<b>"Which competitors should I even be monitoring?"</b>

<b>"Which competitors should I even be monitoring?"</b>

A mid-size CRM tool listed nine competitors they wanted to track. Nine is a way to monitor nobody. We ran a two-week test counting how often each rival was mentioned in the same breath as them — co-mentions, the posts where customers compared the two directly. Six of the nine never co-appeared at all. The real battle was with just two names, who together accounted for 89% of head-to-head comparisons.

Focusing on those two, they spotted a recurring complaint about a rival's onboarding and built a landing page around it. It pulled 1,200 visits its first month.

The takeaway: your competitors aren't who you fear — they're who customers mention alongside you. Track co-mentions for two weeks and let the comparisons name your real rivals. Then you can monitor two well instead of nine badly.

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