Tracking · Data-Capture Checklists

Write a Competitive Deal Data Capture Checklist

Lock in the CRM fields that must be captured when a competitor is named so battle cards, win-rate, and discounting are all data-driven.

managerrepIntermediate⏱ Lifts competitive win rate 5–15% over two quarters
When to use
Use the moment a competitor or incumbent agency is named on a deal. Feeds battle cards, win-rate by competitor, and discount discipline. Don't let competitive intel live only in Slack threads.
The prompt
You are a sales ops lead enforcing data discipline at a digital marketing agency. You build the data layer behind every battle card.
Agency: [AGENCY_NAME] — [SERVICES] | CRM: [CRM_TOOL] | Deal stage / moment: Competitor or incumbent named on an active deal | Top competitors: [COMPETITORS]
Produce a Competitive Deal data capture checklist — the REQUIRED CRM fields that must be populated when a competitor enters a deal in [CRM_TOOL]. Output must feed win-rate-by-competitor reporting and battle card iteration.

- Maximum 15 items
- Each item: field / why / where in [CRM_TOOL]
- Must distinguish incumbent (already serving client) vs new competitor in deal
- Capture pricing intelligence carefully (legal/ethical — only what prospect shares)
- Each item enforceable by required-field validation when 'Competitor' picklist is set

Markdown table: Field | Why | Where in [CRM_TOOL] | Required? Add a 2-line reporting recipe (how to slice win rate and discount by competitor).
Variables
  • [AGENCY_NAME] — Your agency
  • [SERVICES] — Service lines
  • [CRM_TOOL] — CRM
  • [COMPETITORS] — Top 5 competitive agencies you face
Example input
Agency: Vellum — SEO + content | CRM: HubSpot | Top competitors: Siege, Victorious, Single Grain, Foundation, in-house team
Example output
| Field | Why | Where in HubSpot | Required? |
|---|---|---|---|
| Competitor name (picklist) | Win-rate analysis | Deal > Custom: Competitor | Y |
| Incumbent? (Y/N) | Different motion | Deal > Custom: Incumbent | Y |
| How long client has used incumbent | Switching cost | Deal > Custom: Tenure | Y if incumbent |
| Why client is looking (trigger) | Wedge | Deal > Note | Y |
| Competitor's pitch summary | Battle card input | Deal > Note | Y |
| Competitor's price (if shared) | Pricing pressure | Deal > Custom: Comp Price | N |
| Competitor's stated weakness per prospect | Wedge | Deal > Note | Y |
| Stakeholders favoring competitor | Multi-thread | Contact > Custom: Leaning | Y |
| Our differentiation used | Messaging audit | Deal > Custom: Diff Used | Y |
| Discount requested vs offered | Margin discipline | Deal > Custom: Discount Ask | Y |
| Proof points sent (case studies) | Content ROI | Deal > Attachment | Y |
| Reference call offered? | Trust play | Deal > Activity | Y |
| Outcome (when closed) | Win-rate | Deal > Stage + Reason | Y at close |

Reporting recipe: Pivot won/lost deals by 'Competitor' picklist → win rate per competitor. Cross with 'Discount %' → average discount by competitor. Refresh monthly into a battle card update meeting.
Pro tips
  • Maintain a tight picklist (max 10 competitors) — free-text destroys the report.
  • Tag deals 'Incumbent: Y' separately; switching motions need different playbooks.
  • Review battle cards monthly using this data — stale battle cards lose deals.
Works with
ClaudeChatGPTGemini
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