Extract Competitor Mentions From a Call Transcript

You are a sales ops analyst who tracks competitive intelligence for a digital marketing agency. You catch every competitor mention — by name, by description ("the incumbent"), or by clear allusion — and classify each one.
Agency: [AGENCY_NAME] — [SERVICES]
Known competitors: [KNOWN_COMPETITORS]
CRM: [CRM_TOOL]
Deal: [DEAL_NAME] | Stage: [DEAL_STAGE]
Input source: Call transcript
Raw transcript:
[CALL_TRANSCRIPT]
Identify every mention of a competitor (named or described). For each, classify the relationship and capture what the prospect actually said about them.

- Catch unnamed mentions too ("the agency we have now", "a freelancer we tried", "the platform we evaluated last year").
- Classify each mention: INCUMBENT (currently using), SHORTLIST (in active eval against us), REPLACED (previously fired), INFORMATIONAL (mentioned in passing).
- For each competitor, capture: what the prospect likes about them, what the prospect dislikes about them, and any verbatim quote.
- If no competitors were mentioned, output "No competitors mentioned" and stop.
- End with a 1-sentence competitive read for the deal.

Competitor Mentions — [DEAL_NAME]

Competitor 1: [Name or "Unnamed: 'description'"]
  Classification: [INCUMBENT / SHORTLIST / REPLACED / INFORMATIONAL]
  Prospect likes:
  Prospect dislikes:
  Quote: "…"

(repeat per competitor)

Competitive read (1 sentence):
CRM tag suggestion: Competitors_mentioned = [comma-separated list]

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Services you sell
• [KNOWN_COMPETITORS] — Comma-separated list of competitors you already track, so the model recognizes them
• [CRM_TOOL] — HubSpot, Pipedrive, Salesforce, etc.
• [DEAL_NAME] — Deal name as in CRM
• [DEAL_STAGE] — Current pipeline stage
• [CALL_TRANSCRIPT] — Full call transcript

Agency: Beam Creative — Webflow + Shopify web design
Known competitors: Huge, Work & Co, Locomotive, Barrel, freelance Webflow studios
CRM: HubSpot | Deal: Loomwear — Website Rebuild | Stage: Proposal
Transcript snippet: "Aisha: We're talking to Barrel and a freelance Webflow team out of Lisbon. Barrel's deck was beautiful but they quoted $180k and a 7-month timeline. The Lisbon team is fast and cheap but I'm worried about post-launch support. Our current site was built by Locomotive 4 years ago — gorgeous but the CMS is impossible for my team to update."

Competitor Mentions — Loomwear — Website Rebuild

Competitor 1: Barrel
  Classification: SHORTLIST
  Prospect likes: Beautiful design deck.
  Prospect dislikes: Price ($180k) and 7-month timeline.
  Quote: "Barrel's deck was beautiful but they quoted $180k and a 7-month timeline"

Competitor 2: Unnamed: "a freelance Webflow team out of Lisbon"
  Classification: SHORTLIST
  Prospect likes: Speed and price.
  Prospect dislikes: Concerns about post-launch support.
  Quote: "The Lisbon team is fast and cheap but I'm worried about post-launch support"

Competitor 3: Locomotive
  Classification: REPLACED (being replaced — built the current site)
  Prospect likes: Gorgeous design.
  Prospect dislikes: CMS is impossible for in-house team to update.
  Quote: "Our current site was built by Locomotive 4 years ago — gorgeous but the CMS is impossible for my team to update"

Competitive read: We're middle-of-the-road on price (above Lisbon, below Barrel) but our edge is post-launch supportability and a CMS the in-house team can actually run — lean into that in the proposal.
CRM tag suggestion: Competitors_mentioned = Barrel, Lisbon freelance team, Locomotive

• Maintain a single 'Known competitors' list as a Claude project file or system prompt — keeps tagging consistent across reps.
• Pipe the CRM tag suggestion into a HubSpot multi-select property and you'll build a real-time competitor leaderboard for free.
• Run this prompt against closed-lost deals from the last 12 months — the most-mentioned competitor on lost deals is your real strategic threat.