Turn competitor research into a battlecard with ChatGPT or Claude

Competitive research has a habit of going nowhere. You spend an afternoon on a rival's site, grab a dozen screenshots, jot a few thoughts in a doc, and then it sits there. Sales asks for a battlecard two months later and you start over, because the folder doesn't say what you noticed or why it mattered.

ChatGPT and Claude are good at turning research into a battlecard. They're only as good as what you hand them, though. Paste in a URL and the AI reads whatever the page says today, not the thing you spotted last week. It can't see a page behind a login. And it has no idea which details you thought were important.

So the trick is to give it your research, not the website.

Step 1. Collect on the page, not in a folder

Install Lasso and make a collection for the competitor. One per competitor works well, or one per theme if you're comparing several, like pricing pages or onboarding flows.

Then go through their site and click the things worth talking about. The pricing tier that's suspiciously cheap. The headline they changed. The feature table row where they quietly say "coming soon". Type what you noticed, in your own words. "SSO only on Enterprise." "They lead with speed, not price." "Free trial needs a card."

Lasso takes a screenshot of each spot as you click, so your notes keep the version you saw even after they redesign. Teammates in the collection can add what they've heard on calls, or argue with your read in the replies. That back and forth is useful context for the AI later.

Step 2. Export it for AI

When the collection feels complete, open it in Lasso and click Export for AI. You get three ways to hand it over.

The Markdown file is the one to use most of the time. Copy it into ChatGPT, Claude or Cursor, or upload it as a file. For every note it lists the page, the element you clicked, that element's text, your comment, a link to the screenshot, and any replies. It opens with a short guide that tells the AI how to read it, including which notes are still open and which were resolved.

The PDF report embeds every screenshot. It's the better pick for chat apps that can look at images but won't open links, and it doubles as something you can send to a person.

The private link lets an AI tool fetch the export itself. You can turn it off whenever you like.

Export for AI is on the free plan, so this whole workflow costs nothing to try.

Step 3. Ask for the battlecard

Paste the export, then add a prompt. These are the ones I keep coming back to. Swap in your own product name and audience.

For a battlecard sales can use on a call.

Below is my research on a competitor, captured with Lasso. Each note is
tied to a specific part of their website. Using only this research, write
a one-page battlecard for our sales team with sections for their pitch in
one sentence, where they are strong, where they are weak, the objections
our reps will hear, and how to answer each one. Treat RESOLVED notes as
background. Quote the competitor's own wording where it helps.

For positioning gaps.

Here is research on how a competitor positions their product, with the
exact headlines and copy I flagged. List the claims they make, the claims
they avoid, and the customer problems they never mention. Then suggest
three angles our product could own that they leave open.

For pricing.

Using the pricing notes and screenshots in this research, build a table
comparing their plans, what each plan unlocks, and the limits they put on
the cheaper tiers. Flag anything that looks like a nudge to upgrade.

For copy you can test.

These are sections of competitor landing pages I liked or disliked, with
my notes on why. Write three variations of a hero headline and subhead for
our product that keep what works here and avoid what I called out.

Two habits make the answers noticeably better. Ask the AI to use only the research you gave it, so it doesn't fill gaps with guesses. And ask it to point to the note behind each claim, which makes the battlecard easy to check before it goes to sales.

Keeping it current

Competitor sites change all the time, which is the whole reason a battlecard goes stale. With Lasso the research lives on their actual pages, so a refresh is a quick walk through the site. Add notes where things changed and resolve the ones that no longer apply. Then export again. The old screenshots stay with the old notes, which makes it easy to see what moved.

If you have several competitors in one collection, you can scope the export to a single site, so each battlecard only sees its own research.

What gets better

The research stops being a folder of screenshots nobody opens. Every note sits on the exact part of the page it's about, with the picture and your reasoning attached, and the AI works from that instead of guessing. Sales gets a battlecard grounded in what the competitor actually says. And next quarter, updating it takes an hour rather than a fresh afternoon.

There's more on this workflow in Lasso for AI agents and Lasso for product marketing. Or install the extension, open a competitor's pricing page and leave your first three notes. Then see what Claude makes of them.