Competitor ThreatScope is a living map in PrismCI that plots every active competitor by two things: how much pressure they put on your deals, and how much momentum they have in the market. It uses 18 measures computed from your own data, with no AI guesswork, and every dot links back to the evidence behind it. It answers a question a news feed can't: which competitors are actually hurting us, and which are about to?
The problem: every competitor looks equally loud
A typical CI program tracks a dozen or more competitors. Every one of them publishes blog posts, changes pricing pages, hires, raises money, and gets press. A feed shows all of that with roughly equal weight, so the loudest competitor starts to feel like the biggest threat.
The loudest competitor isn't always the one costing you deals. A quiet rival that wins a third of your head-to-head evaluations is a far bigger problem than a flashy one you rarely meet. Teams sense this, but without a way to see it, priorities get set by volume: whoever made the most news this week gets the new battlecard.
What ThreatScope does
ThreatScope combines two views into one map.
- Pressure on your deals: loss rate against you, share of your pipeline, call mentions, field intel, support cases, buyer-intent signals, product gaps, and battlecard demand from reps and partners.
- Momentum in the market: hiring, LinkedIn growth, funding, launches, news, ads, reviews, GitHub activity, and pricing changes.
Each competitor lands on the map where those two scores meet. Competitors in the top-right are the ones to worry about now: they are pressing on your deals and gaining ground. Those who are strong on one axis and weak on the other tell a different story, and the map names the quadrants so the conversation is quick.
Why it's trustworthy: no AI guesswork
ThreatScope is computed, not generated. All 18 measures come from data PrismCI already holds, and every one links to the evidence behind it, so when someone asks "why is Nimbus up there?" you can click through to the deals, calls, and moves that put it there. Where evidence is thin, the bubble fades, so a competitor you know little about never looks more certain than it is.
You can also tune it. Adjust how much each measure counts, preview the effect, and save; every change is audited. A team that sells to regulated buyers may weigh support cases and product gaps more heavily than a team that wins on speed, and the map should reflect that.
Direction, not just position
A snapshot tells you where a competitor is. ThreatScope also shows where it's heading: rising, easing, or steady, with a short arrow on the map. Select a competitor and you see a smooth weekly path over 30, 90, or 180 days, with the others dimmed. A competitor drifting from the lower-left toward the top-right is the early warning that a feed of individual events would take months to make obvious.
What makes it unique to PrismCI
Most competitive-intelligence tools watch the outside world: websites, news, social, jobs, reviews. That's valuable, and PrismCI does it too. But a tool that watches only the outside can't see the half of the picture that sits inside your company, such as which competitor you lose to, how often, in which segment, and what customers say on calls and in support.
PrismCI holds both halves in one platform, so ThreatScope can put them on the same map. We haven't found another CI platform that blends CRM, call, support, and field data with market momentum into a single, evidence-linked view. If you're evaluating one, ask exactly that question.
It also respects access. Revenue, support, and product-gap figures stay hidden from roles that can't see them, so one map can serve the whole company safely.
Where and how teams use it
- CI lead: open the quarterly business review with one map instead of twelve competitor slides, and export it as a PNG.
- Product marketing: decide which competitors get a fresh battlecard and point of view first, based on pressure rather than press.
- Sales leadership: know which competitor to prepare the team for next quarter, and which playbook to update.
- Executives: see where to invest in response, with the evidence a click away.
- RFP and bid teams: ThreatScope position feeds the Go / No-Go read, alongside win rate against the likely competitor.
- Everyone: a card on Home, quadrant changes in the Intelligence Feed, and Ask CI can answer "who is the biggest threat right now, and why?"
An illustrative example
The company and numbers here are invented to show how the map is used; they are not a customer story.
A fictional software company, Lumen Analytics, tracks six competitors. Its team has spent most of the year building content against Apex Systems, which generates a lot of news. ThreatScope tells a different story: Apex sits in the middle of the map, while Nimbus Cloud has been drifting toward the top-right for three months. Its loss rate against Lumen has risen, its share of Lumen's pipeline is growing, and it has made two pricing changes.
The CI lead clicks through to the evidence, then reallocates the quarter: a refreshed Nimbus battlecard, an updated point of view, and a new play for the Evaluate stage. A quiet competitor turned out to be the real threat, and the team found out in a week rather than after another quarter of losses.
Frequently asked questions
What is Competitor ThreatScope? It is a map in PrismCI that plots each competitor by pressure on your deals and momentum in the market, using 18 measures from your own data.
Does ThreatScope use AI? No. It is computed from data PrismCI already holds, and every measure links to its evidence. AI is used elsewhere in PrismCI, such as Ask CI, which can answer questions about the threat landscape.
Can I change what counts as a threat? Yes. You can adjust the weight of each measure, preview the effect, and save. Every change is audited.
Who can see it? Anyone with access to competitors can see the map, but revenue, support, and product-gap figures remain hidden from roles without those permissions.
How is this different from a competitor news feed? A feed shows what a competitor did. ThreatScope shows which competitors matter, by combining market momentum with what is happening in your own deals, calls, and support.
See the platform page, or compare how PrismCI stacks up against Crayon and Klue.
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