A complete report contains eleven sections, ordered roughly from "the picture" to "the plays". Confidence labels appear throughout: high means the claim is backed by scraped evidence, medium means partial evidence plus category knowledge, and low means the research was thin and the model said so. Treat low-confidence claims as hypotheses to verify, not facts to repeat in a deal.
Competitive snapshot
One card per company: tagline, pricing model, ICP, and top features, with your company first. This is the orientation layer; if a competitor's card looks wrong here (wrong company resolved, empty tagline), treat the rest of that competitor's analysis with suspicion and re-run with their exact URL.
Where you're losing
Exactly three findings, each with a statement, the evidence it rests on, why it matters for deals, and a confidence label. These are written to be uncomfortable on purpose: they are the gaps a competitor's sales rep would exploit against you. Use them as your defensive prep list.
Blind spots
Exactly three things all your competitors do that you visibly do not. Blind spots differ from "where you're losing": losing points are head-to-head disadvantages, blind spots are table stakes you are missing. They often become the product or content roadmap items with the fastest payoff.
Messaging analysis
Per competitor: their headline, the value proposition behind it, their key claims, their tone, and the missing angle, the thing they are not saying that you could own. It closes with messaging gaps across the market and at least two ready positioning lines, each tagged where to use it (sales call, landing page, cold email, or demo).
Review sentiment
What customers of each competitor love, complain about, and churn over, plus a cross-competitor pattern and your specific opportunity. If you supplied a review URL this is grounded in scraped review text; if not, it is generated from category knowledge and explicitly labeled with low data confidence. The complaints are the most valuable part: they are objections your prospect already has against your competitor.
Fast attack angles
Three to five specific attack lines, each naming its target competitor and where to use it. These are the quick wins: lines you can test in outbound this week without building anything.
Win themes
Three to five durable advantages phrased as copy-paste talking points, each with the evidence behind it. Where attack angles are jabs at a specific competitor, win themes are your recurring story across all of them; they belong in your pitch deck and homepage, not just in deals.
Battle card
The section built for sales enablement, in five parts:
- When you win (at least two scenarios): the deal situations that favor you, why, and a script for the call.
- When you lose (at least two): the situations that favor the competitor and how to reposition the conversation rather than fight it head-on.
- Objections (three to five): what prospects say, the real reason behind it, and a response written to sound like a salesperson.
- Landmines(at least one per competitor): subtle questions that plant doubt, for example "ask how long their onboarding usually takes", rather than direct attacks.
- Positioning lines (at least two): one-sentence framings matched to a scenario.
Feature parity matrix
Three to eight feature categories, each with three to five features marked has, partial, or missing for you and every competitor, an assessment of who leads the category, and a short list of priority features you should build or improve next. When scraped feature data is thin the matrix falls back to category-standard features and says so in the assessment; verify statuses for your own product before sharing it internally, since it reflects what your website communicates, not your actual backlog.
Pricing intelligence
Pricing model, tiers, and market positioning (premium, mid-market, or budget) for you and each competitor, discount patterns where visible, price objection responses, and an overall pricing insight. Numbers scraped from a live pricing page are real; when a competitor hides pricing, the tiers are estimates from market positioning and labeled with lower confidence. See the FAQ for how to read estimated pricing.
Displacement playbook
One play per competitor for winning their existing customers: what locks customers in (contracts, data, integrations), a step-by-step migration path that removes that friction, trap questions that expose the competitor's weaknesses during evaluation, the proof points you need ready (case studies, benchmarks, demos), a realistic displacement timeline, and a template for the success story you should be able to tell. An overall strategy ties the plays together when you face several competitors at once.
Sources
The market signal articles the research collected, with links. If a claim in the report surprises you, check the sources first; anything not traceable to a source or a scraped page carries a confidence label telling you it came from category knowledge.