B2B guide
How to Turn Competitor Research Into a Competitive Intelligence Briefing Your Team Will Actually Listen To
Competitor research in. A briefing your team will actually finish, out.
A step-by-step guide to converting raw competitor research into a sharp, spoken competitive intelligence briefing using the pre-built Competitive Intel Brief template. Covers selecting the template, feeding in your research, tuning two analyst voices, setting length, and distributing the brief to your sales, product, and leadership teams as a recurring audio update.
A competitive intelligence briefing is the difference between research that sits in a Notion doc and insight that actually reaches the people who close deals. The Competitive Intel Brief template takes your raw competitor research — a rival's pricing page, a launch blog post, an analyst report, your own win/loss notes — and turns it into a tight, two-analyst spoken briefing that a sales rep can finish on a walk between meetings.
It works because the format forces clarity. Instead of a 12-tab spreadsheet, you get a 5-minute brief that names the competitor, states what changed, and ends with the one move it means for your team. Spoken delivery also gets consumed: leaders and reps who skip long documents will press play on a focused audio update, especially when it lands in their feed on the same day every week.
How to make one with Pollinator Studio
- 1
Start from the Competitive Intel Brief template
From the template gallery, click the pre-built Competitive Intel Brief template (B2B category) to start in one click. It opens pre-loaded with a two-analyst format, an intel-focused script prompt, and a clean, low-distraction music bed — so you have a working briefing structure before you type anything. You can run it exactly as-is, change any piece of it, or save your tuned version as your own custom template to reuse every cycle.
- 2
Feed in your competitor research
Drop in your source material using whatever you already have: paste a competitor's launch announcement or pricing-page text, point it at a URL (a rival blog post, press release, or G2 listing), or just give it a topic like 'Competitor X moved to usage-based pricing this week.' For a recurring program, use a newsroom edition and connect an RSS, WordPress, or JSON feed of competitor newsrooms so the briefing pulls fresh intel on a daily or weekly schedule and auto-publishes.
- 3
Edit the AI script and intro/outro prompts to think like an analyst
Open the script prompt and shape the angle. Tell it to lead with what materially changed, separate fact from speculation, and always close on the 'so what' — the implication for your sales motion, roadmap, or pricing. Edit the intro to brand it ('This is your Tuesday competitive brief') and the outro to drive action ('Battlecard updates are linked in the show notes'). Use the {{date}} and {{topic}} variables so each brief is timestamped and named automatically.
- 4
Cast and tune your two analyst voices
Assign the two anchors from the 73 available voices — preview any voice before committing. A common setup is a steady lead analyst who frames the situation and a sharper second voice who delivers the implications and the recommended counter-move. Set each host's delivery style and pace independently: keep the lead measured and credible, let the second voice run slightly crisper for the action items. You can add up to four anchors if you want a dedicated voice for direct competitor quotes.
- 5
Set length, music, pronunciation, and cover art
Target a runtime that respects your audience — 4 to 6 minutes is the sweet spot for a briefing busy stakeholders will finish. Keep the background music low and neutral from the 83-track licensed library so it reads as professional, not promotional. Add pronunciation rules at the workspace or project level so competitor brand names, product names, and acronyms are said correctly every single time. Generate or upload cover art that signals 'internal strategic update,' not consumer podcast.
- 6
Render, review, and distribute to your team
Generate the briefing — async rendering returns a finished MP3 quickly. Listen once to confirm the takeaways are accurate and the recommended action is sharp, then download the MP3 to drop into Slack or your sales-enablement portal, or use one-click RSS distribution to push it to Spotify, Apple Podcasts, and Amazon Music as a private or unlisted internal feed. Save the tuned setup as a custom template so next week's brief takes minutes.
Make it your own
The Competitive Intel Brief template is ready to use as-is — one click and you're generating. But every part is editable: swap any of the 73 AI voices and set each host's delivery and pace, change the background music, edit the AI script and intro/outro prompts, set the length, and add your own or AI-generated cover art. Use the Competitive Intel Brief template exactly as it ships, or change every part: swap either analyst voice from 73 options, retune each host's delivery and pace, edit the AI script and intro/outro prompts, set the runtime, change the background music, add cover art, and save your tuned version as a reusable custom template for next week's brief.
Prefer to start from scratch? Build your own custom template and save your setup to reuse for every future episode.
Tips for a great b2b episode
- Always end every brief on a single recommended action ('here's what we do about it'). Intel without a next move gets ignored — bake the 'so what' into your script prompt so the model can't skip it.
- Keep one competitor or one theme per brief. A focused 5-minute update on Competitor X's pricing change lands harder than a sprawling roundup of everyone.
- Use workspace pronunciation rules for every competitor name, product, and acronym you track. Nothing kills credibility faster than your briefing mangling a rival's brand name.
- Set a fixed cadence — same voice, same intro, same day. A predictable Tuesday brief becomes a habit your sales team builds into their week.
- Tag speculation clearly. Prompt the second voice to say 'unconfirmed' or 'our read is' so listeners always know what's fact versus inference.
What you can do with Pollinator Studio
- 100+ ready-made templates — one click to start
- 73 AI voices — preview + per-host delivery & pace
- AI script from a URL, pasted text, or a topic
- 83-track licensed music + transition library
- AI-generated (or upload your own) cover art
- One-click RSS distribution to Spotify, Apple & Amazon
- Schedule daily/weekly auto-generation + auto-publishing from your feed
Try the Competitive Intel Brief template free
30 minutes of audio per month. No credit card, no microphone.
Start freeFrequently asked questions
How is this different from just writing a competitive battlecard?
A battlecard is a reference doc reps consult when they remember to. This briefing is a push channel: a short spoken update that reaches people who never open the doc. Use both — keep the battlecard as the source of truth and link it in the brief's outro, while the audio drives awareness of what changed this week.
Can I keep the briefing internal and not publish it publicly?
Yes. You can simply download the MP3 and share it in Slack, email, or your enablement portal with no public listing at all. If you want it to appear in podcast apps for your team, RSS distribution can target a private or unlisted feed so it reaches Spotify, Apple, and Amazon Music without being broadly discoverable.
How do I produce this every week without rebuilding it?
Tune the template once — voices, pace, script prompt, music, length — then save it as your own custom template. For fully hands-off cadence, use a newsroom edition: connect an RSS, WordPress, or JSON feed of competitor sources and set daily or weekly scheduling with auto-publish so the brief generates and ships on its own.
Which voices work best for a credible intel brief?
Pick two voices that sound like trusted analysts, not hype presenters. We default to a measured lead voice (Marlowe) for framing and a crisper second voice (Sable) for implications and action items. Preview all 73 voices and set each host's pace independently so the brief sounds authoritative and easy to follow.
What sources can I feed it?
Paste competitor text directly, point it at a URL like a launch post or pricing page, or give it a topic prompt. For recurring intel, connect a feed (RSS, WordPress, or JSON) of competitor newsrooms and analyst blogs so the briefing pulls fresh material automatically on your schedule.
