From competitor change to ready response: how Riposte action kits work

Here is a moment every product marketer knows. You find out a competitor raised its price. Now what? Someone has to update the battlecard, tell sales what to say, and fix the comparison page. Usually that someone is you, and usually it happens a week late.

Riposte action kits close that gap.

What's in an action kit

When Riposte finds a change, it writes a signal: what changed, why it matters to you and what to do. Click Build action kit and Riposte turns that into two to four concrete actions. Each one has:

• What to create: for example, a battlecard update, a sales talk track, a comparison page update, a blog post, a LinkedIn post or a customer email.
• Owner: the role that should do it, such as PMM, Sales or Content and SEO.
• Where to share it: for example, the sales Slack channel, the battlecard doc or the website.
• Urgency: today, this week or later.
• A first draft, ready to copy.

An example

Say a competitor raises its Pro plan from $49 to $59 a month. The action kit might suggest:

1. Today, PMM: update the pricing row in your battlecard.
2. This week, Sales: a short talk track for "they're cheaper" objections, now that the gap has changed.
3. Later, Content and SEO: refresh your comparison page with the new price.

The drafts use what you told Riposte about your product and buyers. Anything Riposte doesn't know, like your own price, is left as a [placeholder], so nothing made up slips through.

One place for every response

All actions from all kits collect on the Actions page, sorted into Today, This week, Later and Done. Pick one, copy the draft, share it where it says and mark it done. When every action in a kit is done, the signal is marked reviewed, and the Monday digest lists the responses your team shipped.

Why this matters

Knowing about a competitor change isn't the hard part anymore. Responding fast and well is. See every Riposte feature, or read why I built it.