What a brief actually looks like.
Every run follows this same six-section format — Headline, Situation report, KPI scorecard, Threat matrix, Verdict, and Action priorities. This is a full, illustrative example using a fictional "Competitor A."
1. Headline
Competitor A shipped a usage-based pricing tier this week — your win rate against them slipped 6 points this quarter.
2. Situation report
Across your 3 tracked competitors, Competitor A was the most active this cycle: a new pricing tier, two product pages rewritten around "usage-based" messaging, and a wave of G2 reviews calling out faster onboarding. Competitor B and Competitor C shipped smaller changelog updates with no pricing movement.
3. KPI scorecard
- Pricing page changed 3× in 14 days — new usage-based tier added
- 12 new G2 reviews cite "faster onboarding" versus your product
- Changelog shows 2 new integrations shipped last week
- Win rate against Competitor A down 6 points quarter-over-quarter
4. Threat matrix
- HighCompetitor A's new usage-based tier undercuts your Team plan for buyers under 20 seats.
- MediumOnboarding-speed complaints are trending in reviews — a product gap, not a pricing one.
- LowCompetitor B's changelog update is a parity feature, not a new differentiator.
5. Verdict
Competitor A's pricing shift is the priority this week — it's already showing up in win-rate data, not just marketing pages. Onboarding speed is a real but slower-moving gap worth a product ticket, not an emergency.
6. Action priorities
- Brief your AEs on the pricing shift before next week's renewals
- Flag the onboarding-speed gap to product for the next planning cycle
- Re-run this comparison in 7 days to confirm the tier isn't a promo
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