Tracking Competitors
The Competitors page is the list of the companies you run into in deals. Funnelfeedr picks them up from your conversations and can go find them on the web, and you use the list to write responses tailored to each one.
Competitors live under Settings → Playbooks → Competitors.
1. Build the list
Three ways to get competitors in:
- Discovered from calls. When a competitor is mentioned on a recorded call, Funnelfeedr adds them as a Candidate.
- Find competitors. Click Find competitors in the list view. Funnelfeedr searches the web for companies that compete with you, adds the new ones and writes a short profile for each. This runs in the background and can take a few minutes — you get a notification when it is done. It can be run once every seven days.
- New competitor. Add one by hand with Name, Domain and Notes.
2. Add aliases
A competitor is rarely called the same thing twice. Open a competitor and add the other names it goes by in the Aliases card — the legal name, the short name, the old brand name, a common misspelling.
Aliases matter more here than anywhere else: the names and aliases of your active competitors are fed to the transcription engine as key terms, so adding them makes the transcript spell them correctly, which in turn makes the mention counts reliable.
3. Enrich with AI
Enrich with AI looks the competitor up on the web and updates its summary and competitive profile. The Notes field is refreshed with the new positioning summary rather than appended to, so an existing note is replaced. Domain is filled in only if it was empty. It runs in the background and each competitor can be enriched once every seven days.
From the list view, Enrich all does the same for every active competitor, skipping the ones enriched in the last seven days.
4. Read the numbers
The Details tab shows:
- Mentions — how many times this competitor has come up.
- Conversations — across how many separate calls.
- Forked objections — how many objection responses you have written specifically for this competitor.
- Last seen.
The Mentions tab lists the individual moments the competitor was named, so you can go back to the call it came from.
5. Write competitor-specific responses
This is what the list is for. In the objection library, open an objection, add a handling, and set Competitor to the one you want. That response is then used instead of the default when the buyer has mentioned that competitor.
A good pattern is one default handling that works everywhere, plus a fork for each of your two or three most common competitors.
6. Merge and archive
- Merge — if the same company ended up in the list twice, open one and click Merge. Its mentions move over to the one you kept and the duplicate is deleted.
- Archive — removes a competitor from your active list but keeps it in the ledger, so competitor discovery will not add it back. Set the status back to Active whenever you want.
Tips
- Add aliases before you rely on mention counts — a competitor that gets transcribed three different ways looks like three small problems instead of one big one.
- Archive the companies you no longer meet rather than deleting them. Archiving is what stops discovery from re-adding them.
- Enrichment rewrites the Notes field with the AI positioning summary, so anything you typed there is replaced. Domain is only filled in when it is empty and is never overwritten.