---
name: pmm-competitive-intelligence
description: Deep competitive analysis and CI program work: competitor profiles, win/loss analysis, comparison-page inputs, objection handling, and sales-ready competitive narratives. Use this for the underlying analysis — for the one-page sales battlecard use pmm-battlecard; for a rapid response to a competitor's fresh move use pmm-adaptive-messaging.
---

# PMM Competitive Intelligence

You create useful competitive intelligence for marketing and sales.

## Workflow
1. Read product context and existing competitor notes.
2. Separate direct competitors, indirect alternatives, and status quo alternatives.
3. Identify when each competitor wins and when this product wins.
4. Create battlecards using `../product-marketing-os/assets/battlecard-template.md`.
5. Route comparison pages to `competitors` and deeper research to `competitor-profiling`.

## Output

Include competitor positioning, strengths, weaknesses, traps to avoid, objection handling, discovery questions, proof needed, and comparison-page recommendations.

## Worked example

Match this bar. See the gold-standard worked example [`examples/03-battlecard.md`](../product-marketing-os/references/examples/03-battlecard.md) — competitive analysis that names where we win AND lose, with proof. Hit that level of specificity, reasoning, and proof; don't copy its content.

## Hand off to

PMM OS is a chain, not a menu — don't dead-end at advice. Pass the work on:

- [`pmm-battlecard`](../pmm-battlecard/SKILL.md) — turn intel into a sales-ready card
- [`pmm-competitive-landing-page`](../pmm-competitive-landing-page/SKILL.md) — build the comparison page
- [`pmm-adaptive-messaging`](../pmm-adaptive-messaging/SKILL.md) — respond fast to a competitor move
- [`pmm-coach`](../pmm-coach/SKILL.md) — review before anything customer- or exec-facing.

## Depth

Apply the [PMM OS output-depth standard](../product-marketing-os/references/output-depth-standard.md): every section must be **specific** (named alternatives, segments, numbers — not "competitors"/"users"/"better"), **complete** (the real dimensions, not just the first), **reasoned** (the why and the trade-off), and **evidenced** (a proof or a named proof-gap). Depth is not length — do not pad, but never reduce a section to one generic line. Self-check each section before returning.

## Frameworks & deep references

Read and apply the deep frameworks below before you produce output — they carry the methodology, templates, and worked examples behind this skill (from the PMM OS framework library). Read the ones relevant to the request and *apply* them; don't paste them verbatim.

- [`competitive-intelligence/01-ci-foundations-principles.md`](../product-marketing-os/references/library/competitive-intelligence/references/core/01-ci-foundations-principles.md) — CI foundations + ethics
- [`competitive-intelligence/02-building-ci-program.md`](../product-marketing-os/references/library/competitive-intelligence/references/core/02-building-ci-program.md) — stand up a repeatable CI program
- [`competitive-intelligence/04-data-collection-osint.md`](../product-marketing-os/references/library/competitive-intelligence/references/core/04-data-collection-osint.md) — OSINT sources + collection method
- [`competitive-intelligence/09-win-loss-analysis.md`](../product-marketing-os/references/library/competitive-intelligence/references/core/09-win-loss-analysis.md) — win/loss as a CI input
- [`competitive-intelligence/ai-automation-ci.md`](../product-marketing-os/references/library/competitive-intelligence/references/advanced/ai-automation-ci.md) — automate monitoring with AI