Ballet’s Competitor Watch & Meeting Prep template helps you automate weekly competitor briefings and deliver relevant battlecards before external meetings. Connect your competitive intelligence sources, calendar, and CRM to keep customer-facing teams informed and prepared for important conversations.
The problem: Keeping teams informed takes more coordination than it should.
Product Marketing maintains competitive battlecards. Sales shares insights from customer conversations. Important competitor announcements surface in Slack, email, and shared documents.
For Marketing Ops, the challenge is connecting that information and making sure it reaches the people who need it.
Consider an upcoming meeting with a prospect who’s evaluating your solution alongside a competitor. The competitor may already be documented in the CRM, and Product Marketing may have an up-to-date battlecard. But the sales rep still needs to find that information and review it before the conversation.
Meanwhile, someone has to gather the latest competitor developments and distribute updates across the organization.
These recurring tasks create opportunities for automation when the right systems are connected.
The play: Set the triggers. Ballet handles the coordination.
Start with Ballet’s Competitor Watch & Meeting Prep template and customize the competitors, information sources, and delivery settings for your team.
The template brings together two automated processes:
- The Monday briefing: Every Monday, the workflow gathers meaningful competitor developments, summarizes what’s changed, and emails the update to your chosen recipients.
- External meeting prep: The workflow checks upcoming external meetings, matches them to CRM accounts or opportunities, and looks for documented competitor information. When it finds a relevant competitor, it retrieves the corresponding battlecard and sends it to the meeting owner before the conversation.
You define the sources, recipients, schedules, and matching rules. Ballet coordinates the steps across your connected systems.
Customize the template with this prompt
Use the following instructions to tailor the template to your competitive intelligence sources, calendar, CRM, and delivery preferences.
Use the Competitor Watch & Meeting Prep template to automate competitor updates and external meeting preparation for [company name or URL].
Track these competitors: [competitor names or URLs].
Use competitive intelligence from [connected sources], including battlecards stored in [battlecard location], along with publicly available competitor announcements and product updates.
Monday competitor briefing
Every Monday morning, email a competitive intelligence briefing to [recipients].
Summarize meaningful developments from the previous week, including:
- What changed
- Why it matters
- Links to the original sources
Avoid repeating previously reported updates. If nothing meaningful has changed, send a brief confirmation.
External meeting preparation
Check my connected calendar for upcoming external meetings, including prospect calls, customer conversations, and partner discussions. Exclude internal-only meetings.
Use meeting attendee information and company details to match each meeting to the relevant account or opportunity in [CRM].
Check documented competitor fields and connected account or opportunity notes to determine whether a tracked competitor is involved.
When a relevant competitor is explicitly identified, retrieve the latest available battlecard from [battlecard location] and email it to the meeting owner [time before meeting].
Include a short preparation summary covering key differentiators, positioning, and recent developments relevant to the conversation.
If no relevant competitor is documented, skip battlecard delivery.
If the meeting cannot be matched confidently to a CRM record or the competitor information is ambiguous, flag it for review.
Scheduling and delivery
Configure the Monday briefing schedule and recurring calendar checks.
Avoid duplicate meeting-preparation emails unless new information requires an update.
Show me the CRM matching rules, information sources, and delivery settings for review before enabling the automation.
How the workflow runs
01. Select the template and connect your sources
Open the Competitor Watch & Meeting Prep template in Ballet.
Connect your competitive intelligence sources, battlecard library, calendar, and CRM.
Specify which competitors to track, where battlecards are stored, and which CRM fields or connected notes contain competitor information.
Your calendar provides upcoming meeting details, while your CRM supplies the account and opportunity context needed to identify relevant competitors.
02. Schedule the Monday briefing
Set the template to run every Monday and choose who should receive the update.
Ballet gathers developments from your configured sources and prepares an email covering:
- What happened: Significant announcements, product launches, partnerships, or positioning changes
- Why it matters: Potential implications for your team and customer conversations
- Where it came from: Links to the original sources
The workflow can track previously reported developments to keep each briefing focused on new information.
03. Check upcoming external meetings
Connect your calendar and configure recurring checks for upcoming meetings with people outside your organization.
The workflow uses attendee and company information to find the corresponding account or opportunity in your CRM.
For example, an upcoming prospect meeting may be associated with an opportunity that lists another vendor under consideration.
The calendar tells Ballet when the meeting is happening. The CRM provides the competitive context needed to determine whether meeting preparation should be sent.
04. Identify the competitor and retrieve the battlecard
Once a meeting is matched to a CRM record, Ballet checks the configured competitor fields or connected notes.
If a tracked competitor is documented, the workflow retrieves the corresponding battlecard and can include relevant recent developments.
If no competitor is recorded, the workflow skips delivery. Meetings with uncertain CRM matches or ambiguous competitor information can be flagged for review.
This helps prevent irrelevant battlecards from being sent to meeting owners.
05. Deliver meeting prep ahead of time
For meetings with a confirmed competitor match, Ballet emails the meeting owner the battlecard and a concise preparation summary at the time you’ve specified.
The email can highlight key differentiators, competitive positioning, and recent announcements, with links to supporting materials.
Customer-facing teams receive relevant context before the conversation without having to search across multiple systems.
What your team gets
For Marketing Ops
A repeatable process that connects competitive intelligence, CRM data, and calendars without manually coordinating weekly updates and meeting preparation.
For Product Marketing
A consistent way to distribute existing battlecards and share competitive developments with the teams that need them.
For Sales and customer-facing teams
Relevant battlecards delivered ahead of prospect and customer meetings, helping teams prepare for competitive questions, communicate differentiators, and navigate important buying conversations.
Customize the template for your team.
Start by choosing the competitors your team tracks most closely and setting up the Monday briefing.
Then connect your calendar, CRM, and battlecard library. Identify the CRM fields or notes where competitor information is recorded, define your matching rules, and choose how far ahead of meetings to send preparation emails.
As your process evolves, you can extend the template to additional teams, calendars, and information sources.
