Live Competitor Tracker Spreadsheet

A one-time competitive report goes stale the day after you send it. This workflow builds a spreadsheet that’s designed to be re-run — each time you paste the prompt back in, it appends a new row instead of starting over, so you end up with a real trend line instead of a pile of disconnected screenshots.

Tools used in this workflow

Tool	Required?	Used for
Scrunch MCP	Required	Competitive presence data and share-of-voice calculation
Google Sheets MCP or Excel MCP	Required (choose one)	Storing the running trend and rendering the chart

Google Sheets
Excel

Replace the bracketed values, then paste the whole thing into Claude.

For [brand name] in Scrunch, update my competitive share-of-voice tracker in Google Sheets.

Step 1 — Pull this period's numbers:
List all tracked competitors for [brand name]. Get presence metrics for [brand name] and all competitors for the last 30 days, with competitors included in the results. Calculate each brand's share of voice: their presence count as a percentage of total tracked variants.

Step 2 — Update the spreadsheet:
Open [spreadsheet name or URL]. If a tab called "SOV Trend" doesn't exist, create one with columns: Date, Brand, Share of Voice %, Rank.

Append one row per brand for today's date — [brand name] plus every competitor — to the "SOV Trend" tab. Don't overwrite existing rows; this should be additive so the sheet builds a history over time.

Step 3 — Refresh the chart:
If a line chart plotting Share of Voice % over Date, grouped by Brand, doesn't already exist on a "Chart" tab, create one. If it exists, confirm it's picking up the new rows automatically.

Step 4 — Summarize what moved:
Compare today's rank and share of voice for [brand name] against the previous entry in the sheet (if any). Call out: did our rank change? Did any competitor pass us or fall behind? By how much?

What you get: A living spreadsheet with one tab holding the full historical trend and a chart that updates itself as you add rows — re-run this weekly or monthly and watch the competitive picture accumulate instead of re-explaining it from scratch each time.

Replace the bracketed values, then paste the whole thing into Claude.

For [brand name] in Scrunch, update my competitive share-of-voice tracker in Excel.

Step 1 — Pull this period's numbers:
List all tracked competitors for [brand name]. Get presence metrics for [brand name] and all competitors for the last 30 days, with competitors included in the results. Calculate each brand's share of voice: their presence count as a percentage of total tracked variants.

Step 2 — Update the workbook:
Open [workbook name or path]. If a worksheet called "SOV Trend" doesn't exist, create one with columns: Date, Brand, Share of Voice %, Rank.

Append one row per brand for today's date — [brand name] plus every competitor — to the "SOV Trend" sheet. Don't overwrite existing rows; this should be additive so the workbook builds a history over time.

Step 3 — Refresh the chart:
If a line chart plotting Share of Voice % over Date, grouped by Brand, doesn't already exist, create one on its own worksheet. If it exists, confirm the data range covers the newly added rows.

Step 4 — Summarize what moved:
Compare today's rank and share of voice for [brand name] against the previous entry in the workbook (if any). Call out: did our rank change? Did any competitor pass us or fall behind? By how much?

What you get: A living workbook with one sheet holding the full historical trend and a chart that updates as you add rows — re-run this weekly or monthly and watch the competitive picture accumulate instead of re-explaining it from scratch each time.

Tips

How often to re-run this

Weekly is enough to catch real movement without adding noise — share of voice rarely swings meaningfully day to day. Monthly works fine for a slower-moving competitive set. Pick a cadence and stick to it; consistent spacing between rows makes the trend line easier to read than irregular snapshots.

Starting the tracker for the first time

On the very first run, the sheet won’t have a previous entry to compare against — that’s expected. Claude will just populate today’s row and skip Step 4’s comparison. The trend becomes useful starting with the second run.

Competitor Share of Voice, Ranked

Run the full one-time analysis (displacement, defensible positions) before setting up the recurring tracker.

Competitive Battlecard Generator

Turn this same competitive data into sales-facing battlecards instead of a trend sheet.

​Tips

Competitor Share of Voice, Ranked

Competitive Battlecard Generator

Tips