About Signaro

For 25+ years I held product marketing and go-to-market roles at enterprise technology companies — AWS, Microsoft, Symantec, and Citrix among them. Competitive intelligence was always part of the job: I researched the competitors, wrote the battlecards, ran the competitive deal support, and scrambled to keep it all current every time the market shifted or sales demanded broader competitor coverage.

I know exactly how much of a product marketer's week disappears into that work — and how fast it goes stale as the market shifts and sales asks you to cover more than one or two competitors. Today most teams reach for ChatGPT or Claude to keep up, and I understand why — but I've watched them hit a different wall: confident answers I couldn't always trace to a source, the occasional hallucinated fact, and a battlecard that covered the competitor but left my own side to whatever I'd typed from memory. Signaro is my answer to both.

So I pivoted from product marketer to founder/developer to build the competitive intelligence application I always wanted: one that researches both your competitors and your own company, then does the real analysis I used to do by hand — why you win, why you lose, how to handle the objection — with every claim traced to a cited source. Automated, always current, and easy enough to set up that smaller B2B GTM teams already doing this work themselves can finally cover their whole competitive set.