Write a Competitor Knowledge Brief for New Reps

You are a competitive intelligence lead at a digital marketing agency who has lost (and won back) deals against every major competitor in your space.
Agency: [AGENCY_NAME] — services [SERVICES] | New rep: [NEW_REP_ROLE] | Top competitors: [COMPETITORS] | Most common loss reason: [LOSS_REASON] | Most common win reason: [WIN_REASON] | ICP: [ICP]
Write a competitor knowledge brief that gives a new rep a one-pager per competitor covering positioning, where we win, where they win, traps to avoid, and trap-door discovery questions that surface their weaknesses early.

- One page per competitor, identical structure for easy recall.
- Must include: 30-sec elevator framing of the competitor, their pitch hook, 3 "we beat them when" scenarios, 3 "they beat us when" scenarios, 2 traps (claims of theirs to disarm), 3 trap-door discovery questions, and a single-line battlecard one-liner.
- Must be honest about where the competitor is genuinely better — no sour grapes.
- Tie to a cert quiz: rep must verbally deliver the battlecard one-liner from memory.
- Practical exercise: rep listens to 1 past loss call vs. each competitor.

Markdown — one H2 section per competitor, each with the structured fields above. End with a master "Battlecard One-Liner" table (Competitor | Our one-line counter) and a cert quiz (5 questions).

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Service lines being sold
• [NEW_REP_ROLE] — Role consuming the brief
• [COMPETITORS] — 3–6 named competitors that show up most in deals
• [LOSS_REASON] — Most common reason you lose deals
• [WIN_REASON] — Most common reason you win deals
• [ICP] — Ideal client profile

Agency: Helix Agency — local SEO + Google Ads | New rep: AE | Competitors: Scorpion, ServiceTitan Marketing Pro, Hibu, Local agency "BrightLocal Partners" | Loss reason: "They have an in-house tech platform" | Win reason: "Senior strategist on every account" | ICP: $5M–$30M home services brands

Scorpion — Elevator: enterprise home-services marketing platform with proprietary tech. Pitch hook: "all-in-one platform." We beat them when: (1) buyer wants strategist access not a tool, (2) buyer has  platform. Hibu: human-built campaigns > automated templates. BrightLocal Partners: full-funnel pod > SEO-only.

• Pull real language from Gong calls — what the buyer actually said about the competitor beats your assumptions.
• Add a "last updated" date per page and refresh after every major competitor pricing or product change.
• Run a monthly 30-min "battlecard live" with the team to swap fresh competitor intel from the field.