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MISSION
Competitor tracking that builds a database from every sales call
Competitors come up on calls every week, then disappear into someone's memory. This mission logs every mention, objection and quote into one database your team can search.
Mission type
Competitive & Market Intelligence
Best for
Marketing
Sales
Product
Output
A searchable database of competitor mentions
What it does
This mission scans your sales and customer calls for competitor mentions and logs each one in a running database: which competitor came up, who mentioned it, what they said word for word, why it came up and where the deal stood. Every entry links back to the call, so anyone can check the context.
Once the database fills up, it does more than track. Group the entries by competitor and you have the raw material for battlecards, comparison pages and competitor messaging, all in your buyers' words.
Who it's for
Product marketers, sales leaders and enablement teams who need to know how competitors show up in real deals, not only what their websites say.
The flight plan
Set it up once, then run it weekly on new calls.
- Connect Fathom to ChatGPT or Claude, along with Notion or another database tool.
- Create a database with columns for competitor, quote, reason, deal stage, rep and call link.
- Run the starter prompt on your latest external calls.
- Review new entries each week and fix anything mislabeled.
- Once a month, summarize each competitor into objections and responses for your battlecards.
RULES
Log only named competitors, not vague mentions of "other tools."
Capture the exact quote, not a paraphrase.
Tag each entry with the deal stage and the rep on the call.
Skip internal calls. This runs on customer-facing conversations only.
If you connect your CRM, record whether the deal was won or lost.
What good looks like
A good entry tells a rep exactly what the buyer said and why. A mediocre one only records that a competitor came up.
GOOD
"Competitor: [Competitor]. Quote: 'We're also looking at them because their onboarding felt faster.' Reason: onboarding speed. Stage: discovery. Rep: Dana. Call linked."
MEDIOCRE
"Customer mentioned a competitor at some point during the call."
STARTER PROMPT
⧉ CopyUse Fathom to pull my external sales and customer calls from the last 7 days. Read the transcripts and find every time a named competitor comes up. Skip vague references to "other tools" and skip internal meetings.
For each mention, give me the competitor, the exact quote, who said it, why it came up (price, features, onboarding or something else), the deal stage if it's clear and the meeting link. Add each one as a new row in my competitor database.
Then summarize which competitors came up most this week and the top reason for each.
FAQs
Questions? We’ve got you covered.
How do I track competitor mentions on sales calls?
Have AI read your call transcripts for named competitors and log each mention with the quote, the reason it came up and the deal stage. Connecting Fathom to ChatGPT or Claude lets it do this across every call, so your database stays current without anyone taking notes.
Can Fathom flag competitor mentions automatically?
Fathom's Trackers, on the Team and Business plans, can flag calls where a competitor comes up. This mission adds the context around each mention and keeps everything in one database you can search and summarize.
Which Fathom plan do I need to run this skill in ChatGPT or Claude?
Any Fathom plan, including Free. The skill reads your calls through Fathom's MCP integration with ChatGPT and Claude, which is on every plan.
What is competitor tracking?
Competitor tracking is the ongoing practice of monitoring what competitors do and how they show up in your market. Tracking how they come up on your own sales calls shows which ones you meet in deals and why buyers consider them.
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