Grant Shirk
Head of Product Marketing, Cisco Meraki at Cisco | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few.

This is going to sound like a product management (not marketing) answer, but if things are truly moving that quickly -- new competitors, new use cases, new feature requirements -- the best way to stay on top of competitors is listen to your customers first.

Many times, companies are too focused on what the competition is doing and forget what's most important: solving your customers' problems as effectively as possible. We had this problem at Box early on. On the surface, the market we were in had a very low barrier to entry. It seemed like we uncovered a new "free storage" service every week. At one point I had a list of 400+ of these would-be competitors.

That's an impossible list, so we simplified the problem. We trained everyone in the field on our core strengths and gave them a framework to identify how best to help customers based on that. Competition became a secondary consideration, and we really only focused on the top 5-6 threats in the market. 

If you know what you're great at, and what situations you tend to win most frequently, focus your attention there. It's also a lot more fun to drive marketing around your strengths than others' perceived weaknesses.

Steve Feyer
Product Marketing Director at
In B2B: Make sure your sales team is activated to share information with you. Much important competitive information will not be public, and your sales reps are in the best position to hear about and gather new data. Just keep in mind that you don't need to react the same way they do to new infor...more
Ambika Aggarwal
Director of Product Marketing at Culture Amp
There's no silver bullet here because this really does involve setting aside time, especially when CI is not the only part of your job. You can set aside 1-2 hours once a week to do deep dives into your competitors website, PR/news, social media, etc.  There are a few automated ways to do this l...more
Joe Abbott
Head of Product Marketing at Ramp
I'll start by saying - having a solid competitive positioning framework with a few buckets for your entire universe of competitors helps immensely. I think this is the only way to build a competitive function from scratch with a lean team. e.g. Competitor X, Y, and Z fit into Category A and can g...more
Ellie Mirman
Chief Marketing Officer at
1. Automate as much of the research / data collection as possible. (I'm biased, but I think Crayon does the best job of capturing competitive moves across millions of sources.) Honestly, this should be "outsourced" to technology because it can do a better job at a fraction of the cost (think of y...more
Daniel Palay
Head Of Product Marketing at 3Gtms
@Ellie Mirman has the right idea, in terms of broad, general principles to apply. My personal bias is against following every release and customer move because it sets one up to play a capability-level, reactive game. Personally, I think it's more important to observe commonalities among competit...more
Marina Ben-Zvi
Sr. Director, Product Marketing at productboard
Similar to an earlier question: (1) define and tier your competitors, (2) determine the competitive assets you need, (3) set your cadence, (4) invest in a Competitive Intelligence platform, and (5) block off an hour or so weekly to review competitive updates. For competitive intelligence to be f...more
Max A.
Director of Product Marketing at PandaDoc
This depends on the necessary level of detail. We use Google Alerts + an internal Slack channel for ongoing monitoring. As for in-depth analysis, Crunchbase,, G2Crowd, Capterra, LinkedIn, Glassdoor, and competitors' websites can be useful.  Also, check out this blog post: http://max2c...more
Sarah Din
VP of Marketing at
Here are some ways I've tackled this with my teams: 1. It is important to establish a cadence for your competitive research. How often is actually achievable based on your resources/bandwidth? Do you have a dedicated CI person on the team or is your team smaller where this is part o...more
James Winter
VP of Marketing at Spekit
Google Alerts are a great way to keep up on content that your competitors are posting. I have a weekly digest email that's delivered to my inbox with my top 6-7 competitors.  If you have the resources, the big three analyst research firms are also a great way to stay on top of it. A big part of ...more
Josh Colter
Head of Marketing at Woven

RSS feed fed to a slack channel that I review each week. Also, I have alerts setup for key competitor pages (home, pricing, etc...) that notifiy me of any significant changes.

Emily Rugaber
VP of Marketing (previously Head of Product Marketing) at Thanx
In addition to the above, I also like Owler and LinkedIn Sales Navigator for keeping on top of news and updates. I allocate one team member to focus on competitive and then that individual curates the updates for the internal audiences as appropriate. We make sure to share the right level of i...more
Fiona Finn
Director of Product Marketing at
Depending on the outcomes desired (360* view of competition, product knowledge, pricing, positioning, etc.) there are a lot of different way to stay on top of a lot of different data points. In addition to using Google/ RSS Alerts: 1. Integrate as much intel into your current processes as possib...more
Brady Jensen
Principal at Aggregate Insights
Something like Talkwalker Alerts is free like Google Alerts and much more flexible. If you are ready to get serious, something like Crayon from Ellie (above) or Kompyte can be helpful.  That said, I've found that in tech it's often a problem of too much information and a noise over signal prob...more
Gaurav Harode
Founder at Enablix
Once you get the insights (from the different methods that the other answers have already shared), it will help to crystalize important changes in competitive deck so that sales and other customer-facing team members have access to the key competitive data points. This could be done through one s...more