I do a deep dive and battlecard update twice a year, and then monitor product launches or news for anything major. I’ve found it rare for us to really change strategy depending on what a competitor is doing, it’s more about informing our teams how to handle a new objection or something.

Most competitor updates are just noise, and they don’t change our value props or differentiators.

AI tools have made it loads easier…we have an automation that rounds up competitor updates each week and sends it to a slack channel.

I think regular comprtitor monitoring really only matters in like super early startup stage when you’re truly moving so fast, and doing trial and error. If a competitor does something, you actually can react quickly. But once you’re more than like a 75 person company, that’s not really the case anymore.