This is a great question and one that generally takes refinement over time based on feedback from sales.
Here's what you can do to make sure your competitive intel is beneficial and leveraged by your sales team:
1. Conduct in-depth Win/Loss research - identify the key lost and won reasons that come up from your deals from the notes that reps are inputting into salesforce but also from win/loss interviews. You can hire a win/loss vendor to do this. I've personally worked with Clozd and Primary Intel and they've been great in accelerating these competitive insights.
2. Survey reps, listen to calls or simply talk to reps to find out what the most common objections are per competitor - remember to take a per competitor approach here since objections vary across the board.
3. Find reps who have successfully closed deals with those competitors and listen to their Gong calls and reach out to them to find out what worked and how they handled objections.
Gathering all this intel together, craft together a "Swords" and "Shields" playbook that outlines your "Swords" - what reps should LEAD with as competitive strengths against that particulary competitor accompanied by proof points and case studies, and "Shields" - how reps can handle objections with talk tracks, proof points and case studies. When you roll this out make sure you highlight the fact that the playbook was crafted based on data and direct feedback from them on what objections they're struggling with most.