Competitive intelligence tools that run on your sales calls

Why teams use Fathom as a competitive intelligence tool

Review sites and analyst reports tell you what competitors say about themselves. Your sales calls tell you what buyers actually say: which competitor came up, at what point in the deal, and the exact words used. Most of that never leaves the call, or it lands in a Slack thread nobody can find again.

Fathom already captures every sales and customer conversation. The missions above turn the competitive moments in those calls into a record your whole team can search. Each one runs as a standing instruction against your transcripts, so you set it up once and new entries arrive on their own. On Team and Business plans, Fathom Trackers add a second layer: tag a competitor once, and Fathom flags it across every future call and routes it to Slack or email.

Some missions log every competitor mention and objection into a searchable database you can turn into battlecards, win-loss analysis and competitor messaging. Others synthesize customer research across calls: ranking the top problems and feature requests, keeping a voice-of-customer doc updated every week, or tying feedback to revenue so product knows what to fix first. Start with the one closest to the question your team keeps asking, and add more as your call volume grows.

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