We’ve worked with a lot of SaaS teams at PeerPanda, and we found that competitive intelligence means very different things depending on who you ask.
But when you bring in a dedicated CI-focused PMM, here’s what good looks like in practice:
1. Market and Competitive Analysis
This is the foundation. A CI PMM isn’t just Googling your top competitor once a month, they’re building a full picture of the landscape.
That includes the usual suspects (direct rivals), the sneaky up-and-comers, and even parallel tech that could throw a curveball down the line.
What they’re doing:
- Building and maintaining detailed competitor profiles (and actually keeping them current).
- Tracking product launches, pricing updates, GTM shifts, and investor buzz.
Using tools like PeerPanda to automate the grunt work, so the analysis can go deeper—not just faster.2.
2. Win/Loss Analysis
This is where things get real. No more guessing, no more “gut feel” from one AE’s feedback. A CI PMM sets up a proper system to dig into what’s happening at the finish line—and what it means upstream.
What that looks like:
- Running structured interviews or surveys post-sale (win and loss)
- Spotting patterns over time, not just one-off anecdotes.
- Feeding those insights back into messaging, sales tactics, even product strategy
3. Sales Enablement
Your sales team is on the front lines, and in crowded markets, having up-to-date battlecards can make a big difference. A PMM for CI should:
- Create competitive battlecards, positioning guides, and objection-handling materials.
- Provide regular training to ensure your salesforce knows how to use this information effectively.
- Update these materials frequently to reflect the latest competitor moves.
4. Cross-functional Collaboration
Competitive intelligence touches multiple teams across the organization. A successful CI expert will collaborate closely with:
- Product Management to inform product roadmaps based on competitor insights.
- Marketing to adjust messaging and campaigns that clearly differentiate your products.
- Sales to provide the tools and training necessary to win deals against competitors.
5. Reporting and Strategic Insights
Leadership doesn’t need a firehose of updates. They need clarity. A great CI PMM filters the chaos and delivers focused takeaways that guide actual decisions.
What that looks like in practice:
- Monthly or quarterly competitor briefings that go beyond surface-level headlines.
- Summaries tied to company priorities (e.g. “Here’s how Competitor A’s new pricing model could impact renewals”).
- Quick-hit updates when something big drops—and strategic recommendations, not just screenshots.