Ask HN: What's your competitive intelligence workflow as a small team?

I've been researching how founders track competitors and the tooling landscape is interesting. Enterprise teams use Klue/Crayon ($20K+/yr), mid-market uses Competitors.app ($15-20/competitor/mo), and everyone else seems to use... Google Alerts and hoping for the best?

Curious what actually works for small teams:

- Do you actively monitor competitors, or just check in occasionally? - What signals matter most? (pricing changes, feature launches, hiring, funding?) - Is the raw data useful, or do you need someone to interpret "competitor X changed their pricing page" into "here's what this means for you"?

I keep hearing founders say they got blindsided on sales calls by competitors they didn't know existed. Wondering if this is a real pain point or just something people complain about but don't actually prioritize.