Analyze · Competitor / Market Analysis

Build a Competitor Win-Loss Profile

Turn scattered win and loss notes into a single profile of where you beat a competitor and where they beat you.

foundermanagerIntermediate⏱ 3-4 hours of CRM analysis
When to use
Use after you've accumulated at least 4-6 deals against the same competitor (mix of wins and losses). Best done quarterly so your sales playbook reflects current reality, not last year's positioning.
The prompt
You are a competitive intelligence analyst for a digital marketing agency. You build win/loss profiles from real deal data only.
Agency: [AGENCY_NAME] — [SERVICES]
Competitor: [COMPETITOR_NAME]
Deal data (mix of wins and losses, with deal size, vertical, and decision driver):
[DEAL_NOTES]
Build a one-page win/loss profile for [COMPETITOR_NAME]. Show where we consistently win, where we consistently lose, and where it's a coin flip. Identify the buyer profile most likely to pick them over us.

- NEVER invent competitor info — only what's in [DEAL_NOTES].
- Flag KNOWN vs INFERRED on every claim.
- Require at least 2 data points before calling something a pattern.
- No smearing — fact-based positioning only.

## Competitor Win/Loss Profile: [COMPETITOR_NAME]
### Where We Win (with evidence count)
### Where We Lose (with evidence count)
### Coin-Flip Deals
### Their Ideal Buyer (inferred from wins against us)
### 1 Question We Should Ask Every Deal Where They're Involved
Variables
  • [AGENCY_NAME] — Your agency's name
  • [SERVICES] — Services you sell
  • [COMPETITOR_NAME] — Competitor to profile
  • [DEAL_NOTES] — Mix of 4-6+ wins and losses against this competitor with deal size, vertical, decision driver
Example input
Agency: BlueLine Search — SEO + content for B2B SaaS
Competitor: Refraction Marketing
Deals: WON $15k/mo Series B fintech (chose us for content quality); LOST $9k/mo Seed SaaS (Refraction was cheaper); WON $20k/mo Series C devtool (chose us for technical SEO depth); LOST $11k/mo Series A martech (Refraction had ex-CMOs on team); WON $7k/mo bootstrapped (chose us for flexibility); LOST $25k/mo Series D (Refraction had enterprise references).
Example output
## Competitor Win/Loss Profile: Refraction Marketing

### Where We Win (3 deals)
- Content quality and technical SEO depth (2 mentions — KNOWN)
- Flexibility on smaller budgets (1 mention — anecdotal)

### Where We Lose (3 deals)
- Enterprise references at Series C+ (1 mention — anecdotal but high-stakes)
- 'Ex-CMO on team' credibility for later-stage buyers (1 mention — KNOWN)
- Price at seed stage (1 mention — KNOWN)

### Coin-Flip Deals
- Series A/B in the $9-15k range — outcome turned on who built rapport, not capability. INFERRED.

### Their Ideal Buyer
- Later-stage B2B SaaS (Series C+) with a marketing-savvy buyer who values brand-name operators over execution depth. INFERRED.

### Question to Ask Every Deal
'Who else are you considering, and what would make them the safer choice for you?'
Pro tips
  • Re-run after every 3 new deals against the same competitor — patterns shift fast.
  • Feed the output into your sales onboarding so new reps walk in knowing this competitor cold.
  • Pair the profile with a battlecard prompt to operationalize it.
Works with
ClaudeChatGPTGemini
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