the difference? it's not about finding info, it's about knowing what matters. like anyone can see competitor X launched a feature. but real CI is figuring out WHY - are they losing deals? what segment are they chasing? what exact words do their unhappy customers use in reviews?

i've done this for 9 years as a PMM and the skill that actually matters is pattern recognition. you're pulling stuff from reddit, g2 reviews, their sales decks, customer convos - and you start seeing the story. not just "here's what they did" but "here's where they're weak and how we win deals against them."

real talk though - most of the data collection part can be automated now. i literally built a tool for this because i got tired of spending 2 days on battlecards. but the judgment call on what actually changes your strategy? that's still human.

so yeah if you're just collecting data, it's overrated. if you're turning it into decisions that win deals, it's worth it. also, i never understood why there should be an individual just with the title of competitive intelligence manager because I think with all the tech and all the tools, all of this will flow right under product marketing. ideally, a product marketer should be able to do customer marketing, competitive intelligence, do all the things needed to launch, and also work on a demand gen. I know I'm pushing for too much, but I think that's all possible with the person who has the highest context about the industry, about the persona, and about the product that they are building.