Competitive Intelligence Sources
Find any number about a competitor: pricing, revenue, headcount, customers, ad spend. Each page names the sources that genuinely hold it, grades how far you can trust each one, and tells you plainly what none of them will reveal.
Competitive intelligence data points per source
Find below every competitor data point, against every source that can produce it. All 696 combinations are graded to help you find the best sources.
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Every row and every column is a full guide: the row explains where that number really comes from and how to verify it, the column covers what that source does and does not contain.
Find a specific piece of competitor information
24 pagesEach page names every source that yields that data point, grades how much you can trust it, and sets out the manual method for working it.
Pricing · 12 min read · Updated 10 Sep 2026
How to Find Competitor Pricing: 9 Sources, Ranked by Reliability
Most competitor pricing is already public, and the part that is not sits in your own closed-lost deals. The hard part is never finding a number. It is knowing whether the number you found is the list price, the street price, or a figure somebody invented.
Financials · 13 min read · Updated 10 Sep 2026
How to Find Competitor Revenue: 10 Sources and How Wrong Each One Is
Competitor revenue is either a filed, audited fact or somebody's model, and the whole skill is knowing which one you are looking at. Most private European competitors file far more than the people estimating them realise.
Customers · 13 min read · Updated 10 Sep 2026
How to Find a Competitor's Customers: 10 Sources That Name Names
A competitor's customer list is assembled, never found. Ten public sources each give you a slice, and the interesting question is rarely who their customers are: it is which of them are unhappy, and which have already quietly left.
Company · 11 min read · Updated 10 Sep 2026
How to Find a Competitor's Employee Count: 8 Sources, Compared
A competitor's employee count is easy to find and easy to misread. The total is the least useful part of it: what the number is made of, and how fast it is changing, is where the strategy actually shows.
Product · 12 min read · Updated 10 Sep 2026
How to Find a Competitor's Tech Stack: 9 Sources, Compared
Detection tools only see what your browser loads, which is the smallest and least interesting part of a competitor's tech stack. The infrastructure, the data layer and the internal tooling show up somewhere else entirely: in their subprocessor list, their DNS records, and their job ads.
Marketing · 13 min read · Updated 10 Sep 2026
How to Find Competitor Ad Spend: 8 Sources and Why Every Number Differs
Nobody outside a competitor's ad account knows what they spend, and every tool quoting a precise figure is multiplying one estimate by another. What you can get exactly is their creative, their cadence, their auction pressure on your own keywords, and an audited ceiling on the total.
Search · 13 min read · Updated 10 Sep 2026
How to Find Competitor Keywords: 10 Sources, Including Free Ones
Every tool in this market sells the same thing: a list of terms a competitor ranks for. That list is modelled rather than measured, and the only search data anybody has actually measured about your competitors is sitting in accounts you already own. The reason to pull any of it is that a keyword set is a competitor stating their strategy in public.
Marketing · 13 min read · Updated 10 Sep 2026
How to Find Competitor Website Traffic: 10 Sources and How Accurate Each Is
Every tool that quotes a competitor's monthly visits is modelling them from a panel, and the largest published comparison found the leading estimators missing real analytics by 100% or more on plenty of sites. Two free datasets, one from Google and one from Cloudflare, measured something real. Using them to bound the estimates is what turns a guess into a range you can act on.
Customers · 12 min read · Updated 10 Sep 2026
How to Find Competitor Churn Rate: What You Can and Cannot Know
This is the one competitive number that genuinely is not available. Nobody publishes a competitor's churn rate, and the retention figure listed companies do disclose is built to obscure it: net revenue retention nets expansion against losses, so a healthy-looking 120% is perfectly compatible with double-digit customer churn underneath.
Company · 12 min read · Updated 10 Sep 2026
How to Track Competitor Hiring: 10 Sources and What Each Role Reveals
A job advert is a budget somebody already approved, which makes hiring the earliest honest signal a company emits. It is also the most specific one. A press release says they are investing in a new area; a job description says which technology, which team, reporting to whom, in which city, starting when.
Product · 13 min read · Updated 10 Sep 2026
How to Find a Competitor's Product Roadmap: 11 Sources Ranked by Lead Time
A changelog tells you what a competitor already shipped, which is confirmation rather than prediction. A roadmap is reconstructed from artefacts they publish for entirely unrelated reasons, and those arrive in a fairly predictable order: patent applications at around eighteen months, a trademarked product name within days of filing, job ads two to four quarters out, and documentation weeks before the announcement.
Customer Voice · 13 min read · Updated 10 Sep 2026
How to Analyze Competitor Reviews: The Method, Tested on 500 Reviews
Reading a competitor's reviews takes an afternoon and produces very little. Analysing them produces the most honest account of that competitor's weaknesses you will ever obtain, and the difference is two rules: code every review into named themes at two levels, and apply a materiality threshold before you call anything a finding.
Positioning · 13 min read · Updated 10 Sep 2026
How to Analyze Competitor Positioning: 10 Sources and What Buyers Hear
Competitor positioning exists in two versions, and only one of them is on their website. The claimed position is what they publish. The received position is the sentence a buyer repeats back to you in a deal. The gap between the two is the finding, and it is the part almost nobody writes down.
Strategy · 13 min read · Updated 10 Sep 2026
How to Find a Competitor's Go-to-Market Strategy: 10 Sources and 6 Tells
For a listed competitor the answer is frequently written down and filed with a regulator, under a heading using those exact words, naming the motion, the channels, the buyer titles and the shape of the sales team. For everybody else it is reconstructed from six observable tells, and the loudest of them is the pricing page.
Product · 14 min read · Updated 10 Sep 2026
How to Find Competitor Patents: 9 Sources and the Assignee Problem
Searching a competitor's name in a patent database returns a fraction of what they hold. Portfolios sit under subsidiaries, pre-acquisition names and individual inventors, and ownership moves without any of it showing on the front page of a record. Running the search is the easy part. Getting the owner right, then reading the legal status rather than the claims, is where the work is.
Company · 13 min read · Updated 10 Sep 2026
How to Find a Competitor's Leadership Team: 10 Sources With Dates
Finding the names takes ten minutes and tells you almost nothing. The intelligence is in the appointment: which role they decided to create, where the person came from, and which departures were quietly never replaced. Filings and company registers carry the dates that a leadership page never will.
Compliance · 13 min read · Updated 10 Sep 2026
How to Check a Vendor's Security Certifications: 10 Sources
Some security certifications can be verified in a public register in under a minute. Others exist only as a report the vendor has to hand you. And a few of the ones vendors advertise most confidently are not certifications at all. Knowing which category you are in is most of the work, because the certificate logo tells you almost nothing on its own.
Social Media · 13 min read · Updated 10 Sep 2026
How to Analyze Competitor Social Media: 10 Sources and a Method
Competitor social media is the only source in competitive research you cannot go back and collect. Filings, registers and even deleted web pages survive somewhere; posts fall out of the feed in a day, stories expire, and anything deleted leaves no trace. So the method is capture first and analyse later, and the analysis you can run today is limited by the capture you started six months ago.
Sales · 14 min read · Updated 10 Sep 2026
How to Find a Competitor's Average Deal Size: 10 Sources
The average is usually the wrong number. Software revenue concentrates so heavily in a handful of accounts that an arithmetic mean can sit seven times above what a typical customer pays, and quoting it will cost you a deal. What you want is the distribution, and the useful surprise is that listed competitors disclose the distribution far more often than they disclose an average.
Strategy · 15 min read · Updated 10 Sep 2026
How to Analyze Competitor Strategy: 10 Sources and Four Corners
Most competitor strategy analysis produces a description of what a rival is doing. Porter's four corners was built to produce something more useful: a prediction of how they will respond when you move. Three of the four corners can be filled in from public sources, and for a listed competitor the fourth is written down in two places almost nobody reads.
Product · 13 min read · Updated 9 Sep 2026
How to Find What Technology a Website Uses: 11 Methods
Almost everything a browser can tell you about a website describes its front end: the CMS or site builder, the JavaScript framework, the tag manager, the CDN. The back end is quiet by design. We read the response headers of thirty well-known software websites on 7 August 2026, and twenty-seven of them named a CDN, an edge platform or a web server while not one named a server-side language. So the first move is not choosing a tool. It is deciding which of five different questions you are asking, because only some of them have an answer.
Market · 13 min read · Updated 4 Aug 2026
How to Find Competitor Market Share: 10 Sources and 3 Ways to Calculate It
Market share is a fraction, and nearly everyone researching it goes hunting for the numerator. The competitor's revenue is the easy half. The denominator, a credible figure for the size of the market, decides whether your percentage means anything, and in most business software categories no measured denominator exists at all.
Financials · 13 min read · Updated 4 Aug 2026
How to Find Competitor Funding: 10 Sources, Including Unannounced Rounds
A funding round usually becomes a matter of public record in a corporate registry before, and quite often instead of, any press release. The databases everyone checks are assembled from announcements, which is exactly why they miss the rounds that tell you the most: the quiet ones.
Distribution · 12 min read · Updated 4 Aug 2026
How to Find Competitor Partnerships: 10 Sources, Including the Contract
A partnership has two sides, and the smaller party almost always publicises it harder. That asymmetry is the whole technique: you learn more about a competitor's alliances from their partners than from them. And when the competitor is publicly listed, the agreement itself is frequently filed with the regulator, so you can read the terms rather than the press release.
Work a specific competitive intelligence source
19 pagesEach page covers what a source does and does not contain, the fields worth extracting, how to access it manually, and which questions it answers.
Financials · 14 min read · Updated 10 Sep 2026
How to Use SEC Filings for Competitive Analysis
A competitor's annual report is the only document in competitive intelligence where a company describes its own market, names its rivals and states what it is afraid of, under legal liability, for free. The part most people miss is that the filing worth reading is often not the competitor's own. Private companies that will never file appear by name in the filings of the listed companies that compete with them, sell to them, partner with them and hold their shares.
Financials · 13 min read · Updated 10 Sep 2026
How to Use Earnings Calls for Competitive Intelligence
An earnings call is the only recurring event where a competitor's chief executive answers hostile questions in public, on a schedule, without choosing them. Most guides tell you to listen to your competitor's call. The larger opportunity is that the same analysts cover your entire category and ask every company in it the same question within the same six weeks, which makes a quarter of transcripts a free comparative survey nobody had to commission.
Company · 13 min read · Updated 10 Sep 2026
How to Use Crunchbase for Competitive Analysis, and Its Limits
Crunchbase is the fastest way to get a competitor's funding history, investors and acquisitions on one screen, and it is an unusually easy source to over-trust. Its data comes substantially from the people it describes: investors submitting portfolio updates and hundreds of thousands of community contributors. That means coverage tracks who had a reason to tell them, so a thin profile is evidence about a company's fundraising and press habits rather than about the company.
Customer Voice · 13 min read · Updated 10 Sep 2026
How to Use Reddit for Competitor Research: Method and Limits
Reddit is the only source in competitive research where your rival's customers grade each other's complaints. Every post and comment starts with a single upvote and has to earn its visibility from the community, so a score is an unpaid vote on whether a criticism resonates. It is also, on Reddit's own account, one of the corpuses that AI answers are built from, which means what gets upvoted about a competitor this quarter shapes what a model says about them next. The trap is treating that vote as evidence of truth or of scale. It is neither.
Company · 13 min read · Updated 10 Sep 2026
How to Use Job Postings for Competitive Intelligence
A job advert is the only document a competitor publishes that is penalised for being vague. Everything else on their site is written to persuade, and vagueness there costs nothing. A job description is written to filter, so an advert that does not name the database, the tools, the region and the metric attracts the wrong applicants and wastes a recruiter's quarter. That pressure is why it is the most literal document a private company puts into public, and why one advert routinely answers questions about their stack, their structure, their pay bands and their next market that no other free source will.
Customer Voice · 14 min read · Updated 10 Sep 2026
How to Analyze Competitor App Reviews: Version by Version
Every other review corpus tells you that customers are unhappy. App store reviews tell you which build made them unhappy, because every review carries the version it was written against and the developer publishes dated release notes beside it. That pairing does not exist anywhere else. The catch is that the star rating itself is not a property of the app: it varies by storefront, by device class and by whether the developer chose to reset it.
Ads · 15 min read · Updated 10 Sep 2026
How to See Competitor Ads: Every Public Ad Library, Ranked
You can see almost every ad a competitor is running right now, for free, in a browser, without an account. What almost nobody reading these libraries understands is why they exist: they are compliance artefacts built to a legal specification, not research products. That decides which fields you get, how long an ad survives, and why one platform's library is excellent while another's was found unlawful. It also means the archive can be narrowed or withdrawn, and one of them already has been.
Customer Voice · 15 min read · Updated 10 Sep 2026
How to Use G2 for Competitive Analysis
Almost everything written about using G2 competitively assumes you are a seller with a paid profile and a dashboard. The larger opportunity is the public side, where any competitor's profile is readable without an account. The catch is that the headline number is a model output rather than an average, so the first job is learning what it is made of before quoting it at anybody.
Customer Voice · 15 min read · Updated 10 Sep 2026
Using Capterra for Competitor Research
Capterra is a directory where position is openly for sale, and that is the reason to read it rather than the reason to dismiss it. A rival bidding to sit at the top of a category has told you which market they are spending money to win, on a page anybody can open. Underneath the paid layer sits the widest software catalogue in the market, which makes it the best place to find competitors you did not know existed.
Company · 17 min read · Updated 10 Sep 2026
How to Use LinkedIn for Competitive Intelligence
Almost every competitive source is a document you can read without announcing yourself. LinkedIn is a network you belong to, and researching a rival inside it changes three things. The record is written by the people you are researching rather than compiled by anyone neutral. The platform meters how much of it you may read, and the meter is scoped almost exactly to competitive research. And the reading is visible: following a rival's page puts your name, your employer and the date you arrived into a list their admins can sort and export.
Company · 15 min read · Updated 9 Sep 2026
How to Use Glassdoor for Competitive Intelligence: 11 Signals
Glassdoor is the only competitive source where a rival's own staff describe the business from the inside, and the only one whose operator has measured and published how skewed its sample is. That second fact is what makes it usable. The rating is the least interesting thing on the page: the value sits in the six sub-ratings, in the interview reports, in the salary ranges, and in the direction all of them are moving.
Strategy · 13 min read · Updated 9 Sep 2026
How to Use Competitor Press Releases for Competitive Intelligence
Almost every guide to competitor monitoring starts with press releases, and almost none of them explain what a press release actually is. It is a document written to be republished word for word, which makes it a poor record of what happened and an unusually good record of what a company wants said about it. For a listed rival it is something else again: a compliance instrument, timed and worded under rules that have nothing to do with marketing.
Customer Voice · 15 min read · Updated 9 Sep 2026
Using Trustpilot for Competitor Analysis
Every Trustpilot business profile has a second page most researchers never open. It publishes where a company's reviews came from, how their rating differs between solicited and unsolicited reviewers, how many reviews they tried to have removed and whether Trustpilot agreed. That is a record of a competitor's own behaviour, published by the platform, free, and available without an account.
Marketing · 16 min read · Updated 9 Sep 2026
How to Use Similarweb for Competitor Analysis
Not every number on Similarweb is an estimate. When a company connects its own analytics and makes the connection public, the visit count on its profile is the sessions its analytics recorded, while the rank beside it stays modelled, so one profile can carry two kinds of number at once. Everything a competitive researcher does with Similarweb starts by establishing which kind is in front of them, then placing the domain inside the two traffic thresholds the product publishes for itself.
Product · 16 min read · Updated 8 Sep 2026
How to Use BuiltWith for Competitor Analysis
Every technology on a BuiltWith profile carries two dates, the month it was first detected and the month it was last found, and that is what separates this source from a browser extension. A detector tells you what is on a page today. A dated archive tells you what a competitor tried, how long they gave it, and what replaced it. Across five business software domains read on 6 September 2026, a third of the rows were technologies the site no longer runs, and the record of what a rival abandoned is usually the more informative half.
Product · 15 min read · Updated 8 Sep 2026
Using Wappalyzer for Competitive Intelligence
Wappalyzer answers two different questions with the same name, and confusing them is where competitive research goes wrong with it. The browser extension runs its fingerprint locally on the page you are looking at, so it sees what you were actually served, including pages behind a login that nothing else reaches. The shared index behind the lookup is a different instrument: it is filtered before you see it, excluding low-confidence detections and anything not verified in the last two months, and it is partly assembled from what other people's extensions reported while they browsed.
Customer Voice · 14 min read · Updated 6 Sep 2026
How to Use Review Sites for Competitive Analysis
A software review site is a database of buyers that happens to store opinions. Every review carries the reviewer's company size, industry, role and region, which makes a competitor's review page the closest thing to a free readout of who actually buys from them. Reading the review text is the part everybody does; reading the filters, the comparison pages and the platform's own ownership is where the competitive answers are.
Company · 13 min read · Updated 6 Sep 2026
How to See a Competitor's Old Website: Web Archives, Ranked
Almost every competitive source tells you what a rival says now. Web archives tell you what they said before, and they are the only source that produces evidence a third party can check for themselves: a snapshot sits at a public, dated address on somebody else's servers, which is something your own screenshot will never be. The limit matters just as much. An archive is a sample of a website rather than a record of it, so a snapshot proves what a page said on the day it was captured and proves nothing at all about the days in between.
Company · 16 min read · Updated 6 Sep 2026
How to Use Company Registries for Competitive Intelligence
A company registry is the only document a competitor files because the law requires it, which makes it the one place their own words are not chosen for effect. It is also the source most often described badly: what a registry holds varies enormously by country, the filing calendar means the newest accounts can be nearly two years old and still on time, and the jurisdiction where most software companies incorporate publishes almost nothing at all.
Turn data you already own into competitive intelligence
10 pagesThe strongest competitive evidence most teams hold is already in their buyer interviews, their recorded calls and their pipeline. Each page covers how to get it out.
Customer Voice · 14 min read · Updated 10 Sep 2026
How to Use Sales Call Recordings for Competitive Intelligence
Every other competitive source has your rival describing themselves. A sales call recording has a third party describing them instead, in their own words, with a timestamp, in a conversation held for entirely different reasons. When a buyer says they heard you cannot do something, they are repeating a competitor's argument almost verbatim, which makes your own call archive the closest thing to a rival's sales pitch that anybody can obtain honestly.
Customer Voice · 15 min read · Updated 10 Sep 2026
How to Use Gong for Competitive Intelligence
Gong holds a competitive record almost nobody reads properly: every time a buyer said a rival's name to one of your sellers. The catch is that two separate mechanisms answer to the word competitor inside the product, they count different things, and only one of them feeds the win rate everybody quotes. Learning which is which takes ten minutes and changes what the number means.
Customer Voice · 14 min read · Updated 10 Sep 2026
Using Modjo for Competitor Analysis
Modjo detects competitors through topics, and a topic is a set of keywords attached to one language. That single design decision governs everything a multi-country team can and cannot conclude from it: a rival tracked in French is invisible on the German calls until somebody writes the German list. Get that right and you have a per-market competitive read almost nobody builds. Get it wrong and the gaps between countries look like market findings.
Customer Voice · 14 min read · Updated 10 Sep 2026
How to Use Claap for Competitor Analysis
Claap labels competitor mentions on every call without anyone maintaining a list of names. That inverts the usual trade: it can surface a rival nobody in your company had written down, and it cannot show you why it decided something was a competitor mention. Read the labels as leads rather than as counts, and the second thing to check is how far back your plan lets you look, because retention here is a published line on a price list.
Sales · 15 min read · Updated 10 Sep 2026
How to Use HubSpot for Competitive Intelligence
HubSpot ships no property naming the competitor who won the deal, and it ships a complete automatic record of how long every deal spent in every stage. That pairing decides the whole method here. The one property you add is worth four quarters of history rather than none, because the timing it becomes readable against was already being written while nobody was recording competitors at all.
Sales · 14 min read · Updated 10 Sep 2026
How to Use Pipedrive for Competitor Research
Pipedrive asks the competitive question without being told to: mark a deal lost and it prompts for the reason. That prompt is the reason Pipedrive records lose better than most, and its default setting is freeform, which is the reason those answers cannot be counted. Fixing that is twenty minutes of configuration. Knowing which plan will then let you group a report by it is what decides whether the analysis happens in Pipedrive or in a spreadsheet.
Sales · 15 min read · Updated 10 Sep 2026
Using Attio for Competitive Analysis
Most CRMs store a competitor as a string inside a deal field. Attio can store one as a record: referenced from the deals it appeared in, carrying its own attributes, enriched automatically with an employee range and a funding figure, and answerable by an agent that researches a question and writes the answer back as a column. That is a competitive database inside your CRM. It also has one specific limit worth knowing before you build on it, and it shows up at the export.
Sales · 14 min read · Updated 9 Sep 2026
How to Use CRM Data for Competitive Intelligence
Most teams describe their CRM as the biggest untapped source of competitive intelligence they own, and then find nothing usable in it. The reason is structural rather than cultural: neither of the two most-used CRMs ships with a field that names the competitor you lost to. The competitive layer is something you have to add, which is why it is missing, and why fixing the instrumentation matters more than any analysis you could run on the data as it stands.
Sales · 15 min read · Updated 6 Sep 2026
How to Use Win/Loss Interviews for Competitive Intelligence
A win/loss interview is the only competitive research you can do where the respondent personally sat through your pitch and your rival's, compared them under real budget pressure, and then chose. Almost every competitive source describes a rival from the outside. This one puts you in front of the person who evaluated them, and the most valuable half of the programme is the half almost nobody runs: the interviews with buyers who said yes.
Sales · 16 min read · Updated 6 Sep 2026
Using Salesforce for Competitor Analysis
Salesforce is one of the very few CRMs that ships a dedicated competitor object, with a thousand characters of strengths and a thousand of weaknesses attached to every rival on every opportunity. It is also a product whose own training module walks admins past that object and has them build custom picklists instead. Both facts are documented, the reason is in the field definition, and the choice between them shapes every competitive number the org will ever produce.