Tracking competitor mentions helps you monitor the frequency and context of competitive discussions in customer conversations, giving you valuable intelligence about your competitive landscape. This guide shows you how to use the Competitor Mentions template in Insight7.
Accessing the Competitor Mentions Template #
Step 1: Navigate to Templates #
- Login to your Insight7 account at https://insight7.io
- You’ll see two main options: Analyze and Templates
- Click on Templates
Step 2: Select Research Category #
- In the templates view, you’ll see different template categories
- Click on Research to see all research template types
- You’ll see five research categories:
- Market Research
- User Research
- Product Research
- Competitive Research ← Click this one
- CX Research
Step 3: Choose Competitive Research #
- Click on Competitive Research
- You’ll see various competitive research templates available
Step 4: Select Track Competitor Mentions Template #
- Find and click on Track Competitor Mentions in Calls
- You’ll see the description: “Monitor frequency & context of mentions”
- This template is specifically designed to identify and analyze competitive discussions
Running Your Competitor Mentions Analysis #
Step 5: Upload Your Files #
- Click Upload Files or the upload button
- Select the conversations you want to analyze
Tips for effective competitor tracking:
- Include calls from the past 3-6 months for current trends
- Upload both won and lost deal conversations
- Include customer success calls where alternatives are discussed
- Add calls from different sales stages (discovery, evaluation, decision)
- Upload conversations from various market segments
- Aim for 20+ conversations for statistically meaningful insights
Step 6: Run Analysis #
- Once your files are uploaded, click Run Analysis
- The system will process your conversations
- Wait for the analysis to complete
- Processing time depends on the number and length of files
Using Competitor Mentions Analysis Effectively #
For Product Teams #
Competitive Feature Analysis
- Identify features customers want that competitors have
- Prioritize features that differentiate from top competitors
- Understand competitive strengths to match or counter
- Validate product strategy against competitive intelligence
Roadmap Planning
- Build features that address competitive gaps
- Invest in areas where you can differentiate
- Defend against competitive advantages
- Create unique capabilities competitors lack
For Sales Teams #
Competitive Battlecards
- Create battlecards for each major competitor
- Include common objections and responses
- Document win strategies by competitor
- Share customer quotes about competitors
Sales Training
- Train on competitive positioning
- Role-play competitive scenarios
- Practice objection handling
- Share win/loss stories and lessons
Deal Strategy
- Identify which competitor you’re up against
- Deploy competitor-specific strategies
- Anticipate questions and objections
- Position strengths against competitor weaknesses
For Marketing Teams #
Competitive Content
- Create comparison pages and content
- Develop thought leadership on competitor weaknesses
- Build SEO content around competitor comparisons
- Address competitor advantages proactively
Positioning and Messaging
- Position against specific competitors
- Develop differentiation messaging
- Create category or comparison frameworks
- Address competitive threats in messaging
Campaign Development
- Run competitive displacement campaigns
- Target competitor customers with known pain points
- Develop switch/migration programs
- Time campaigns around competitive events
For Customer Success Teams #
Retention Strategy
- Monitor when existing customers mention competitors
- Proactively address competitive threats
- Reinforce value and differentiation
- Prevent competitive displacement
Expansion Opportunities
- Position additional features against competitors
- Show how you’re better for expanded use cases
- Demonstrate competitive advantages at scale
- Build loyalty through superior outcomes
For Leadership and Strategy #
Strategic Planning
- Inform strategy with competitive intelligence
- Identify existential competitive threats
- Make M&A or partnership decisions
- Allocate resources to competitive priorities
Market Positioning
- Understand your competitive position
- Identify blue ocean opportunities
- Decide when to compete head-on vs. differentiate
- Define defensible competitive moats
Best Practices for Competitor Tracking #
Comprehensive Monitoring #
Track All Competitive Mentions
- Don’t filter out competitors you think are irrelevant
- Include direct and indirect competitors
- Track substitutes and alternative solutions
- Monitor new and emerging competitors
Cover Full Customer Journey
- Track mentions in sales conversations
- Monitor discussions during onboarding
- Listen for mentions in support calls
- Track competitor references in churn interviews
Regular Analysis Cadence #
Monthly Monitoring
- Track competitor mention trends monthly
- Identify spikes or changes in mentions
- Monitor new competitors emerging
- Adjust competitive strategy promptly
Quarterly Deep Dives
- Comprehensive competitive intelligence review
- Compare trends quarter-over-quarter
- Update competitive positioning and battlecards
- Share insights across organization
Action-Oriented Approach #
Respond to Intelligence
- Update product roadmap based on competitive gaps
- Create or update battlecards immediately
- Train sales teams on new competitive insights
- Develop marketing content addressing findings
Competitive Alerts
- Set up alerts for specific competitor mentions
- Monitor for concerning trends or patterns
- React quickly to competitive threats
- Capitalize on competitor weaknesses
Cross-Functional Sharing #
Distribute Insights Widely
- Share competitive intelligence with all teams
- Create regular competitive updates
- Make data accessible in shared dashboards
- Foster competitive awareness culture
Collaborative Response
- Involve product, sales, and marketing in strategy
- Align on competitive positioning
- Coordinate responses to competitive threats
- Share wins and learnings
Common Competitor Tracking Use Cases #
Win/Loss Analysis
- Understand why you win against certain competitors
- Identify why you lose to others
- Develop strategies to improve win rates
- Train teams on successful competitive approaches
Competitive Positioning
- Position product based on real competitive landscape
- Develop differentiation messaging
- Create comparison frameworks
- Build authentic competitive content
Product Strategy
- Identify feature gaps customers care about
- Prioritize competitive differentiators
- Defend against competitive advantages
- Build unique capabilities
Sales Enablement
- Equip sales with competitive intelligence
- Create effective battlecards
- Train on handling competitive objections
- Share real customer perspectives on competitors
Market Intelligence
- Monitor competitive landscape evolution
- Track emerging threats early
- Understand market dynamics
- Inform strategic decisions
Pricing and Packaging
- Understand competitive pricing perceptions
- Validate pricing strategies
- Identify value vs. price positioning
- Adjust packaging for competitive advantage
