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 conversations. Funnelfeedr picks up competitors mentioned in the calls, external meetings and shared emails of users with a Close seat. Once a competitor has come up in two different conversations, it is added as a Candidate. At three, it is proposed for approval under Todo → Approvals, and approving it makes it Active.
Discover competitors. Click Discover competitors in the list view. Funnelfeedr searches the web for companies that compete with you and adds the new ones as Active, with the source Found on the web. 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 an active competitor up on the web. The result is shown in the Web research card, and a full competitive profile is saved to your knowledge base; View profile and sources opens it. Your own Notes are never touched. 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.

You rarely need to start it yourself: research runs automatically when a competitor becomes Active, and a weekly job picks up any active competitor that has never been researched.

4. Read the numbers

The Details tab shows:

Mentions — how many times this competitor has come up.
Conversations — across how many separate calls.
Objection variants — 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, handlings and aliases move over to the one you kept and the duplicate is deleted.
Archive — the Archive button on the competitor removes it 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.
Use Notes for what your team knows first-hand. Enrichment writes to the Web research card instead and never replaces your notes. Domain is only filled in when it is empty and is never overwritten.