Competitive Intelligence

Sales skill, available on Zeplik

Competitive Intelligence is a ready-to-run sales skill on Zeplik. Builds an interactive HTML battlecard with competitor cards and a comparison matrix. Ask in plain language and Zeplik applies the skill's method for you inside the conversation, on whichever AI model you prefer. It returns a structured document you can keep and reuse: Document artifact -- structured written deliverable with headed sections and a TL;DR (see artifact-templates/document.md).

The Competitive Intelligence skill loads automatically when your request matches it, or you can invoke it directly by typing /competitive-intelligence in any chat. It works with attachments, connectors, and any model that supports the task, so you get the same expert method every time without setting anything up.

What the Competitive Intelligence skill can do

Try these prompts on Zeplik

Pick a prompt to open it in the Zeplik app. If you are not signed in yet, your prompt is waiting for you the moment you do.

How the Competitive Intelligence skill works

Competitive Intelligence

Research your competitors extensively and generate an interactive HTML battlecard you can use in deals. The output is a self-contained artifact with clickable competitor tabs and an overall comparison matrix.

How It Works

┌─────────────────────────────────────────────────────────────────┐
│                  COMPETITIVE INTELLIGENCE                        │
├─────────────────────────────────────────────────────────────────┤
│  ALWAYS (works standalone via web search)                        │
│  ✓ Competitor product deep-dive: features, pricing, positioning │
│  ✓ Recent releases: what they've shipped in last 90 days        │
│  ✓ Your company releases: what you've shipped to counter        │
│  ✓ Differentiation matrix: where you win vs. where they win     │
│  ✓ Sales talk tracks: how to position against each competitor   │
│  ✓ Landmine questions: expose their weaknesses naturally        │
├─────────────────────────────────────────────────────────────────┤
│  OUTPUT: Interactive HTML Battlecard                             │
│  ✓ Comparison matrix overview                                    │
│  ✓ Clickable tabs for each competitor                           │
│  ✓ Dark theme, professional styling                             │
│  ✓ Self-contained HTML file — share or host anywhere            │
├─────────────────────────────────────────────────────────────────┤
│  SUPERCHARGED (when you connect your tools)                      │
│  + CRM: Win/loss data, competitor mentions in closed deals      │
│  + Docs: Existing battlecards, competitive playbooks            │
│  + Chat: Internal intel, field reports from colleagues          │
│  + Transcripts: Competitor mentions in customer calls           │
└─────────────────────────────────────────────────────────────────┘

Getting Started

When you run this skill, I'll ask for context:

Required:

  • What company do you work for? (or I'll detect from your email)
  • Who are your main competitors? (1-5 names)

Optional:

  • Which competitor do you want to focus on first?
  • Any specific deals where you're competing against them?
  • Pain points you've heard from customers about competitors?

If I already have your seller context from a previous session, I'll confirm and skip the questions.

Connectors (Optional)

ConnectorWhat It Adds
CRMWin/loss history against each competitor, deal-level competitor tracking
DocsExisting battlecards, product comparison docs, competitive playbooks
ChatInternal chat intel (e.g. Slack) — what your team is hearing from the field
TranscriptsCompetitor mentions in customer calls, objections raised

No connectors? Web research works great. I'll pull everything from public sources — product pages, pricing, blogs, release notes, reviews, job postings.

Output: Interactive HTML Battlecard

The skill generates a self-contained HTML file with:

1. Comparison Matrix (Landing View)

Overview comparing you vs. all competitors at a glance:

  • Feature comparison grid
  • Pricing comparison
  • Market positioning
  • Win rate indicators (if CRM connected)

2. Competitor Tabs (Click to Expand)

Each competitor gets a clickable card that expands to show:

  • Company profile (size, funding, target market)
  • What they sell and how they position
  • Recent releases (last 90 days)
  • Where they win vs. where you win
  • Pricing intelligence
  • Talk tracks for different scenarios
  • Objection handling
  • Landmine questions

3. Your Company Card

  • Your releases (last 90 days)
  • Your key differentiators
  • Proof points and customer quotes

HTML Structure

<!DOCTYPE html>
<html>
<head>
    <title>Battlecard: [Your Company] vs Competitors</title>
    <style>
        /* Dark theme, professional styling */
        /* Tabbed navigation */
        /* Expandable cards */
        /* Responsive design */
    </style>
</head>
<body>
    <!-- Header with your company + date -->
    <header>
        <h1>[Your Company] Competitive Battlecard</h1>
        <p>Generated: [Date] | Competitors: [List]</p>
    </header>

    <!-- Tab Navigation -->
    <nav class="tabs">
        <button class="tab active" data-tab="matrix">Comparison Matrix</button>
        <button class="tab" data-tab="competitor-1">[Competitor 1]</button>
        <button class="tab" data-tab="competitor-2">[Competitor 2]</button>
        <button class="tab" data-tab="competitor-3">[Competitor 3]</button>
    </nav>

    <!-- Comparison Matrix Tab -->
    <section id="matrix" class="tab-content active">
        <h2>Head-to-Head Comparison</h2>
        <table class="comparison-matrix">
            <!-- Feature rows with you vs each competitor -->
        </table>

        <h2>Quick Win/Loss Guide</h2>
        <div class="win-loss-grid">
            <!-- Per-competitor: when you win, when you lose -->
        </div>
    </section>

    <!-- Individual Competitor Tabs -->
    <section id="competitor-1" class="tab-content">
        <div class="battlecard">
            <div class="profile"><!-- Company info --></div>
            <div class="differentiation"><!-- Where they win / you win --></div>
            <div class="talk-tracks"><!-- Scenario-based positioning --></div>
            <div class="objections"><!-- Common objections + responses --></div>
            <div class="landmines"><!-- Questions to ask --></div>
        </div>
    </section>

    <script>
        // Tab switching logic
        // Expand/collapse sections
    </script>
</body>
</html>

Visual Design

Color System

:root {
    /* Dark theme base */
    --bg-primary: #0a0d14;
    --bg-elevated: #0f131c;
    --bg-surface: #161b28;
    --bg-hover: #1e2536;

    /* Text */
    --text-primary: #ffffff;
    --text-secondary: rgba(255, 255, 255, 0.7);
    --text-muted: rgba(255, 255, 255, 0.5);

    /* Accent (your brand or neutral) */
    --accent: #3b82f6;
    --accent-hover: #2563eb;

    /* Status indicators */
    --you-win: #10b981;
    --they-win: #ef4444;
    --tie: #f59e0b;
}

Card Design

  • Rounded corners (12px)
  • Subtle borders (1px, low opacity)
  • Hover states with slight elevation
  • Smooth transitions (200ms)

Comparison Matrix

  • Sticky header row
  • Color-coded winner indicators (green = you, red = them, yellow = tie)
  • Expandable rows for detail

Execution Flow

Phase 1: Gather Seller Context

If first time:
1. Ask: "What company do you work for?"
2. Ask: "What do you sell? (product/service in one line)"
3. Ask: "Who are your main competitors? (up to 5)"
4. Store context for future sessions

If returning user:
1. Confirm: "Still at [Company] selling [Product]?"
2. Ask: "Same competitors, or any new ones to add?"

Phase 2: Research Your Company (Always)

Web searches:
1. "[Your company] product" — current offerings
2. "[Your company] pricing" — pricing model
3. "[Your company] news" — recent announcements (90 days)
4. "[Your company] product updates OR changelog OR releases" — what you've shipped
5. "[Your company] vs [competitor]" — existing comparisons

Phase 3: Research Each Competitor (Always)

For each competitor, run:
1. "[Competitor] product features" — what they offer
2. "[Competitor] pricing" — how they charge
3. "[Competitor] news" — recent announcements
4. "[Competitor] product updates OR changelog OR releases" — what they've shipped
5. "[Competitor] reviews G2 OR Capterra OR TrustRadius" — customer sentiment
6. "[Competitor] vs [alternatives]" — how they position
7. "[Competitor] customers" — who uses them
8. "[Competitor] careers" — hiring signals (growth areas)

Phase 4: Pull Connected Sources (If Available)

If CRM connected:
1. Query closed-won deals with competitor field = [Competitor]
2. Query closed-lost deals with competitor field = [Competitor]
3. Extract win/loss patterns

If docs connected:
1. Search for "battlecard [competitor]"
2. Search for "competitive [competitor]"
3. Pull existing positioning docs

If chat connected:
1. Search for "[Competitor]" mentions (last 90 days)
2. Extract field intel and colleague insights

If transcripts connected:
1. Search calls for "[Competitor]" mentions
2. Extract objections and customer quotes

Phase 5: Build HTML Artifact

1. Structure data for each competitor
2. Build comparison matrix
3. Generate individual battlecards
4. Create talk tracks for each scenario
5. Compile landmine questions
6. Render as self-contained HTML
7. Save as [YourCompany]-battlecard-[date].html

Data Structure Per Competitor

competitor:
  name: "[Name]"
  website: "[URL]"
  profile:
    founded: "[Year]"
    funding: "[Stage + amount]"
    employees: "[Count]"
    target_market: "[Who they sell to]"
    pricing_model: "[Per seat / usage / etc.]"
    market_position: "[Leader / Challenger / Niche]"

  what_they_sell: "[Product summary]"
  their_positioning: "[How they describe themselves]"

  recent_releases:
    - date: "[Date]"
      release: "[Feature/Product]"
      impact: "[Why it matters]"

  where_they_win:
    - area: "[Area]"
      advantage: "[Their strength]"
      how_to_handle: "[Your counter]"

  where_you_win:
    - area: "[Area]"
      advantage: "[Your strength]"
      proof_point: "[Evidence]"

  pricing:
    model: "[How they charge]"
    entry_price: "[Starting price]"
    enterprise: "[Enterprise pricing]"
    hidden_costs: "[Implementation, etc.]"
    talk_track: "[How to discuss pricing]"

  talk_tracks:
    early_mention: "[Strategy if they come up early]"
    displacement: "[Strategy if customer uses them]"
    late_addition: "[Strategy if added late to eval]"

  objections:
    - objection: "[What customer says]"
      response: "[How to handle]"

  landmines:
    - "[Question that exposes their weakness]"

  win_loss: # If CRM connected
    win_rate: "[X]%"
    common_win_factors: "[What predicts wins]"
    common_loss_factors: "[What predicts losses]"

Delivery

## ✓ Battlecard Created

[View your battlecard](file:///path/to/[YourCompany]-battlecard-[date].html)

---

**Summary**
- **Your Company**: [Name]
- **Competitors Analyzed**: [List]
- **Data Sources**: Web research [+ CRM] [+ Docs] [+ Transcripts]

---

**How to Use**
- **Before a call**: Open the relevant competitor tab, review talk tracks
- **During a call**: Reference landmine questions
- **After win/loss**: Update with new intel

---

**Sharing Options**
- **Local file**: Open in any browser
- **Host it**: Upload to Netlify, Vercel, or internal wiki
- **Share directly**: Send the HTML file to teammates

---

**Keep it Fresh**
Run this skill again to refresh with latest intel. Recommended: monthly or before major deals.

Refresh Cadence

Competitive intel gets stale. Recommended refresh:

TriggerAction
MonthlyQuick refresh — new releases, news, pricing changes
Before major dealDeep refresh for specific competitor in that deal
After win/lossUpdate patterns with new data
Competitor announcementImmediate update on that competitor

Tips for Better Intel

  1. Be honest about weaknesses — Credibility comes from acknowledging where competitors are strong
  2. Focus on outcomes, not features — "They have X feature" matters less than "customers achieve Y result"
  3. Update from the field — Best intel comes from actual customer conversations, not just websites
  4. Plant landmines, don't badmouth — Ask questions that expose weaknesses; never trash-talk
  5. Track releases religiously — What they ship tells you their strategy and your opportunity

Related Skills

  • account-research — Research a specific prospect before reaching out
  • call-prep — Prep for a call where you know competitor is involved
  • create-an-asset — Build a custom comparison page for a specific deal

Zeplik output presentation

Present the final deliverable as a single polished artifact: clear headings, tables where the content is tabular, fenced code where it is code. Lead with the deliverable itself; keep process commentary to a single short line. If the skill produced multiple files or sections, end with a compact list of them with one-line purposes.

How to use the Competitive Intelligence skill

  1. Sign in to Zeplik

    Create a free Zeplik account or sign in. New accounts start with free credits, so you can try the Competitive Intelligence skill right away.

  2. Describe your sales task

    Ask in plain language, or type /competitive-intelligence to invoke the skill directly. Zeplik recognizes the Competitive Intelligence skill and applies its method.

  3. Review and refine the result

    Zeplik returns a structured document you can edit, download, and reuse. Ask follow-ups to refine it.

Source and credit

Author
Anthropic
License
Apache-2.0

Adapted from the open-source anthropics/knowledge-work-plugins project and tuned to run natively on Zeplik. View source on GitHub.

Frequently asked questions

What is the Competitive Intelligence skill?
Competitive Intelligence is a ready-to-run sales skill on Zeplik. Builds an interactive HTML battlecard with competitor cards and a comparison matrix. Ask in plain language and Zeplik applies the skill's method for you inside the conversation, on whichever AI model you prefer. It returns a structured document you can keep and reuse: Document artifact -- structured written deliverable with headed sections and a TL;DR (see artifact-templates/document.md).
How do I use Competitive Intelligence on Zeplik?
Sign in to Zeplik and ask in plain language, or type /competitive-intelligence in any chat to invoke it directly. The skill applies its method and returns a result you can refine in the same conversation.
Which AI model does the Competitive Intelligence skill use?
Any model you choose. Zeplik works across every model in one chat, so the Competitive Intelligence skill runs on your preferred model for the task.
Where does the Competitive Intelligence skill come from?
The Competitive Intelligence skill is adapted from the open-source anthropics/knowledge-work-plugins project (Apache-2.0) and tuned to run natively on Zeplik. The original source is linked on this page.
How much does the Competitive Intelligence skill cost?
Using the skill is free to start. You only spend Zeplik credits when the assistant runs, and new accounts begin with free credits.

Related sales skills

More on Zeplik

Try Competitive Intelligence on Zeplik

Every model, one chat. Bring the Competitive Intelligence skill into your next conversation and let the assistant do the work.

Browse all skills
Competitive Intelligence - Sales skill for Zeplik AI | Zeplik Chat