AntlerWing Competitive Watch

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Do next

Worth picking up

What needs you right now, across competitive gaps, market changes, and your team's work. Click any item to open it.

High severity gaps to fix

Unreviewed high severity changes

Overdue and due soon

Activity · last 14 days

Changes by severity

Changes by vendor

Changes by type

Competitor coverage by tier

Email deliverability for antlerwing.com. Silent client threads (you emailed, they went quiet), bounces, and sending reputation. Detection only; a human acts. Refreshed each weekday morning; admins can refresh on demand.

Silent client threads

Bounces

Reputation

Auth config (why mail gets filtered)

Three DNS settings decide whether mailbox providers trust mail from antlerwing.com. When they are wrong, your legitimate mail lands in spam. Each check below has a plain-English explanation and the exact technical fix.

Where we are behind (We lack) or ahead (We lead) of each competitor, from a full-site comparison. AI drafts these; you review and act.

Our positioning profile

Extra context on what AntlerWing offers, used in every comparison. Draft it from our site, then edit and save.

We lack, by dimension

We lead, by dimension

Everything assigned to a teammate across Gaps, Changes, and Prospects. Search, sort by any column, and filter. Owner: Type: Work:

Open work by owner

Firmographics via Clay. Tier A = 200+ staff, B = 50-199, C = under 50. Until enriched, tier falls back to relevance.

Bulk edit: export, change in a spreadsheet, re-import (upserts on URL).

Paste a company URL and AI fills the form below and picks the best page to watch. Review and add.

Kind

Vendor

Name

Cadence

Relevance

URL

New companies found on the watched partner directories (monday / Odoo / Make). Add the relevant ones to the watchlist or ignore the rest.

Email (antlerwing.com)

Role

Password (optional, min 8)

Companies you have reached out to. Follow up from here. Nothing is lost.

Find companies worth contacting from public job postings, then approve the good ones. Approved companies get snapshotted, scored, and appear in This Week. Nothing expensive happens until you approve.

Practice: Source:

Newly added or edited practices take effect on the next classifier run. Snapshots older than 90 days re-classify automatically.

Add a practice

Generate from a website or product name (AI drafts everything below, you review and edit)

Key (slug)

Label

Ideal customer (plain language) Pain signals (name plus how it shows up on a site)

Sourcing keywords

Market verticals

Controls what the tool spends. Analysis runs constantly and can use a cheaper model; writing is what a person actually sends, so it is worth paying for. Lower caps and narrower scope mean less crawling and fewer AI calls.

Estimated spend this month

Estimated from token counts and a flat per-scrape crawl cost. For a sense of spend and the cost of the model choice, not a bill.

By feature

By model

Models

Analysis model (changes, gap digests, classification, sourcing)

Writing model (outreach copy, action prompts)

Gap analysis scope

Pages to crawl per site

Competitors to analyse

Per-run caps

Competitors gap-analysed per run (1 to 25)

Prospects classified per run (1 to 100)

Start here

Overview Weekly rhythm

Do it

How do I...

Screens

Practices Sourcing This Week Outreach Contacted Changes and Sources Gaps Assigned

Reference

The two rules Glossary Troubleshooting

Overview

The tool does the finding and the writing. You do the deciding and the sending. It watches competitors, finds companies worth contacting, drafts the outreach, and shows where we are behind or ahead of competitors. Everything it produces is a draft you approve.

The flow at a glance

Every week, the same seven steps. Steps 4 and 5 use tools outside this app (Clay and your sending tool); everything else happens on the screens in this guide.

1Approve the targeting. Check and approve each practice in Practices. Set once.

2Run the search. In Sourcing, pick a practice, run it, approve the good companies.

3Work the queue. In This Week, open each prospect and get the ready message.

4Get the email. Export to CSV, enrich in Clay, get the verified address.

5Send it. Send from your sending tool. Read each one first.

6Sort replies. Flag the interested ones and pass them on.

7Take the call. Sales runs the booked conversation.

New here? Read Weekly rhythm next, then keep How do I... open as your step-by-step reference.

Weekly rhythm

The seven steps, framed as the cadence to run. At this stage you send in one weekly batch, not every day, so the rhythm is weekly. Keep the volume small while you are getting started.

Set once

Approve the targeting for each practice in Practices. You only come back to this when you want to change who you go after.

Each week

Run Sourcing to refill This Week with fresh companies.
Work the queue top to bottom, opening each one and getting the ready message.
Get the verified emails by exporting to CSV and enriching in Clay.
Send the batch from your sending tool, reading each message before it goes.

As replies come in

Sort the replies and pass the interested ones on.
Draft follow-ups from Contacted for anyone who has not replied.

Tip. One focused weekly batch you have read beats a daily trickle you have not. A small, steady rhythm is the right pace when you are starting out.

How do I...

Short step-by-step recipes for the common jobs. Use the search box above to jump straight to one.

Add a competitor to watch

Go to Sources.
Paste the company URL in the Generate from URL box and click Generate from URL.
Review the details the tool filled in, including the page it chose to watch, then click Add source.

Watch a better page on an existing source

Go to Sources and find the row.
Click Suggest page.
If it proposes a higher-signal page, confirm to switch and re-baseline.

Run competitive gap analysis

Make sure our own site is added as a source (kind self). An admin does this once.
Go to Gaps and click Refresh gaps (admin), or wait for the weekly run.
Read the flags: We lack means a competitor has something we do not; We lead means we have something they do not.

Control how much crawling costs

Go to Gaps and click Cost controls (admin).
Set Pages to crawl to Main pages for cheaper, or All pages for deeper coverage.
Set Competitors to Top only or All, then click Save. The cost hint shows where you land.

Re-run gaps for one competitor

Go to Gaps, grouped by competitor (the default).
Find the competitor group and click Re-run in its header (admin).
It recomputes just that competitor at the current crawl scope, which is far cheaper than refreshing everyone.

See a competitor's pricing or packages delta

Go to Gaps, open Cost controls, set Pages to crawl to All pages, Save.
Find the competitor group and click Re-run so the whole site is crawled and the pricing page is caught.
Click Group by dimension and read the Packages and pricing section.

Update our positioning profile

Go to Gaps and click Our profile.
Click Draft from our site to have the tool write a first version (admin), then edit it.
Click Save profile. It is used as extra context in every comparison.

Approve a practice for sourcing

Go to Practices (admin) and open the practice.
Click Draft with Claude to draft keywords, review and trim them.
Click Approve keywords. Nothing sources against a practice until you approve it.

Find companies to contact

Go to Sourcing, pick a practice and Job postings as the source.
Optionally check one or more verticals to focus the hunt.
Click Run search, then check the good companies and approve them. They flow into This Week.

Get an outreach message and mark contacted

Go to This Week and click Get outreach message on a card.
Read and edit the draft, then click Copy message and send it from your sending tool.
Click Mark as contacted.

Draft a follow-up

Go to Contacted.
Click Draft follow-up on someone who has not replied.
Edit, copy, and send it from your sending tool.

Assign work to a teammate

Open the item: a gap flag on Gaps, a change on Changes, or a company on This Week.
Pick a person in the Assign dropdown on that card.
See it on the Assigned tab, or filter any of those tabs by assigned to me.

Draft an action prompt for a gap

On Gaps, click Draft action on a flag.
Read the paste-ready prompt that appears, then click Copy prompt.
Paste it into your writing tool to produce the asset. Click Regenerate action for a fresh version.

See all assigned work in one place

Open the Assigned tab.
Filter by owner (including Me), type, or status, and search by title or owner.
Click a column heading to sort by it.

Add a teammate

Go to Users (admin).
Enter their antlerwing.com email and role, set a password or leave it blank for email-code login.
Click Add user.

Practices Practices

What it is for

A practice is a service you sell: monday.com, Make, Odoo, or Cerri. Each practice tells the tool who to look for and what pain to look for. This is the control room for targeting.

How to use it

Open a practice to see its ideal customer, its list of pain signals, its search keywords, and its verticals.
To draft keywords, click Draft with Claude. It proposes the job titles a company posts when it uses that product but cannot staff it. Review them, cut anything loose.
Add verticals if you want to target a niche, like immigration law firms or construction.
When the keywords look right, click Approve keywords.

Nothing sources against a practice until you approve it. monday is approved. Make, Odoo, and Cerri are waiting for approval and show as pending until you do.

Tip. A short, exact keyword list beats a long loose one. Every loose term costs you time sorting junk later.

Sourcing Sourcing

What it is for

This is where you go find companies. It searches for the signals you set in Practices and brings back companies that show them.

How to use it

Pick a practice and a source. Job postings is the strongest source. Competitor wins also works. Review sites is low yield and off by default.
If you want a niche, check one or more verticals.
Click Run search. The tool brings back candidate companies.
Look over the list, then check the ones worth pursuing and approve them. Nothing is scored until you approve, so this keeps costs and junk down.

Approved companies get read, scored, and sent to This Week automatically.

Tip. Companies you already contacted or already work with are filtered out, so you will not re-add the same names.

Verticals

A vertical is a niche you can point a search at, like immigration law firms or construction and trades. Behind each one is a short set of qualifiers, a few search phrases, and those qualifiers are what actually drive the search. Check one or more verticals to narrow the hunt to that segment for that run. Leave them unchecked to search broad across all your keywords.

To add more, go to Practices, open a practice, and use the Market verticals editor. Add a label plus two or three tight qualifier phrases, then Save, and the vertical shows up as a checkbox on the next Sourcing run. Two or three tight phrases beat a long list.

This Week This Week

What it is for

Your worklist. The strong-fit companies the tool found, ready to reach out to, best first.

How to use it

Each card shows a company, a match label (Strong match or Worth a look), the one-line reason it was flagged, and the pain it is showing.
Click Get outreach message to open the ready message.
Use Mark contacted after you send, or Not a fit to remove one that does not belong.
Use Export CSV to pull the list out for enrichment and sending.

Tip. Work top to bottom. The list is already sorted by how strong the match is.

Outreach message Outreach drawer

What it is for

The message is already written for you, and it opens on the exact signal that flagged the company, so it reads as personal, not cold.

How to use it

Read the draft. It references the company's real signal, for example a job posting they published.
Click the link to see the posting that flagged them if you want the context.
Edit anything you want, then click Copy message.
Paste the contact name and email if you have looked it up.
Click Mark as contacted once you have sent it.

The tool never sends for you. It writes and prepares the message. A person always sends it from the sending tool.

Contacted Contacted

What it is for

Everyone you have already reached, so nothing gets lost and follow up is easy.

How to use it

See who was contacted and when.
Click Draft follow-up to write a second-touch message to someone who has not replied.
Export to CSV if you need the list elsewhere.

Changes and Sources Changes

What it is for

The tool watches competitor and market websites and tells you when something worth knowing changes, like a competitor changing pricing.

How to use it

The Changes view lists what changed and how important it is.
On the Sources tab, add a company to watch. Paste a URL and click Generate from URL, and the tool fills in the details and picks the best page to watch. Review it, then add it.
Use Suggest page on a source if you think there is a better page to watch than the current one.

Changes watches one page per competitor for edits. To compare whole sites and find where we are behind or ahead, use Gaps.

Gaps Gaps

What it is for

Gaps compares our whole website against each competitor's whole website and flags where we are behind or ahead. It is how you catch things like a competitor publishing packages or pricing that we do not.

How to read a flag

A red We lack flag means the competitor has something we do not. This is a flag for us to fix.
A green We lead flag means we have something they do not. This is an advantage to lean on.
Each flag names the dimension (packages and pricing, offerings, guarantees, verticals, social proof, certifications, calls to action, plus the SEO ones: page titles and meta, topic coverage, content cadence), a severity, a one-line recommendation, and a link to the exact competitor page that shows it.

How to use it

Flags are ranked by severity, so the worst come first, and at the same severity the actionable We lack flags sit above We lead. Competitors are ordered by their most severe flag, and each group header shows how many are high.
Group by competitor (the default) to see everything about one rival, or click Group by dimension to compare one theme (for example pricing) across all competitors.
Filter by status, direction (We lack or We lead), and severity.
Mark a flag reviewed once you have acted on it, or dismiss it. Your status survives the next recompute.

Refresh, re-run, and cost (admin)

Refresh gaps recomputes every top competitor now. Re-run in a competitor's group header recomputes just that one, which is much cheaper.
Cost controls set two levers: Pages to crawl (Main pages is cheaper, All pages is deeper) and Competitors (Top only or All). Turn them down to spend less.
If a competitor's pricing looks empty, it is usually because Main pages did not reach their pricing page. Switch to All pages and Re-run just that competitor.

Act on a flag

Click Draft action on a flag to generate a paste-ready prompt that closes a We lack gap or amplifies a We lead advantage. Copy it and hand it to your writing tool. Regenerate if you want a fresh take.
Set an owner with the Assign dropdown so a teammate picks it up. Use the Assigned to me filter to see just yours. Everything assigned rolls up to the Assigned tab.

Our profile

Click Our profile to keep a short note of what we offer that the site does not make obvious. The tool can draft it from our site, and it is used as extra context in every comparison.

Assigned Assigned

What it is for

One place to see everything assigned to a teammate across Gaps, Changes, and Prospects. It is your shared to-do list for competitive work.

How to use it

Assign an item from where it lives: the Assign dropdown on a gap flag, a change card, or a This Week prospect.
On this tab, filter by owner (including Me), type, or status, and search across titles and owners.
Click any column heading to sort by it (type, item, owner, status, signal, or when it was last updated).
Use the Open source link on a row to jump to the underlying page.

Tip. Set the owner filter to Me to get your own worklist across every part of the tool in one view.

The two rules that never change

You approve the targeting. No practice sources anyone until you have approved its keywords.

You approve the send. The tool drafts every message, but a person reads and sends each one. Nothing goes out on its own.

Glossary

Practice: A service you sell: monday.com, Make, Odoo, or Cerri.
Signal: A real, public sign a company needs help, most often a job posting.
Fit score: How well a company matches a practice, from 0 to 100. Shown as a match label so you do not have to read numbers.
Match label: Strong match (80 and up) or Worth a look (60 to 79).
Vertical: A niche to narrow the search, like immigration law firms or construction.
Source: Where the tool looks: job postings (strongest), competitor wins, or review sites (low yield).
Baseline: The first saved copy of a watched page. Future changes are compared against it.
Change event: A watched page changed in a way worth telling you about.
Gap flag: One difference between us and a competitor, either We lack or We lead.
We lack: A competitor has something we do not. A flag for us to fix.
We lead: We have something a competitor does not. An advantage to use.
Dimension: A category the comparison checks: packages and pricing, offerings, guarantees, verticals, social proof, certifications, calls to action, page titles and meta, topic coverage, and content cadence.
SEO dimensions: Page titles and meta, topic coverage, and content cadence. Read from the same site crawl, so they cover on-page and content SEO only. Rankings, search volume, and backlinks need a paid SEO tool and are not included.
Crawl scope: How many pages the gap analysis reads per site: Main pages (cheaper) or All pages (deeper).
Our profile: A short note of what we offer, used as extra context in gap comparisons.
Owner: The teammate a gap, change, or prospect is assigned to. Shown as an @name badge.
Action prompt: A paste-ready prompt the tool drafts for a gap, to produce the asset that closes or amplifies it.
Assigned: The central tab listing everything assigned across Gaps, Changes, and Prospects.

Troubleshooting

This Week is empty.

Either no search has run yet, or the practice you want is not approved, or nothing scored high enough this round. Run a search in Sourcing, and check that the practice is approved in Practices.

A practice says keywords pending review.

That practice is not approved yet. Open it in Practices, review the keywords, and click Approve keywords. Only monday is approved to start.

Review sites found nothing.

That is expected. Reviews rarely name a company, so it is low yield and off by default. Use job postings.

There is no email address for a prospect.

The tool finds companies, not contacts. Export the list to CSV and enrich it in Clay to get the verified email.

I cannot find a Send button.

There is not one, by design. The tool prepares the message; you send it from your sending tool. That is what keeps our sending safe.

Gaps is empty.

Our own site may not be added as a self source yet, or no comparison has run. An admin adds our site once, then clicks Refresh gaps, or waits for the weekly run.

A competitor's packages or pricing shows nothing.

The Main pages crawl scope probably did not reach their pricing page. Open Cost controls, switch Pages to crawl to All pages, then Re-run just that competitor.