How do I keep track of competitors without a competitive intelligence team?

How many competitors should I track?

Three to five direct competitors, plus a separate list for everyone else you watch.

Partners, suppliers, regulators and companies in neighbouring markets matter too, but for different reasons. A regulator’s new rule is a change to your market. A supplier’s price rise is a cost. Keeping them on a separate list stops you from reading every piece of news as a threat.

If you have fifteen names on your competitor list, you have a list you won’t read.

How do I decide whether a competitor move matters?

Ask one question: does this change what a buyer of ours should do in the next quarter?

1. Read the original announcement. Vendor news is written to sound bigger than it is.
2. Check what actually shipped against what was claimed.
3. Ask the buyer question above. If the answer is no, note it and move on.
4. If the answer is yes, decide where it goes: a sales conversation, a pricing review, or a public post.

Funding rounds and outages almost never pass the test. A competitor entering your category from another market almost always does, because your buyers are about to hear a new definition of what you sell. Our playbook on turning a competitor move into a published response has a table of common moves and when each deserves an answer.

Can I do this by hand?

Yes. A news alert per competitor, a spreadsheet and a fixed hour a week will cover a short list.

It tends to stop for ordinary reasons: the alerts fill your inbox, the spreadsheet falls behind, and the hour goes to a customer instead. We wrote up the trade-offs on Adamiro vs. doing it manually. If the manual version is working for you, keep it.

What do I do with what I find?

Keep most of it internal, and publish only when the move changes what buyers should evaluate.

Competitor findings are useful in sales calls, pricing decisions and your product plans. When one does deserve a public answer, write about your own position on the problem. A post that explains what you believe reads as confident. A post that names a rival and reacts reads as rattled.

How Adamiro does it

Radar is the competitor and market module. It produces a private weekly briefing for you to act on, separate from anything you publish.

1. Your direct competitors live on the Competitors tab of your company profile. Partners, suppliers and regulators go on Radar’s own Other organisations to watch list, and Adamiro reads the two lists differently, so a supplier’s news isn’t called a competitor move.
2. Fill this in from my profile sets up the Watchlist from your company profile. Copy from Signals adds terms Signals already watches.
3. Each briefing has sections for Competitive Signals, Market Movements, Technology & Platform, Regulatory & Standards and a Strategic Summary. A finding’s strength is stated as a count of the items behind it.
4. Competitor moves come from the news and sources Radar reads. Accounts to watch is a separate list, for the companies you want to win: for each one with a web address, Radar reads the home page every run and the pricing and careers pages at most weekly. It reports a page only when the start of its text changed, and it skips a site whose robots.txt blocks the whole site.
5. Competitive findings have no send icon, so what a rival did can’t be pushed into a public draft by accident. Market, technology and regulation items can go to Voice once you switch on Allow public sharing.
6. On the Signals Buyers tab you can paste a competitor’s reviews and Signals reads them for the problems their customers name. Nothing you paste is published.
7. AI Visibility asks ChatGPT, Perplexity and Google AI Mode your buyers’ questions and records which tracked competitors each answer named, including brands it picked that you don’t track.
8. Ask Mentor about your competitive position and it uses your recent Radar findings.

Every Radar rule is on the Radar features page.

When Adamiro is the wrong tool

• You have a sales team losing deals to a named rival. Battlecards pushed into a CRM, and win-loss interviews, are what Crayon and Klue are built for. Adamiro has neither.
• You need hiring signals outside Sweden. Radar’s job-ad search reads Sweden’s public job board only.
• You want real-time alerts. Radar sends a briefing on the schedule you set. If you need to know within the hour, it’s the wrong shape.