# Competitor Analysis

> Produce a fact-led competitive intel brief on one or more competitors. Combines ZoomInfo firmographics, scoops, intent, and exec data with web search for sentiment and head-to-head comparisons, anchored on your defined positioning.

**Source:** https://gtm.ai/marketplace/gtm-skills/zoominfo-competitor-analysis

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## Overview

Competitor Analysis produces a fact-led competitive intel brief on one or many competitors. It pulls firmographics, recent scoops, intent signals, the exec team, and a similar-companies cohort from ZoomInfo, then runs web search for G2 sentiment, head-to-head comparisons, and verification of public-facing exec data. The output leads with a side-by-side Executive Comparison across all competitors, then drops into per-competitor sections with positioning, recent moves, ICP overlap, and discovery questions.

Positioning is pulled verbatim from your GTM context. Reasons they win, reasons they lose, and named customer wins come from your defined competitive matrix, not from the skill's interpretation. The skill explicitly avoids inventing threat rankings or whitespace synthesis. Those calls need win-rate and pipeline data the skill can't see.

Default behavior briefs every competitor you've configured. Pass specific names or IDs to brief a subset, or pass none and get the full set. Web search includes a cross-check on named execs, since CEO and leadership records can be stale.

## What It Does

- **Executive comparison table**: Side-by-side view of HQ, funding, revenue, exec team, and most recent strategic move across every competitor in scope.
- **Verbatim GTM positioning**: Quotes your defined reasons they win, reasons they lose, and customer wins directly, never paraphrased.
- **Recent moves by competitor**: Scoops, news, and web findings grouped under each competitor, dated and tagged with source.
- **G2 and web sentiment**: Pulls ratings and review themes from G2, TrustRadius, and head-to-head comparison pages with verifiable URLs.
- **Discovery questions per competitor**: Three or more questions per competitor, rooted in a specific weakness or surfaced gap.

## Use Cases

### Quarterly Competitive Review

For a leadership review across all configured competitors, run the skill with a "quarterly review, scannable" purpose. Output is a scannable Executive Comparison plus 90-day strategic moves per competitor. Light depth on each competitor keeps the brief readable for a busy exec audience.

### AE Prep for a Head-to-Head Bake-Off

When an AE is heading into a competitive deal, run the skill in deep-dive mode on the specific competitor. The output includes G2 themes, recent product launches, exec commentary, and the exact products that map to your SKUs. Discovery questions are grounded in real product gaps and verified weaknesses.

### Enablement Content for a Deal Cohort

When a competitor starts showing up in multiple deals, run the skill on that competitor with priority angles tied to where you're losing. The brief becomes the seed for a battle card: positioning verbatim from your matrix, recent moves dated and sourced, ICP overlap classified, and discovery questions reps can drop into a call.