start looking for a solution at all?"
2. "Who else did you evaluate, and how did you first hear about us or them?"
3. "What were your top 3 evaluation criteria, in order?"
4. "Where did [competitor] do well? I want the honest version, not the polite one."
5. "What was the single moment or piece of evidence that tipped it our way?"
6. "Was there a point where we almost lost this deal? What happened?"
7. "If you were advising a peer evaluating the same options, what would you tell them to watch for?"
8. "1-10, how confident are you this was the right call, and what would move that number?"

### For LOST deals
1. "I'm not trying to win you back, I just want the honest read so we get better. What ultimately drove the decision?"
2. "Who did you go with, and what did they do or say that we didn't?"
3. "Was there a specific moment in our process where you started leaning away from us?"
4. "If price wasn't a factor at all, would the decision have been different?"
5. "Is there anything our team did, or didn't do, during the process that influenced this?"
6. "Would you be open to a follow-up in 6-12 months, or is this a closed door?"
7. "Is there anyone else on your team who'd give me a more complete picture?"

### No-show email script (when they won't take the call)
> Subject: 2 minutes: no pitch, promise
> "Hi [Name], totally understand you're set with [decision]. No agenda except getting better: would you answer 3 quick questions by email (2 minutes)? [insert 3 questions from above]. Appreciate it either way, and wish you and the team well with the rollout."

---

## 3. Win/Loss Synthesis Template

| Theme | # of deals mentioning it | Won-driver or Lost-driver | Competitor most associated | Recommended action | Owner |
|---|---|---|---|---|---|
| Implementation speed | 8 | Won-driver | Competitor A | Feature in top-of-funnel content | Marketing |
| Pricing transparency | 6 | Lost-driver | Competitor B | Publish pricing page | Product Marketing |
| | | | | | |

---

## 4. The "Rip & Replace" Displacement Playbook

### Stage 1: Trigger Identification
Watch for: renewal date approaching within 90 days (often visible via job postings or announcements), competitor product/outage or price-increase news, leadership change at the target account, competitor layoffs or funding trouble.

### Stage 2: 6-Week Multi-Thread Touch Sequence

**Week 1, Touch 1 (email to economic buyer):**
> Subject: Question about [trigger event]
> "Saw [trigger event]: no idea if it's relevant, but we've helped [peer type] navigate exactly that transition without [specific pain, e.g. 'losing 3 months to re-implementation']. Worth 15 minutes to see if it applies to you, or should I leave you be?"

**Week 2, Touch 2 (social touch to champion-level contact):** brief, non-salesy, references one specific proof point or piece of content.

**Week 3, Touch 3 (discovery call, if landed):** focused entirely on what's *not* working with the incumbent, never a feature comparison at this stage.

**Week 4, Touch 4 (risk-reversal offer to economic buyer):** "Given the switching-cost concern, here's what we'd propose: [parallel-run period / included migration support / performance guarantee / price-hold on year one]."

**Week 5, Touch 5, executive sponsor letter (below).**

**Week 6: decision-forcing event:** tie the proposal deadline to a real reason (their fiscal year, a pricing window), never artificial urgency.

### Risk-Reversal Offer Options
- Parallel-run period: both tools live 30-60 days before full cutover
- Migration support included at no charge, named resource, defined hours
- Performance guarantee: defined metric + remedy if not hit by day 90
- Price-hold matching their current spend for year one

### Migration Plan Outline
Discovery/data audit (wk 1-2) → Parallel run (wk 3-6) → Cutover date (wk 7) → Legacy sunset + 30-day hypercare (wk 8-11) → Executive business review (day 90)

### Executive Sponsor Letter Template
> "[Economic buyer name], reaching out directly rather than through the usual channel. We know switching [category] is a real decision. What I can commit to personally: [named executive] as your accountability point for the first 90 days, a defined migration plan with no surprise costs, and a guarantee that if [metric] isn't met by day 90, [remedy]. I'd like 20 minutes with you directly to answer any concerns before your team decides. [Name, Title]"

---

## 5. Field Intel Intake Form

- Deal name / account: _____
- Competitor(s) present: _____
- Stage where competitor entered: _____
- What they claimed (verbatim if possible): _____
- Proof/evidence shown (pricing, demo, reference): _____
- Outcome (won/lost/pending): _____
- Rep's read on why: _____
- Attach: any competitor collateral shared by the prospect
- Submitted by / date: _____

---

## 6. Quarterly Competitive Review Agenda (60-90 min)

- **10 min**: Win rate by competitor, quarter-over-quarter trend
- **15 min**: New intel review from intake forms: any material shift in competitor positioning, pricing, or product?
- **15 min**: Win/loss synthesis: top 3 won-drivers, top 3 lost-drivers
- **15 min**: Battlecard update decisions: what changes, who owns the edit, deadline
- **10 min**, Displacement pipeline review: active Rip & Replace plays and status
- **5 min**, Action items and owners