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How to Speed up Competitor Analysis and Still Deliver Intel Your Team can Trust
Competitive Enablement

How to Speed up Competitor Analysis and Still Deliver Intel Your Team can Trust

There’s a ton of workflows that product marketers and competitive intelligence teams need to use every day to keep on top of their competitive landscape.

So, we’re kicking off a series walking through how you can tackle these jobs to be done with Klue. First up, Venessa Richards, our Mid-Market Customer Success Manager, is walking through how you can speed up your competitive analysis with Klue Insights and our latest integration with Gong.

You can watch her walkthrough below or keep on reading.

Why do we need to speed up competitive analysis?

Analysis is the biggest time suck that our customers face.

You have to block hours of your day to dig for competitive intel — whether your scrolling through hundreds of reviews, listening to your tenth Gong call of the day on 2X speed, or keyword searching win-loss transcripts…

… it’s a lot.

That’s where Klue Insights comes in.

Analyze competitors from your buyers’ voice

With Klue Insights, you get real-time analysis of what customers are saying about your competitors’ products and services.

But it’s not just raw data—it’s curated to highlight trends, pain points, and unmet needs.

Analyzing online reviews

Let’s look at this example below. Just think about how much time you’d spend reviewing over 10,000 reviews of Miro to understand what your buyer liked and disliked about their product.

Klue Insights consolidates these all into one space and then categorizes them into strengths and weaknesses based on keywords and topics.

Klue Insights automating the strengths and weaknesses of competitors through thousands of reviews.

You can also filter these by themes, date range, and positive and negative sentiments. This gives a more nuanced view of customer and buyer experience.

Klue insights looks at sentiment from your buyers about your competitor's strengths and weaknesses through online reviews.

Check out how our Competitive Enablement Manager, Hunter, builds a battlecard on an ankle biter competitor using Klue Insights.


Adding win-loss into your insights

But online reviews are just a fraction of the analysis work you need to be doing. One of the biggest sources of competitive intel comes directly from your buyer in win-loss interviews.

That’s why you can also have all of your win-loss interviews added into Klue Insights.

Klue Insights includes win-loss interviews so that our AI can identify competitor strengths and weaknesses.

Now our AI cross-references both data sources to give an even more precise view of your competitors’ strengths and weaknesses.

Not only is this deep, unbiased competitive intel from your buyers, it’s also the social proof you need to enable your sales reps.

Whether they’re backing up a claim or objection handling, your sellers can turn to specific quotes shared directly from your buyers.

Never miss a piece of competitive intel from your Gong calls

Online reviews and win-loss interviews are great sources from your buyer after they’ve evaluated your product or service.

But what about what buyers are saying during sales cycles?

This is a literal goldmine of competitive intel, especially as the deals are still in flight!

Unfortunately, Gong wasn’t built for product marketers doing competitive research… until now.

Here’s four ways our brand-new integration with Gong helps you:

1. Competitor trend tracker

Our Competitor Trend Tracker lets you visualize how often competitors are mentioned over time.

You can also filter this over a quarterly or six-month timeframe and view when competitors are being mentioned most at different stages of the deal.

That way you can make sure your sellers are armed with the best competitive content at the right time.

Klue's Gong integration lets you see every time your buyer mentions a competitor on a call, when they did, the competitor mentioned, and stage of the sales cycle.

2. Competitive call list

No more dropping pins or keyword searching, folks!

You can now see every competitor conversation Klue pulls in, including mention counts and call dates. With that means you can spend time digging into every snippet where a competitor is mentioned.

Klue's Gong integration shares every time a competitor was mentioned by your buyer in a Gong call

3. Summarize your insights

Let’s say there were a lot of mentions of your competitors on a call.

Well, then you’ve still got to block time to dig through it all right?

That’s why we added our summarization button to quickly capture the essence of what was said about a competitor, giving you even deeper and faster insights directly from your buyers.

Klue AI summarizes what buyers were saying about your competitors within your Gong calls

4. Embedding insights in battlecards

Nothing is more powerful than words coming straight from the horse’s mouth. (not that we’re calling your buyers a horse… but you get the point).

When you spot a really strong quote from a buyer highlighting the limitations of your competitor’s, or even your own seller dismissing the competitor with ease; those are the clips you need to get to your sales reps ASAP.

That’s why you can embed those snippets directly into your sales battlecards, complete with a timestamp.

Now your entire salesforce can see what ‘great’ looks like when handling a competitor objection.

Spend less time in the weeds

No product marketer has came to us and said that they want to do even more analysis.

There’s simply too much data that can slip through the cracks manually.

We’re excited that these new features are not only saving our customers time, but freeing them up to do the more impactful work: like enabling reps, hands-on deal support,

If those tasks sound more interesting than skimming through another online review, then check out Klue Insights.


Must Read

How to Conduct Win-Loss Interviews: A Step-By-Step Guide

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Feb 12th 2025

How to Conduct Win-Loss Interviews: A Step-By-Step Guide

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Master the art of sourcing win-loss interviews. Learn how to target the right candidates and boost interview acceptance rates with proven tactics.

Direct vs. Indirect Competitors (6 Real-World Examples)

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Feb 5th 2025

Direct vs. Indirect Competitors (6 Real-World Examples)

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There's two types of competitors you often face: direct competitors and indirect competitors. Here's what they are and how you can beat them.

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