A customer-led workflow
Build a living market intelligence system from the conversations you're already having — automatically detecting competitive mentions, buyer trends, and emerging opportunities without a dedicated research team.
Customer evidence
“Citations in reports are critical for us. They build trust and prove accuracy — when leadership sees top citations, it reinforces credibility.”
Ask a specific question of your company context. Inspect the accounts and source material behind the answer before using it in a report or a team decision.
01
BuildBetter automatically flags every competitor mention across your call library. See which alternatives prospects considered, how they describe each competitor, and how often specific tools come up in deals you win versus lose.
02
Instead of relying on post-hoc CRM fields, pull the real reasons from transcript signals. Surface the objections that ended in losses, the proof points that closed wins, and the switching triggers that brought prospects to you in the first place.
03
Run a monthly query to identify pain points or topics that are appearing more frequently than in previous periods. Market shifts show up in conversation data weeks before they appear in industry reports.
04
Understand not just what buyers decide but how they decide: who's involved, what they prioritise, what triggers urgency, and what stalls deals. This informs both positioning and sales enablement simultaneously.
05
Find clusters of customers who describe similar problems in similar ways — these emergent segments often reveal ICP refinements and positioning opportunities that top-down demographic segmentation misses.
06
Surface unmet needs that customers articulate but that no current solution addresses well. These are your product roadmap and positioning opportunities — problems visible in your calls before they appear in your competitors' feature sets.
Ask Chat: 'Which competitor tools or alternatives do prospects mention most often in sales calls? How do they describe each one?' Get a ranked list with representative quotes.
Cross-reference competitive mentions with deal outcome tags. Which competitors appear most in lost deals? Which come up and then disappear by the close? The pattern tells you where to compete and where to retreat.
Ask Chat: 'Summarise what prospects say about [competitor] in our calls. What do they like? What frustrates them? Why did they evaluate us instead?' Use this to update battle cards monthly.
Filter Signals for mentions of price, cost, or budget. Map how pricing objections correlate with specific competitors and segments — your real pricing position lives in these conversations, not in your spreadsheet.
Ask Chat: 'What pain points or topics are appearing more frequently in calls this month compared to last month?' Rising themes are your leading indicators of market shifts.
Filter Signals for mentions of specific tools, platforms, regulations, or industry events. These signals reveal how your buyers' broader context is changing — which informs both messaging and product direction.
Look for patterns in what events push prospects from 'interested' to 'buying now': a new hire, a failed audit, a funding round, a competitor winning a major account. These triggers shape your demand generation strategy.
Ask Chat: 'Who else do prospects mention as part of their buying decision? What concerns do each stakeholder type raise?' Map the real decision-making structure across your ICP, not the one on the org chart.
Filter for stall signals — Objection type with specific themes like 'need to check with IT', 'waiting on budget', 'comparing options'. Each stall pattern has a corresponding enablement or marketing asset that could unstick it.
Query: 'How do prospects describe what they were using or doing before looking at us?' This tells you both your competitive landscape and the alternative that matters most — often the status quo, not a direct competitor.
Ask Chat: 'Summarise the key competitive and market trends from this month's calls. What's new? What's shifting? What should the team know?' Distribute to sales, product, and leadership.
Replace assumption-based competitive positioning with quotes and patterns from actual calls. Battle cards grounded in buyer language are more trusted by sales reps and more effective in deals.
Before quarterly planning, run a comprehensive market intelligence query. Present real evidence of where the market is going — not analyst speculation — to anchor strategy discussions in data.
Bring a real question. We’ll walk through the context and the next step together.
Book a demo
