How do you partner with competitive intelligence to develop sales enablement tools?

Competitive intelligence is great resource and team to collaborate with, if you have the opportunity. I work closely with this team to help me uncover details on the top 5-8 direct competitors like product positioning, pricing, where they win, and where they're weak. It's up to you as the PMM to determine what information to surface to sales and how. A few tactics I've seen work include a weekly newsletter - short and to the point that summarizes compete activity; battle cards; objection handling questions and answers; and private rate cards.

Keep in mind you'll also want to stay aware of indirect competitors. Perform similar analysis for indirect competitors, but it might be a little lighter due to bandwidth and information retention. Regardless, indirect competitors can soon become direct competitors, and you'll not want to be caught on your heels if that happens.