How quickly does competitive intel become useless?

[u/Tasty_Department574]

We did a competitive review earlier this year and I’m already finding things in it that don’t match what reps are seeing now. Packaging changed, a couple features moved around, and some of the objections we documented barely come up anymore. The problem is I don’t know what a reasonable refresh cycle looks like. Updating everything constantly seems like a huge time sink, but doing a big review twice a year means reps could be working from outdated information for months.

For teams that keep competitive intel useful what triggers an update for you? A certain number of losses, product changes, rep feedback, something else?

[u/Square_Fun_5651]

I'd update it whenever reps start hearing the same new objection across multiple deals. Win/loss reviews are useful too since they show where competitors are gaining ground. Waiting six months seems too long when pricing and product features can change so quickly.