Keep battlecards current from competitor moves
Who adopted a competitor, when, and what changed since. Refreshed every Monday, not every quarter.
The conversation
Sample accounts and numbers, for illustrationYouFind accounts running our main competitor, when each adopted it, and what has changed at those accounts since, and give me a Monday summary I can put in the battlecard.
Unify4 checks · BuiltWith, TheirStack, BuyerCaddy, PredictLeads, G2
- Read the competitor list from company context and matched it against BuiltWith page-source tags and BuyerCaddy install evidence, keeping the first-seen date on each.
- Read TheirStack job posts that name the competitor and used the posting date as the adoption date where no tag exists.
- Checked PredictLeads and Exa for hiring, funding, leadership changes and public mentions at each account since its adoption date.
- Read G2 reviews of the competitor from the last 90 days for the complaints that repeat.
Twenty-three accounts in your ICP run the competitor. Six adopted it in the last 90 days, and four of those have changed since: two hired for the role that owns the tool, one raised a round, and one has new public complaints.
- Feb 2024Halden Robotics · first seenBuiltWith tag. Removed in August 2026; nothing detected in its place.
- Jun 2026Brightpath · first seenA TheirStack job post names the tool. Since then, two G2 reviews cite reporting gaps.
- Jul 2026Merridian Systems · first seenBuyerCaddy install evidence. Series B closed three weeks ago.
- Aug 2026Northwind Labs · first seenBuiltWith tag on the checkout pages. Hired a RevOps lead in September.
- Recent versus old
- Six of the 23 adopted in the last 90 days. The other 17 have run it for a year or more, so they are renewals rather than evaluations. The card should treat the two groups differently.
An adoption date is the first tag detection or the first job post that names the tool. It is evidence of when the tool was first seen, not a contract date.
YouWhat are the complaints about the competitor this quarter, and which of the six recent adopters are showing them?
UnifyThree complaints repeat across 14 G2 reviews this quarter: reporting, the seat price above 50 users, and support response times. Two of the six recent adopters are hiring for exactly the gap the reviews describe.
- 14
- G2 reviews this quarter
- 9
- mention reporting building reports outside the tool
- 4
- cite the seat price above 50 users
- 3
- cite support response times
- Reporting
- Nine of the 14 reviews mention building reports outside the tool. Brightpath posted for an analyst to own reporting three weeks after adoption.
- Seats
- Four reviews cite the per-seat price above 50 users. Northwind Labs hired a RevOps lead and lists 60 people on the team the tool serves.
- Support
- Three reviews cite response times. No adopter shows a related change yet, so it stays a talking point rather than an account note.
What was observed and what it means are kept apart. The review count is the observation, the hiring is the account evidence, and the link between them is the reading.
YouPut this into the battlecard section and refresh it every Monday for enablement to review.
UnifyThe section is drafted and held for review. The same four checks run again every Monday, and only what changed is added.
Battlecard · Competitor adoption, week of 14 September
23 ICP accounts detected, 6 in the last 90 days. Complaints that repeat this quarter: reporting, seat price above 50 users, support response times. Two recent adopters show evidence of the reporting and seat gaps. One account removed the tool in August.
Set up
- Monday refresh scheduled The four checks run every Monday at 7am. New detections, removals and changes are appended with their dates.
- Held for enablement review The draft waits for approval before it reaches reps. Account-level detail goes to the owner of each account.
The summary states what was seen and when. Reps get the account detail; the card gets the pattern.
Battlecards, with and without Unify
A battlecard is a snapshot. The competitor keeps moving after it is taken.
| Without Unify | With Unify |
|---|---|
| The battlecard was written last quarter from a lost deal and a pricing page | The competitor list is held once in company context and read by every workflow |
| Which accounts run the competitor is a list someone once made, with no dates on it | Adoption comes with a first-seen date, so recent signings and old contracts are separated |
| A competitor’s new feature reaches reps when a prospect mentions it on a call | Hiring and news at competitor-using accounts are read weekly and what changed is stated |
| Refreshing it is a project, so it happens twice a year | A scheduled run refreshes the evidence every Monday and holds the summary for review |
Start from this prompt
Make it your own in Unify, then review the results.
Find accounts running our main competitor, when each adopted it, and what has changed at those accounts since, and give me a Monday summary I can put in the battlecard.
How it changes by who you sell to
- Software
- Competitor tags in page source are the cleanest detection, and BuiltWith dates them. Ask for adoption and removal dates, and for accounts where a second tool appeared alongside the competitor.
- Financial services
- Adoption shows in compliance job posts naming the tool before it shows anywhere else. Ask TheirStack for posts that name the competitor and treat the posting date as the adoption date.
- Healthcare
- System-level adoption covers many facilities, so one detection is worth checking across the system. Ask Unify to roll detections up to the health system and to list the facilities covered.
- Manufacturing
- Plants adopt independently, so the battlecard should say which sites, not which company. Ask for detections by site, and for hiring at that site that mentions the competitor.
- Retail and e-commerce
- Adoption is visible in checkout and storefront tags, which change before peak season. Ask for changes on the checkout layer in the last 90 days and run it monthly through the summer.
Next in signals and intent
+4Research intentAct on category and comparison researchSomeone reading comparison pages has moved past whether to buy and on to which one.
Hiring audiencesBuild an audience from hiring signalsFind accounts investing in the team you sell to and keep the job evidence with the audience.
+5Daily prioritizationBuild today's prospecting listOpen the day with ten accounts ranked on fit, this week's intent and your own history with them, each with a verified contact, instead of a judgment call about where to start.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
Questions about this workflow
What goes in the Monday summary?
Accounts newly detected on the competitor, when each adopted it, and what changed since: hires, funding, leadership and public complaints.
Where does the competitor detection come from?
BuiltWith and TheirStack, with PredictLeads for company changes, Exa for public mentions and G2 for reviews. All are included with Unify except G2, which you connect.
Can it track more than one competitor?
Yes. Name each one in the prompt and ask for a section per competitor.
Is this for product marketing or sales?
Both. Product marketing keeps the battlecard current; reps get the account-level detail for their own accounts.