Turn competitor case studies into proof strategy and counter-positioning

Create an Airtable base for the teardown before collecting competitor assets. Add fields for competitor, case study URL, customer name, customer segment, industry, region, product area, publication date, source type, asset status, proof strength, sales relevance, reviewer, and battlecard update status. Choose one competitor or one product line per teardown cycle so the analysis stays deep enough to be useful. Define what qualifies as a case study, customer story, proof page, webinar recap, or public customer quote. QA the scope by reviewing five candidate assets with sales or PMM and confirming they are relevant to active competitive deals, not just interesting marketing pages.