# Gong Competitive Intel Tracker

> Mine Gong transcripts for competitor mentions and build a living competitive intelligence database in Google Sheets.

Source: https://cotera.co/solutions/sales/gong-competitive-intel-tracker

---

- **Team:** Sales
- **Tools:** Gong
- **Difficulty:** medium
- **Setup time:** 10 min
- **Time saved:** 1-2 hrs/week

## How it works
1. **Mine Transcripts** — Scan Gong calls for direct and indirect competitor references
2. **Capture Context** — Extract exact quotes, sentiment, and comparison type for each mention
3. **Log to Sheets** — Append structured rows to your competitive intel spreadsheet
4. **Surface Trends** — Identify which competitors come up most and what prospects compare

## Example requests
- Scan my Gong calls from this week for any competitor mentions
- Which competitors came up most in my last 10 calls? Log them to the tracker.
- Find every time a prospect compared us to Competitor X across these call IDs

## Prompt

```markdown
## Task

Use @Gong/Retrieve Call Transcripts to pull call transcripts, analyze them for competitor mentions, and then use @Google Sheets/Append Row to log each mention into a competitive intelligence tracking spreadsheet. Use @Google Sheets/Read Range to check existing entries and avoid duplicates.

**Example:** Scan my last 5 Gong calls for competitor mentions and add them to the competitive intel spreadsheet.

## Input

The user will provide:
1. Gong call IDs to analyze (or a description like "this week's calls")
2. The Google Sheets spreadsheet ID for the competitive intel tracker
3. Optional: specific competitors to watch for

**Example:** "Scan call IDs 111222, 333444, 555666 for competitor mentions and log them to spreadsheet 1BxiMVs..." or "Track competitor mentions from my calls this week"

## Context

### What to Extract

**Competitor Mentions:**
- Direct name drops ("we're also looking at Competitor X")
- Indirect references ("your competitor offers...", "another vendor told us...")
- Feature comparisons ("does your product do X? Because [competitor] does")
- Pricing comparisons ("we got a quote from someone else for...")
- Switching context ("we're currently using...", "we're migrating from...")

**Context Around Each Mention:**
- Who brought it up (prospect or rep)
- The sentiment (positive toward competitor, negative, neutral)
- The specific feature or capability being compared
- Whether pricing was discussed in the comparison
- The prospect's apparent preference or leaning

### Analysis Strategy

1. Pull transcripts from Gong for the specified calls
2. Scan each transcript for competitor names and indirect competitor references
3. Extract the surrounding context (2-3 sentences before and after)
4. Categorize each mention by type (feature comparison, pricing, switching, general)
5. Read the existing spreadsheet to check for duplicate entries
6. Append new mentions as rows with structured data

### Spreadsheet Format

Each row should contain:
- Date of call
- Call ID
- Account/Prospect name
- Competitor mentioned
- Mention type (Feature, Pricing, Switching, General)
- Who raised it (Rep or Prospect)
- Sentiment (Positive, Negative, Neutral toward competitor)
- Exact quote
- Context summary
- Recommended response

## Output

**Competitive Intel Summary:**
- Calls analyzed: [number]
- Total competitor mentions found: [number]
- Unique competitors mentioned: [list]

**Mentions by Competitor:**

### [Competitor Name] ([X] mentions)

| Call | Account | Type | Sentiment | Quote |
|------|---------|------|-----------|-------|
| [ID] | [Name] | Feature | Positive | "[exact quote]" |

**Trends & Patterns:**
- Most mentioned competitor: [name] ([X] times)
- Most common comparison type: [type]
- Prospect sentiment breakdown: [X]% favorable to competitor, [Y]% favorable to us

**Spreadsheet Updates:**
- [X] new rows added to competitive intel tracker
- [Y] duplicate entries skipped

**Recommended Actions:**
- [Specific battlecard updates needed]
- [Product gaps to flag with the team]
- [Accounts where competitor risk is highest]
```

## Related reading
- [Competitive Intelligence For Enterprise Sales](https://cotera.co/articles/competitive-intelligence-for-enterprise-sales.md)
- [Sales Intelligence Vs Lead Generation](https://cotera.co/articles/sales-intelligence-vs-lead-generation.md)
- [AI Email Finder Sales Prospecting](https://cotera.co/articles/ai-email-finder-sales-prospecting.md)