Glossary
The terms, defined.
Plain-language definitions for the terms used in competitive intelligence, positioning, and competitor monitoring. Each one includes a concrete B2B SaaS example.
Battlecard
A short, sales-facing document summarizing how to compete against a specific competitor in a deal.
Category
The mental box buyers place your product in — typically named by a single noun or short phrase ("CRM," "team chat," "issue tracker").
Category creation
The strategic act of attempting to define and own a new product category in the buyer's mind, rather than competing within an existing one.
Competitive analysis
The structured, point-in-time examination of competitors to surface decisions about your own strategy.
Competitive intelligence
The ongoing, ethical, systematic gathering and analysis of public information about competitors to inform strategic decisions.
Differentiation
The set of attributes that make your product distinct from the alternatives — and that the buyer cares about.
ICP (Ideal Customer Profile)
The narrow description of the customer who derives the most value from your product, used to focus marketing, sales, and product investment.
Jobs-to-Be-Done (JTBD)
A framework that defines products by the underlying job a buyer "hires" them to do, rather than by their features or category.
Market research
The gathering and analysis of information about buyers, market size, and demand patterns — distinct from competitive intelligence.
Moat
A durable competitive advantage that prevents competitors from copying your business model or eroding your share.
Positioning
The strategic act of defining what category your product is in, who it's for, and why the buyer should choose it over the alternatives.
Sales enablement
The systems, content, and tools provided to sales teams to help them win more deals — adjacent to but distinct from competitive intelligence.
Site diffing
The technical process of comparing two snapshots of a website to identify what changed at the content level.
Unique attributes
The specific, concrete features or properties your product has that the alternatives don't.
Website change monitoring
The automated tracking of changes on competitor websites — pricing pages, product pages, hero copy, careers pages — over time.
Win rate
The percentage of sales opportunities that close as wins, used as the primary metric for measuring competitive performance.