---
title: "What Is Competitive Intelligence? Definition | ONEGTMLAB"
description: "Competitive intelligence is gathering and analyzing public information about competitors to make better decisions. Learn how sales and marketing use it."
canonical: https://www.onegtmlab.dev/glossary/competitive-intelligence
---

# What Is Competitive Intelligence? Definition | ONEGTMLAB

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GTM Glossary

# Competitive Intelligence

Competitive intelligence is the ongoing practice of gathering and analyzing information about competitors and the market, from public and legitimate sources, to support better business decisions.

Also called: competitor intelligence, competitor analysis

## Why it matters

Buyers compare options, so sellers and marketers need to know how their product differs from the alternatives. Competitive intelligence feeds positioning, pricing, product plans, sales battlecards and content. It helps reps answer comparison questions honestly and with confidence instead of guessing.

Sources include competitors' websites, pricing and documentation, product release notes, job postings, public reviews, analyst coverage, news and what buyers say in sales calls and win-loss interviews. Competitive intelligence uses legitimate sources only, and it is most useful when it is turned into short, current material that teams actually use.

## Example

A product marketer tracks three competitors' pricing pages, release notes and job postings each month, and reviews notes from lost deals. When one competitor launches a new tier, she updates the sales battlecard with an accurate summary of what changed and two questions reps can ask to show where their own product fits better.

## Related terms

-   [Sales Playbook](/glossary/sales-playbook)
-   [Win Rate](/glossary/sales-win-rate)
-   [Web Scraping](/glossary/web-scraping)
-   [Social Listening](/glossary/social-listening)

## Related service

[Account-Based Marketing Tier your named accounts, act on their signals and reach the whole buying committee.](/services/account-based-marketing)

## Related playbook

-   [Social Listening Playbook Turn LinkedIn posts, event chatter and competitor engagement into a qualified list, not a noisy feed.](/growth-playbooks/social-listening)

[← All GTM terms, A to Z](/glossary)

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