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Process Runbook / SOP
Competitor Intelligence Tracking
[YourCompany.com] · Sales Department · Prepared by FullSpec · [Today's Date]
This runbook is the day-to-day operating guide for the Competitor Intelligence Tracking automation. It tells you exactly what the system does on its own, where a human decision is still needed, how to handle problems when they arise, and who to call when something is unclear. FullSpec builds, monitors, and supports the automation end to end. Your team's responsibility is to keep the competitor source list current, review the Friday digest, and act on the signals it surfaces.
01Process overview
The Competitor Intelligence Tracking process replaces the manual weekly grind of browsing rival websites, skimming noisy alerts, inconsistently logging findings, and assembling a digest by hand. An automated daily scan pulls signals from each competitor source, scores them for sales relevance using the Intelligence Agent, and writes structured entries to a Notion database and HubSpot deal notes automatically. Every Friday morning the Digest Agent compiles the week's findings into a plain-English briefing and posts it to the designated Slack channel so the entire sales team sees it before the Monday meeting. The only thing your team needs to do is read the digest and decide what to act on.
Process name
Competitor Intelligence Tracking
Trigger
Scheduled daily scan fires at 6 AM each morning, reading the competitor list from Google Sheets. The Digest Agent fires separately on a Friday morning schedule.
Final output
A structured weekly competitive digest posted to Slack (and optionally emailed via Gmail to the sales manager), with all scored signals logged to Notion and relevant HubSpot deal notes updated throughout the week.
Agents running
Intelligence Agent (daily), Digest Agent (weekly, Friday 8 AM)
Tools involved
Google Sheets, Notion, HubSpot, Slack, Gmail
Weekly volume
Approximately 60 competitor signals reviewed and logged per month, across daily scans
Human checkpoint
Review the Friday digest in Slack and decide on any follow-up actions. Update the Google Sheets competitor list when rivals change or new ones are identified.
Process owner
Sales Manager (digest review and source list ownership)
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02Step-by-step: what happens and who acts
What you actually need to do: There is one human step in this entire process. Each Friday morning, after the digest is posted to Slack, your sales manager (or whoever owns the process) reads the briefing, flags any signals that need a rep to act on, and updates the Google Sheets competitor list if the market has changed. Everything else runs automatically without anyone touching it.
Step
What happens
Who acts
Type
1
The automation platform fires a scheduled trigger every morning at 6 AM and reads the current competitor list and source URLs from Google Sheets to know which rivals and sources to check that day.
System
Automated
2
The platform queries web monitoring and news aggregation endpoints for each competitor on the list, collecting pricing page changes, press releases, news articles, and alert feeds into a raw signal batch.
System
Automated
3
The Intelligence Agent reads each raw signal in the batch, scores it for business relevance on a 1 to 5 scale, assigns a category tag (such as pricing, product update, hiring, or market expansion), and writes a brief plain-English summary. Signals scoring below the configured threshold are discarded automatically.
Intelligence Agent
Automated
4
Each signal that passes the relevance threshold is written to the Notion intelligence database as a structured entry containing competitor name, category tag, signal date, source URL, and the agent's summary. The entry is immediately visible to anyone with Notion access.
System
Automated
5
For any open HubSpot deal where the signalled competitor is recorded as a tracked rival, the platform appends a timestamped note to that deal record. Reps see the update the next time they open the deal, before their next call.
System
Automated
6
On Friday morning at 8 AM the Digest Agent reads all signals logged to Notion during the past seven days, groups them by competitor and signal category, and writes a concise plain-English briefing covering the most important moves of the week.
Digest Agent
Automated
7
The formatted weekly digest is posted to the designated Slack sales channel with links back to the relevant Notion entries. A copy is optionally sent via Gmail to the sales manager's inbox. The digest is ready before the Monday team meeting.
System
Automated
8
The sales manager and team read the Friday digest in Slack, flag any signals that need a rep to prepare a response or update their pitch, and update the Google Sheets competitor list if any rivals need to be added, removed, or have their source URLs changed.
Sales Manager / Team
Human
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03Handling exceptions
Situation
What the system does
What you do
A competitor entry in Google Sheets is missing a source URL or has a blank required field
The daily scan skips that competitor row and logs a warning in the error log. All other competitors on the list are processed as normal. No crash occurs.
Open the Google Sheets competitor list, find the row flagged in the error summary, and add the missing source URL or field value. The next morning's scan will pick it up automatically.
The same signal is detected twice (duplicate entry from two overlapping sources)
The Intelligence Agent compares the source URL and signal date before writing to Notion. If a near-identical entry already exists within the same 24-hour window, the duplicate is suppressed and not logged.
No action needed in most cases. If you notice a duplicate in Notion despite deduplication, delete the older entry and email support@gofullspec.com so the matching logic can be reviewed.
A competitor name in Google Sheets does not match the competitor field name used in HubSpot deal records
The HubSpot deal note step finds no matching open deals and skips the update for that competitor. The signal is still logged to Notion correctly. No error is thrown.
Check that the competitor name in Google Sheets matches exactly how it appears in HubSpot (including capitalisation). Update the Google Sheets entry or the HubSpot field to align them, then contact support@gofullspec.com if the mapping needs to be reconfigured.
The Friday digest is not posted to Slack at 8 AM (Digest Agent does not fire or Slack post fails)
The automation platform retries the Slack post up to three times with a short delay between attempts. If all retries fail, an alert is sent to the process owner's email address on record.
Check Slack for the digest manually. If it is still missing by 9 AM Friday, check the Notion database directly for the week's entries and forward them to the team. Contact support@gofullspec.com to investigate the Slack connection.
No human reviews the Friday digest for two or more consecutive weeks
The system continues to run, log signals, and update HubSpot notes on schedule. It does not pause or alert automatically if the digest goes unread.
Assign a named backup reviewer before any planned absence. The sales manager should nominate a deputy (such as the RevOps Lead) who will check the digest if the primary owner is unavailable.
A core tool is temporarily unavailable (for example Notion or HubSpot is experiencing an outage)
The automation platform retries the affected step up to five times over a 30-minute window. If the tool remains unavailable, the run is paused and the failed step is queued. A notification is sent to the process owner. Signals collected earlier in the run are held and not lost.
No immediate action is needed during a short outage. Once the tool recovers, the queued steps will process automatically. If the outage lasts longer than two hours during a business day, contact support@gofullspec.com for a status update and manual fallback options.
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04Who to contact and when
Fill in the rows marked with placeholders once your team is confirmed. Keep this table updated any time a role changes so everyone knows who to reach during a problem.
Role
Name
How to reach them
Process owner (Sales Manager)
[Your name]
[Rep email]
Competitor list administrator (RevOps Lead)
[Your name]
[Rep email]
Sales team digest reviewer (backup)
[Your name]
[Rep email]
HubSpot administrator
[Your name]
[Rep email]
FullSpec builder
FullSpec team
support@gofullspec.com
FullSpec support
FullSpec support
support@gofullspec.com
05Ongoing maintenance
Ongoing, as needed
Update the Google Sheets competitor list when a new rival is identified, an existing one is no longer relevant, or a source URL changes. Outdated or missing sources directly reduce signal coverage.
RevOps Lead or Sales Manager
Whenever messaging or format changes are needed
If the digest format, Slack channel, or email recipient changes, submit the change request to support@gofullspec.com. Do not edit the automation platform settings directly.
Sales Manager, with FullSpec support
Monthly
Spend 15 to 20 minutes reviewing a sample of Notion entries to confirm the Intelligence Agent is logging relevant signals and not consistently missing important competitor moves. Adjust the relevance threshold if too much noise is appearing or too many signals are being discarded.
Sales Manager or RevOps Lead
Monthly
Check the automation error log (accessible via the link FullSpec provides at handover) for any recurring warnings such as repeated skip events on a competitor row or consistent HubSpot matching failures.
RevOps Lead or FullSpec support
When a team member joins or leaves
Update the contact table in section 04 of this runbook. Notify FullSpec to update the alert email address on record if the process owner changes. Remove departing team members from the Notion database access list.
Sales Manager
Quarterly
Review the volume of signals logged per month against the target of approximately 60. If volume has dropped significantly, the competitor source list likely needs refreshing. If volume has grown substantially, consider whether the relevance threshold should be raised to maintain digest quality.
Sales Manager and FullSpec team
The single most common maintenance issue for this process is a stale competitor list in Google Sheets. If the source URLs or competitor names are not kept current, the daily scan produces weaker and weaker coverage over time without any obvious error. Assign one named person (the RevOps Lead is the recommended owner) to review and update the competitor list at least once a month, and whenever a rep flags a rival that is not already being tracked.
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