Product marketing teams are often expected to create battlecards, track competitors, and support sales when competitive pressure shows up in deals. But a strong competitive intelligence program should do much more than react to the field. It should help the business understand where it wins, where it is exposed, how the market is shifting, and what actions are needed across product, marketing, and sales. This session will explore how PMMs can build a scalable competitive intelligence program that turns market, customer, and competitor signals into sharper positioning, stronger sales enablement, better product input, and more focused go-to-market execution. The discussion will cover: - How to collect the right inputs - Create useful operating rhythms - Turn intelligence into practical deliverables, - Connect CI to business outcomes such as win rates, deal velocity, product adoption, and strategic growth. Designed for PMM leaders, managers, and individual contributors building or improving competitive intelligence programs, this session will move beyond static battlecards and one-off competitor updates. Attendees will leave with a practical framework for making competitive intelligence more repeatable, actionable, and valuable across the organization.