Market Intelligence Checklist

• 01 Competitor Pricing Pages
  What they charge and how they position it reveals their revenue strategy and target customer.

  What to look for: Base price, feature-gated tiers, annual vs. monthly discount structure, bundling strategy, free trial length.

  Where to find it: Competitor pricing page, G2 and Capterra listings (often show historical pricing), Wayback Machine for past changes.

  Cadence: Weekly. Pricing changes are rare but high-impact when they happen.

• 02 Job Postings & Hiring Signals
  A competitor that suddenly hires for "AI engineer" or "enterprise sales" is going somewhere specific — 60–90 days before it shows up in news.

  What to look for: New roles in unfamiliar domains (hiring ML engineers when they were a services company), headcount growth in specific functions, geographic expansion.

  Where to find it: LinkedIn Jobs, Indeed, Glassdoor, company LinkedIn page "See all X jobs." Set up alerts for 3–5 key competitors.

  Cadence: Bi-weekly. Review hiring velocity monthly.

• 03 Google News Alerts
  Fundraises, regulatory wins, partnership announcements, and executive hires that don't make tech press.

  What to look for: Funding rounds (size and stage signals maturity), regulatory developments that open new markets, executive moves between competitors, strategic partnerships.

  Where to find it: Google Alerts with query "[Competitor Name] AND (funded OR launched OR partnered OR acquired OR hired)." Set per-competitor, not generic industry alerts.

  Cadence: Daily digest email. Review weekly in batch.

• 04 Product Change Announcements
  New features, version releases, and changelog entries show product roadmap direction — often before press coverage.

  What to look for: Changelog entries (Changelog.dev, their own site), product update blog posts, feature release announcements on social.

  Where to find it: Competitor changelog page, Product Hunt launches, Twitter/X timeline, LinkedIn posts. Set up weekly digest for each competitor's blog RSS.

  Cadence: Weekly review of changelogs. Monthly review of blog posts.

• 05 Customer Reviews & Sentiment
  The pattern of what customers praise and complain about over time reveals product gaps and market expectations.

  What to look for: Recurring complaints (common weak points), feature requests (unmet needs), praise patterns (what they do well that you don't), rating trends over time.

  Where to find it: G2, Capterra, Trustpilot, Google reviews, industry-specific sites (G2 for SaaS, TripAdvisor for hospitality, etc.).

  Cadence: Monthly review of new reviews. Track rating trend over 6-month windows.

• 06 SEC Filings & Legal Documents
  Public companies file quarterly reports, proxy statements, and S-1s that disclose revenue, customer count, and strategic direction.

  What to look for: Revenue ranges and growth rate, customer count and segment breakdown, management discussion (MD&A section), stated strategic priorities, executive compensation changes.

  Where to find it: SEC EDGAR (sec.gov) — search company name, filter by 10-K, 10-Q, 8-K. Also: annual reports, investor presentations on IR pages.

  Cadence: Quarterly (after earnings season). Monthly for 8-K filings.

• 07 Social Media & Content
  What a company talks about publicly — and how — reveals their current marketing priorities and target customer.

  What to look for: Content themes (what they position as their core value), audience engagement (who's responding and how), frequency and cadence changes, platform mix (they moved to LinkedIn = enterprise pivot?).

  Where to find it: LinkedIn (for B2B), Twitter/X (tech audience), Instagram (consumer/B2C). Set up a simple spreadsheet tracking post frequency and themes monthly.

  Cadence: Monthly review of content themes. Not every post — look for patterns.

• 08 Conference & Event Presence
  Where competitors show up, what they talk about, and who they sponsor reveals their sales and partnership strategy.

  What to look for: Speaking sessions at industry conferences (keynotes vs. breakout = maturity signal), sponsorship tier (headline vs. booth = budget signal), event attendance at trade shows.

  Where to find it: Event website speaker pages, competitor LinkedIn posts, industry event calendars. Search "[Competitor Name] speaking [year]" quarterly.

  Cadence: Quarterly check of upcoming event calendars. Annual review of conference themes across your industry.

• 09 Website Traffic & SEO Changes
  Traffic growth, keyword additions, and search ranking changes reveal where competitors are investing in content and where they see demand.

  What to look for: Organic traffic trends (growing or plateauing?), new content clusters (what keywords are they going after?), conversion page changes (new landing pages = new campaigns).

  Where to find it: SimilarWeb or SEMrush (free tier available), Ahrefs free site audit, builtwith.com for tech stack signals. Check monthly.

  Cadence: Monthly traffic review. Quarterly competitive keyword gap analysis.

• 10 Partner & Integrations Ecosystem
  Who a company integrates with and partners with tells you where they see strategic value — and where they don't want to build alone.

  What to look for: New integration announcements (tech stack compatibility signals customer profile), co-marketing campaigns, referral partner programs, marketplace additions.

  Where to find it: Competitor integrations page, partner directory, Zapier/Workato marketplace listings, their blog's "partners" tag.

  Cadence: Bi-monthly check of partner/integration pages. Track new partnerships as they happen.

Save this checklist. Print it. Pin it. Review it quarterly. The sources that matter most to your business are worth monitoring consistently.