Aggregate Competitive Intelligence from Win/Loss Data

Build a structured competitive intelligence database from win/loss interview data. Every interview that mentions a competitor is a data point. Aggregate enough data points and patterns emerge.

Prerequisites

• Attio CRM with deal records tagged with win/loss outcomes
• At least 10 completed win/loss interviews with extracted insights (see transcript-insight-extraction)
• n8n instance for automation

Steps

1. Create a Competitors object in Attio. Using the Attio MCP, create a custom object called "Competitors" with these attributes:

   • Name (text) — competitor company name
   • Mentions (number) — count of times mentioned in interviews
   • Win Rate Against (number) — percentage of deals won when this competitor was in the deal
   • Loss Rate Against (number) — percentage of deals lost to this competitor
   • Common Objections (text, multi-line) — recurring objections buyers raise about us vs them
   • Their Strengths (text, multi-line) — what buyers say they do better
   • Their Weaknesses (text, multi-line) — what buyers say they do worse
   • Last Updated (date) — when this record was last refreshed

2. Query win/loss insights from deal notes. Using the Attio MCP, query all deal notes tagged "win-loss-insight" from the last 90 days. Parse the COMPETITORS_MENTIONED field from each. Build a frequency table: which competitors appear most often?

3. Calculate win/loss rates per competitor. For each competitor mentioned in 3+ deals:

   • Count deals where we won AND this competitor was mentioned
   • Count deals where we lost AND this competitor was mentioned
   • Calculate: Win Rate Against = wins / (wins + losses) * 100 Update the Competitors object in Attio with these numbers.

4. Extract competitive themes. For each competitor, pull all PRODUCT_FEEDBACK and SALES_PROCESS_FEEDBACK entries from deals where they were mentioned. Use Claude API to summarize into 3 categories:

   • What buyers say they do better than us (Their Strengths)
   • What buyers say we do better than them (Their Weaknesses from their perspective)
   • Common objections that come up in competitive deals

5. Build a competitive battlecard. For each competitor with 5+ mentions, generate a battlecard note in Attio:

   ## {Competitor Name} Battlecard
   **Win rate against them:** {X}%
   **They win when:** {summary of their strengths from buyer quotes}
   **We win when:** {summary of our strengths from buyer quotes}
   **Handle this objection:** "{most common objection}" → {recommended response}
   **Key quotes from buyers:** {2-3 verbatim quotes}
   **Last updated:** {date}
   

6. Set up refresh automation. Create an n8n workflow that runs weekly:

   • Trigger: Cron schedule (every Monday 9am)
   • Query new win/loss insights from the past 7 days
   • Update competitor mention counts, win/loss rates, and themes
   • If any competitor's win rate against drops below 40%, send a Slack alert to the sales team

7. Track trends over time. Each time the weekly refresh runs, log the current win rate against each competitor as a PostHog event: competitive_win_rate_updated with properties competitor_name and win_rate. This creates a time series so you can see if competitive positioning is improving or degrading.