Docs

Competitive Divergence Map

Question it answers: Where does what the market says about our space diverge from what our own customers say? Where are competitors winning the narrative?
Cadence: Bi-weekly
GTM owner: PMM

Data sources

Internal: Customer interaction clusters (cluster_search) filtered to topics that mention competitors or contrast vendors. Deal qualification competition dimension — what reps note about who we're competing against and how deals play out.

External: external_search { action: enrich_topic } for key category topics (e.g., "revenue intelligence", "sales AI"). This returns the fusion result: an external_pane (what the web says), an internal_pane (what our customers say), and a divergence_map — the structured delta between the two, including internal_only themes, market_only themes, magnitude differences, and polarity reversals.

Living Document

A bi-weekly narrative document that lays out the divergence between the market narrative and customer reality. Sections:

  • Executive summary — 2–3 sentences on the most important divergence this period and what it means for messaging
  • What the market is saying — top 3–5 market themes from the external pane, with sources
  • What our customers are saying — the corresponding internal themes from actual conversations
  • The divergence — explicit comparison: where the stories match, where they diverge, and where they directly contradict
  • Competitor narrative — which competitors own which market claims, based on deal-qualification data and external mentions
  • Messaging opportunity — where there's a gap between the market narrative and what customers actually value — i.e., where a new claim could land

Versioned bi-weekly. PMM reviews and promotes.

Page

A live side-by-side view of the divergence.

Stats row:

  • Number of divergence themes identified this period
  • Competitor mention rate across deals (from deal_qualification)
  • Top competitor by deal frequency

Dual column layout:

  • Left: Top internal themes (from cluster_search, sorted by member count)
  • Right: Top market themes (from last enrich_topic run, stored in KB)

Divergence table: Each row is a theme pair — what the market says vs. what customers say, with a divergence classification (internal_only / market_only / magnitude / polarity).

Bar chart: Competitor mention frequency across active deals.