Competitor Analyzer
Analyze competitor positioning, identify their strengths and weaknesses, and get actionable strategies to win against them in competitive deals.
The Complete Guide to Competitive Analysis
Competitive analysis is the process of identifying your competitors and evaluating their strategies, strengths, and weaknesses relative to your own. It helps you find opportunities for differentiation, anticipate competitive moves, and win more deals.
Why Competitive Analysis Matters
- Win More Deals: Understand competitor weaknesses to position your solution more effectively in competitive situations.
- Better Positioning: Identify unique value propositions that differentiate you from alternatives.
- Anticipate Moves: Predict competitive responses and prepare counter-strategies.
- Improve Products: Learn from competitor successes and failures to inform your roadmap.
- Train Your Team: Equip sales and marketing with competitive intelligence and talk tracks.
Types of Competitors
Direct Competitors: Companies offering similar products to the same target market. These are the ones you encounter most in deals.
Indirect Competitors: Companies solving the same problem with different solutions. They compete for the same budget even if not the same product category.
Potential Competitors: Companies that could enter your market. Often adjacent players or well-funded startups.
Status Quo: Don't forget that "do nothing" or "build it ourselves" is often your biggest competitor.
Building a Competitive Battlecard
A battlecard is a one-page summary that sales reps can reference during competitive deals. Key elements include:
- Competitor Overview: Who they are, what they do, their positioning and target market.
- Strengths & Weaknesses: Where they excel and where they fall short.
- Landmines: Topics or requirements to raise early that expose their weaknesses.
- Trap Questions: Questions that make prospects discover competitor shortcomings themselves.
- Objection Handlers: How to respond when prospects bring up competitor advantages.
- Win Themes: Key messages and proof points that resonate against this competitor.
Competitive Intelligence Sources
- Win/Loss Analysis: Interview customers who evaluated both solutions to learn what mattered.
- Competitor Websites: Messaging, pricing, feature lists, and customer logos reveal positioning.
- Review Sites: G2, Capterra, and TrustRadius show real user feedback on strengths and weaknesses.
- Job Postings: Hiring patterns reveal strategic priorities and potential product directions.
- LinkedIn/Social: Executive posts and company updates signal strategy changes.
- Industry Analysts: Gartner, Forrester, and others provide comparative evaluations.
Using Competitive Intelligence Ethically
- Never misrepresent yourself to gather information
- Don't disparage competitors - focus on your strengths instead
- Verify claims before using them in sales conversations
- Respect confidential information from former competitor employees
- Focus on helping customers make the best decision, not just winning
Ready to Win More Competitive Deals?
Our team builds targeted outreach campaigns that position you to win. We help you reach the right accounts with the right message at the right time.
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