Competitive Intelligence Monitoring Specification
Ongoing Tracking System for CODITECT Bioscience QMS
Version: 1.0.0 Last Updated: February 15, 2026 Owner: Head of Product Marketing Classification: Internal - Confidential
1. Signal Monitoring Framework
1.1 Competitive Signal Categories
Monitor 10 major QMS competitors (Veeva, MasterControl, Greenlight Guru, TrackWise, ETQ Reliance, ComplianceQuest, Qualio, Arena, AssurX, Siemens Opcenter) across 7 signal categories.
| Signal Category | What to Track | Data Sources | Alert Threshold | Response Owner |
|---|---|---|---|---|
| Funding/M&A | Series rounds, acquisitions, buyouts, IPOs, financial results | TechCrunch, Crunchbase, PitchBook, SEC filings, press releases | Any funding event >$50M; any acquisition/buyout | CEO, CFO, Head of Product |
| Product Releases | Major feature launches, AI capabilities, platform upgrades, new modules | Product release notes, press releases, conference demos, webinars | AI/autonomous agent features; QMS modules; pricing changes | Head of Product, CTO |
| Pricing Changes | Per-user pricing, ACV changes, packaging updates, discounting strategies | Public pricing pages, RFP responses, customer win/loss interviews | >15% price change; new packaging tier; aggressive discounting | Head of Sales, CFO |
| Executive Changes | CEO, CPO, CTO, CMO, VP Sales hires/departures; board changes | LinkedIn, press releases, company announcements | C-level departures (turmoil signal); AI/ML executive hires (AI investment signal) | CEO, Head of Strategy |
| Customer Wins/Losses | Major logo wins, customer churn, case studies, public references | Press releases, customer testimonials, Gartner Peer Insights, conference presentations | Enterprise pharma wins (>1,000 employees); customer churn announcements | Head of Sales, Head of Customer Success |
| Analyst Reports | Gartner Magic Quadrant, Forrester Wave, industry reports, peer reviews | Gartner, Forrester, Verdantix, G2, Capterra, TrustRadius | Position changes in Gartner MQ; new entrants; >0.5 rating change on G2 | Head of Product Marketing, CEO |
| Regulatory/Compliance | FDA 21 CFR Part 11 changes, ISO 13485 updates, EU MDR guidance, AI regulation | FDA guidance documents, ISO updates, EMA announcements, industry webinars | New FDA guidance on AI/ML in QMS; ISO standard revisions; EU AI Act regulations | Head of Regulatory, CTO |
| Hiring Trends | Job postings for AI/ML roles, quality domain experts, sales headcount | LinkedIn job postings, Glassdoor, company career pages | AI/ML engineer hiring surges (AI investment signal); VP Quality hires (domain expertise signal) | Head of HR, Head of Strategy |
| Marketing/Positioning | Messaging changes, campaign themes, website updates, conference sponsorships | Company websites, LinkedIn ads, conference agendas, webinar topics | AI-native positioning claims; autonomous agent marketing; QMS category redefinition | Head of Product Marketing, CMO |
| Patents/IP | Patent filings for AI/ML QMS, autonomous agents, quality analytics | USPTO database, Google Patents, IP law firm announcements | AI/ML quality management patents; autonomous workflow patents | CTO, Head of Legal |
1.2 Signal Monitoring Schedule
| Frequency | Activities | Responsible | Deliverable |
|---|---|---|---|
| Daily | Google Alerts for 10 competitors (funding, product, executive changes) | Product Marketing Coordinator | Slack #competitive-intel channel updates |
| Weekly | Review competitor website updates, LinkedIn job postings, social media | Product Marketing Manager | Weekly competitive brief email (Fridays) |
| Monthly | Compile win/loss themes from sales calls; update battlecards | Head of Product Marketing + Sales Ops | Updated battlecards (1st of month) |
| Quarterly | Deep-dive competitive analysis (see Section 2 for template) | Head of Product Marketing + Product Team | Quarterly Competitive Review (QCR) deck |
| Annually | Comprehensive market reassessment (see Section 3 for framework) | CEO, Head of Strategy, Head of Product | Annual Competitive Reassessment Report |
1.3 Alert Distribution
| Alert Type | Severity | Distribution List | Action Required |
|---|---|---|---|
| Critical (e.g., Veeva acquires AI-QMS startup) | HIGH | CEO, CFO, CTO, Head of Product, Head of Sales, Board | Emergency strategy meeting within 48 hours |
| High (e.g., MasterControl ships autonomous agents) | MEDIUM-HIGH | Product Leadership, Sales Leadership, Marketing | Product roadmap review + competitive response plan within 1 week |
| Medium (e.g., ComplianceQuest announces Agentforce integration) | MEDIUM | Product Marketing, Sales, Customer Success | Update battlecards + positioning within 2 weeks |
| Low (e.g., Qualio $50M Series B funding) | LOW | Product Marketing, Strategy Team | Monitor for follow-on developments; no immediate action |
2. Quarterly Competitive Review (QCR) Template
2.1 Purpose
Conduct deep-dive analysis of competitive landscape every 90 days to:
- Track competitor AI roadmap progress vs. CODITECT
- Identify emerging threats (new entrants, M&A, technology shifts)
- Validate CODITECT positioning and moat strength
- Adjust product roadmap and GTM strategy based on competitive dynamics
2.2 QCR Structure (30-45 Slide Deck)
| Slide Section | Content | Data Sources |
|---|---|---|
| 1. Executive Summary (3 slides) | Top 3 competitive developments this quarter; impact on CODITECT strategy; recommended actions | Compiled from daily/weekly monitoring |
| 2. Market Share Dynamics (5 slides) | Estimated market share changes; new logo wins/losses by competitor; TAM/SAM/SOM updates | Win/loss analysis, industry analyst reports, public customer announcements |
| 3. Competitor Deep-Dives (10 slides) | 1 slide per top 10 competitor: funding, product releases, pricing changes, positioning shifts, strategic moves | Competitor websites, press releases, analyst reports, sales intelligence |
| 4. AI Capability Benchmarking (5 slides) | Competitor AI maturity vs. CODITECT (autonomous agents, predictive analytics, NLP, generative AI); timeline to feature parity | Product demos, webinars, release notes, customer feedback |
| 5. Win/Loss Analysis (5 slides) | Win themes (why customers choose CODITECT); loss themes (why customers choose competitors); deal velocity trends | Salesforce win/loss data, customer interviews, competitive evaluations |
| 6. Positioning & Messaging (3 slides) | Competitor positioning shifts; CODITECT positioning adjustments; battlecard updates needed | Competitor marketing materials, website updates, conference presentations |
| 7. Threat Assessment (5 slides) | Top 3 emerging threats (acquisitions, new entrants, technology commoditization, platform consolidation); probability/impact matrix; mitigation strategies | Risk analysis, strategic scenarios |
| 8. Strategic Recommendations (4 slides) | Product roadmap adjustments; GTM strategy changes; investment priorities; partnership opportunities | Cross-functional input (Product, Sales, Marketing, Strategy) |
Delivery: Week 2 of quarter (Q2: mid-April; Q3: mid-July; Q4: mid-October; Q1: mid-January)
Audience: CEO, CFO, CTO, Head of Product, Head of Sales, Head of Marketing, Board (quarterly update)
2.3 QCR Data Collection Checklist
30 Days Before QCR:
- Schedule win/loss interviews with 5-10 customers (wins and losses) — Sales Ops
- Pull Salesforce win/loss data for quarter — Sales Ops
- Request competitor demos/trials (if not already monitoring) — Product Marketing
- Review Gartner/Forrester reports published this quarter — Product Marketing
14 Days Before QCR:
- Compile competitor product release notes — Product Marketing Coordinator
- Update competitor pricing data from RFPs/quotes — Sales Ops
- Analyze LinkedIn job postings for AI/ML hiring trends — Strategy Team
- Interview 3-5 sales reps on frontline competitive dynamics — Head of Sales
7 Days Before QCR:
- Draft slides (Sections 1-8) — Head of Product Marketing
- Internal review with Product and Sales leadership — Head of Product Marketing
- Incorporate feedback and finalize deck — Head of Product Marketing
QCR Presentation Day:
- Present to executive team and Board — Head of Product Marketing + CEO
- Document action items and owners — Chief of Staff
- Distribute QCR deck to stakeholders — Chief of Staff
3. Annual Competitive Reassessment Framework
3.1 Purpose
Once per year (Q4), conduct comprehensive top-down and bottom-up market reassessment to:
- Validate or revise TAM/SAM/SOM estimates
- Re-evaluate competitor threats and market share distribution
- Assess CODITECT moat strength evolution
- Refresh 3-year competitive strategy
3.2 Annual Reassessment Process (8-Week Project)
| Week | Activities | Owner | Deliverable |
|---|---|---|---|
| Weeks 1-2 | Market sizing refresh: review latest analyst reports (Grand View Research, MarketsandMarkets, Gartner); bottom-up customer universe count; update TAM/SAM/SOM projections | Head of Strategy + Finance | Updated market sizing model |
| Weeks 3-4 | Competitor profiling update: financial data (funding, revenue, customers); product capability benchmarking (AI maturity, feature gaps); pricing analysis | Head of Product Marketing + Competitive Intel Team | Updated competitor profiles (10 competitors) |
| Weeks 5-6 | Customer research: survey 50-100 customers on QMS satisfaction, AI adoption, switching considerations; interview 10-15 VP Quality leaders on market trends | Head of Customer Success + Product Marketing | Customer insights report |
| Weeks 7-8 | Strategic synthesis: moat strength reassessment (8 moat types scored 1-10); positioning refinement; 3-year competitive strategy update; Board presentation | CEO + Head of Strategy + Head of Product Marketing | Annual Competitive Reassessment Report (50-page document + Board deck) |
Timing: October-November (complete by Dec 1 for Board year-end review)
Audience: Board of Directors, CEO, Executive Team, Investors
3.3 Annual Reassessment Key Questions
Market Sizing:
- Has TAM grown faster/slower than projected? What's driving variance (regulatory changes, AI adoption, cloud migration)?
- Has SAM expanded (geographic expansion, new verticals, AI receptivity increasing)?
- Is SOM on track to Year 5 target ($21.5M ARR)? If not, what adjustments needed?
Competitive Landscape:
- Have any competitors closed AI capability gap vs. CODITECT? Timeline to feature parity?
- Have any new entrants emerged (AI-native QMS startups, platform consolidation via Salesforce/ServiceNow/Oracle)?
- Has market share distribution shifted? Which competitors gaining/losing ground?
CODITECT Positioning:
- Is "autonomous AI for mid-market biotech" still differentiated, or has market caught up?
- Are moat strengths (technology architecture 9/10, regulatory certification 8/10) holding, or eroding?
- Should primary ICP shift (e.g., expand from 100-500 employees to 50-1,000)?
Strategic Adjustments:
- Does product roadmap prioritize right features to defend moat?
- Should GTM strategy shift (e.g., move upmarket to enterprise, or downmarket to SMB)?
- Are competitive investment priorities still valid ($2.25M Year 1 plan), or should reallocate?
4. Integration with BIO-QMS Artifacts
4.1 Cross-Referenced Documents
Competitive intelligence monitoring feeds into and updates the following BIO-QMS artifacts:
| Artifact | Path | Update Frequency | Competitive Data Integration |
|---|---|---|---|
| 60-business-model.md | docs/product/60-business-model.md | Quarterly | Market size updates (TAM/SAM/SOM); competitive pricing benchmarks; value proposition refinement based on win/loss themes |
| 09-go-to-market-strategy.md | docs/product/09-go-to-market-strategy.md | Quarterly | ICP validation (are we targeting right segment vs. competitors?); channel strategy (partner ecosystem gaps vs. Veeva/MasterControl); competitive positioning updates |
| 11-product-roadmap.md | docs/product/11-product-roadmap.md | Quarterly | Feature prioritization based on competitor AI roadmap gaps; integration roadmap (which LIMS/ERP to prioritize based on customer needs and competitor coverage) |
| 08-competitive-moat-analysis.md | docs/market/competitive-positioning.md | Annually | Moat strength reassessment (8 types scored 1-10); competitor replication timeline updates; strategic threat adjustments |
| 61-one-pager-investor-brief.md | docs/product/61-one-pager-investor-brief.md | Quarterly | Market opportunity updates; competitive differentiation proof points; investment thesis validation |
| competitive-executive-brief.md | docs/market/competitive-executive-brief.md | Quarterly | Top 3 risks/opportunities; strategic investment priorities; Board decision recommendations |
| competitive-battlecards.md | docs/market/competitive-battlecards.md | Monthly | Win/loss themes; trap questions; pricing comparisons; positioning scripts |
| competitive-feature-matrix.md | docs/market/competitive-feature-matrix.md | Quarterly | Feature coverage updates (as competitors ship AI features, CODITECT ships new capabilities); pricing tier comparisons |
4.2 Update Workflow
Monthly (1st of Month):
- Product Marketing reviews win/loss data from prior month (Salesforce reports)
- Update battlecards with new trap questions, win themes, pricing data
- Distribute updated battlecards to sales team (email + Salesforce content library)
Quarterly (Week 2 of Quarter):
- Head of Product Marketing presents QCR to executive team
- Action items assigned to Product, Sales, Marketing leaders (e.g., roadmap adjustments, positioning updates)
- Update 5 key artifacts: business model, GTM strategy, product roadmap, investor brief, executive brief
- Distribute updated artifacts to stakeholders (Board, investors, executive team)
Annually (Q4):
- Strategy Team conducts Annual Competitive Reassessment (8-week project)
- Board presentation on market dynamics, competitive threats, strategic adjustments
- Update all 8 artifacts with annual data refresh (TAM/SAM/SOM, moat assessment, pricing, feature matrix)
- CEO approves 3-year competitive strategy refresh
4.3 Data Flow Diagram
Daily/Weekly Monitoring (Google Alerts, LinkedIn, websites)
↓
Monthly Battlecard Updates (win/loss themes, pricing, positioning)
↓
Quarterly Competitive Review (QCR) — 30-45 slides
↓
Quarterly Artifact Updates (5 docs: business model, GTM, roadmap, investor brief, exec brief)
↓
Annual Competitive Reassessment (50-page report + Board deck)
↓
Annual Artifact Refresh (8 docs: all quarterly + moat analysis, feature matrix, one-pager)
↓
Board Approval → 3-Year Competitive Strategy Update
5. Competitive Intelligence Tools & Resources
5.1 Required Tools
| Tool Category | Tool Name | Purpose | Cost | Owner |
|---|---|---|---|---|
| Alert Monitoring | Google Alerts | Daily competitor news (funding, product, exec changes) | Free | Product Marketing Coordinator |
| Competitor Tracking | Crunchbase Pro | Funding data, M&A activity, financial metrics | $29/mo | Head of Strategy |
| Win/Loss Analysis | Salesforce Custom Objects | Track win/loss reasons, competitor encounters, deal velocity | Included in Salesforce | Sales Ops |
| Product Intelligence | Competitor Demo Accounts | Hands-on evaluation of competitor AI features, UX, workflows | $500-$2,000/year (trial licenses) | Product Marketing |
| Market Research | Gartner Subscription | Magic Quadrant reports, Peer Insights reviews, analyst briefings | $30K/year | CEO / Head of Product Marketing |
| Customer Insights | SurveyMonkey / Qualtrics | Annual customer satisfaction + competitive awareness surveys | $1,200/year | Head of Customer Success |
| Patent Monitoring | Google Patents Alerts | AI/ML QMS patent filings by competitors | Free | CTO / Head of Legal |
| Job Posting Tracking | LinkedIn Recruiter Lite | Monitor competitor hiring trends (AI/ML, quality domain experts, sales) | $1,200/year | Head of HR |
Total Annual Cost: ~$33K/year (excluding internal labor)
5.2 Competitive Intelligence Team
| Role | Responsibilities | Time Allocation | Headcount |
|---|---|---|---|
| Head of Product Marketing | Own competitive strategy; QCR presentations; battlecard updates; analyst relations | 40% (2 days/week) | 1 FTE |
| Product Marketing Coordinator | Daily monitoring (Google Alerts, LinkedIn, websites); weekly competitive briefs; demo account management | 50% (2.5 days/week) | 0.5 FTE |
| Sales Ops Analyst | Win/loss data analysis; Salesforce competitive tracking; pricing benchmarking | 20% (1 day/week) | 0.2 FTE |
| Head of Strategy | Annual reassessment; market sizing updates; strategic scenario planning | 25% (1 day/week) | 0.25 FTE |
Total Competitive Intel Capacity: 1.95 FTE (fully loaded cost ~$300K/year including overhead)
6. Quarterly Review Cadence Calendar
2026-2027 Competitive Review Schedule:
| Quarter | QCR Presentation Date | Artifact Update Deadline | Board Update | Annual Reassessment |
|---|---|---|---|---|
| Q2 2026 | April 15, 2026 | April 22, 2026 | April Board Meeting | — |
| Q3 2026 | July 15, 2026 | July 22, 2026 | July Board Meeting | — |
| Q4 2026 | October 15, 2026 | October 22, 2026 | October Board Meeting | Oct-Nov 2026 (8-week project) |
| Q1 2027 | January 15, 2027 | January 22, 2027 | January Board Meeting | — |
| Q2 2027 | April 15, 2027 | April 22, 2027 | April Board Meeting | — |
Annual Reassessment Milestones (Q4 2026):
| Week | Milestone | Owner | Deliverable |
|---|---|---|---|
| Oct 7-18 | Market sizing refresh | Head of Strategy + Finance | Updated TAM/SAM/SOM model |
| Oct 21-Nov 1 | Competitor profiling | Head of Product Marketing | 10 competitor profiles updated |
| Nov 4-15 | Customer research | Head of Customer Success | 50-100 survey responses + 10-15 interviews |
| Nov 18-29 | Strategic synthesis | CEO + Strategy + Product Marketing | 50-page Annual Competitive Reassessment Report |
| Dec 3 | Board presentation | CEO + Head of Strategy | Board approval of 3-year competitive strategy |
7. Competitive Response Playbook Integration
7.1 Scenario-Based Response Protocols
When specific competitive threats materialize, execute pre-defined response protocols:
| Threat Scenario | Trigger Event | Response Protocol | Owner | Timeline |
|---|---|---|---|---|
| Veeva Acquires AI-QMS Startup | Press release announcing acquisition | 1) Emergency strategy meeting (CEO, CTO, Product, Sales); 2) Assess acquired company's AI capabilities; 3) Accelerate CODITECT AI roadmap; 4) Update positioning to emphasize AI depth; 5) Board briefing | CEO | 48 hours |
| MasterControl Ships Autonomous Agents | Product release notes or demo showing autonomous CAPA/audit features | 1) Product team demos MasterControl autonomous features; 2) Identify feature gaps vs. CODITECT; 3) Update battlecards with competitive talking points; 4) Sales training on AI differentiation (self-learning, multi-agent collaboration) | Head of Product + Head of Sales | 1 week |
| ComplianceQuest Agentforce Integration Live | Salesforce Agentforce QMS-specific agents deployed | 1) Assess Agentforce QMS agent capabilities; 2) Validate CODITECT's life sciences specialization advantage; 3) Update positioning: AI depth (autonomous action) vs. platform breadth (Salesforce ecosystem) | Head of Product Marketing | 2 weeks |
| TrackWise Cloud Migration Accelerates | Honeywell announces fast-track cloud migration program for On-Prem customers | 1) Intensify outreach to TrackWise On-Prem customers; 2) Offer migration services (CODITECT-funded data transformation); 3) Position as "Migrate once, get cloud + AI" vs. TrackWise Digital incremental lift | Head of Sales + Head of Marketing | 1 week |
| New AI-QMS Startup Enters Market | Funding announcement or product launch by unknown AI-native QMS competitor | 1) Competitive intelligence deep-dive (founders, investors, technology, target ICP); 2) Assess differentiation vs. CODITECT; 3) Update positioning if needed; 4) Monitor for 90 days | Head of Strategy + Head of Product Marketing | 2 weeks |
Playbook Location: docs/market/competitive-response-playbook.md (to be created in B.1.6 if needed)
8. Success Metrics for Competitive Intelligence
8.1 Effectiveness KPIs
| Metric | Target | Measurement Frequency | Data Source | Owner |
|---|---|---|---|---|
| Win Rate vs. Top 3 Competitors | 60%+ (Veeva, MasterControl, Qualio) | Monthly | Salesforce win/loss tracking | Head of Sales |
| Competitive Deal Velocity | 6-9 months avg. sales cycle (competitive evaluations) | Quarterly | Salesforce opportunity data | Sales Ops |
| Battlecard Utilization | 80%+ of competitive deals use battlecards | Quarterly | Sales rep surveys | Head of Product Marketing |
| Threat Detection Speed | <7 days from event to alert distribution | Ongoing | Competitive intel log | Product Marketing Coordinator |
| QCR Action Item Completion | 90%+ of action items completed within quarter | Quarterly | QCR tracking spreadsheet | Chief of Staff |
| Positioning Alignment | 85%+ of sales team can articulate CODITECT vs. Veeva/MasterControl/Qualio positioning | Annually | Sales certification quiz | Head of Sales |
8.2 Competitive Intelligence Health Dashboard
Monthly Dashboard (Shared in Slack #competitive-intel):
| Metric | Current | Target | Status |
|---|---|---|---|
| Competitor alerts processed | 42 | 30-50 | ✅ On Track |
| Battlecard updates | 3 | 2-4 | ✅ On Track |
| Win rate vs. Veeva | 58% | 60% | 🟡 Slightly Below |
| Win rate vs. MasterControl | 65% | 60% | ✅ Exceeding |
| Win rate vs. Qualio | 72% | 60% | ✅ Exceeding |
| Avg. competitive deal cycle | 7.2 months | 6-9 months | ✅ On Track |
9. Continuous Improvement Process
9.1 Quarterly Retrospective
After each QCR presentation, conduct 30-minute retrospective with competitive intel team:
Questions:
- What competitive signals did we miss this quarter? Why?
- Which data sources were most valuable? Which were noise?
- Did our alert thresholds trigger false positives or miss critical events?
- How can we improve QCR deck quality and actionability?
- Are battlecards addressing frontline sales objections effectively?
Action Items: Document improvements and implement in next quarter's process.
9.2 Annual Process Audit
Once per year (Q1), audit competitive intelligence process effectiveness:
Audit Checklist:
- Review all alert thresholds — adjust based on false positive/negative rate
- Validate data sources — retire low-value sources, add high-value sources
- Interview 5-10 sales reps on battlecard utility — update format/content based on feedback
- Assess QCR deck length and depth — optimize for executive consumption (target 30-45 slides)
- Benchmark competitive intel spend vs. industry peers — validate $333K annual investment (tools + team)
Owner: Head of Product Marketing + Head of Strategy
Deliverable: Competitive Intelligence Process Improvement Plan (5-10 page document)
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