Competitive Analysis Templates

Templates for analyzing competitors, enabling sales teams, and defining strategic market positioning.

When to Use This Skill

Auto-loaded by agents:

• market-analyst - For competitor deep-dives, battle cards, and positioning maps

Use when you need:

• Analyzing competitor strategies and offerings
• Creating sales battle cards
• Building feature comparison matrices
• Tracking competitive intelligence
• Conducting win/loss analysis
• Defining differentiation strategy
• Monitoring competitive threats
• Positioning against alternatives

What is Competitive Analysis?

Competitive analysis helps you:

• Understand your market position and competitive landscape
• Identify differentiation opportunities and white space
• Enable sales teams to win competitive deals
• Inform product roadmap and strategic decisions
• Monitor competitive threats and market shifts

NOT: Copying competitors or building feature parity BUT: Finding defensible differentiation and strategic positioning

Good competitive analysis: Actionable, evidence-based, honest about trade-offs, regularly updated

Bad competitive analysis: Feature lists without context, outdated, biased, not used by teams

When to Use This Skill:

• Conducting competitive research
• Enabling sales for competitive deals
• Defining product positioning
• Planning market entry strategy
• Responding to competitive threats
• Quarterly strategic planning

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Evidence Standards

Core principle: All competitive intelligence must be based on verifiable public sources. Strategic analysis and recommendations are core value, but factual claims require source attribution.

Research requirements:

1. Use verifiable public sources

   • Competitor websites, product pages, and documentation
   • Pricing pages (with URLs and date accessed)
   • Review sites (G2, Capterra, TrustRadius) with specific review citations
   • News articles, press releases, and public announcements
   • Product demos, trials, and publicly available materials

2. Source attribution

   • Every claim about competitor features, pricing, or strategy must cite source
   • Format: "[Feature/Claim] (Source: [URL], accessed [Date])"
   • Review quotes must cite specific review with link
   • When multiple sources confirm: cite 2-3 representative sources

3. When data is unavailable

   • Explicitly note: "[Pricing not publicly available]", "[Requires product trial]"
   • Never fabricate competitor information to complete analysis
   • Recommend steps to gather missing data (demo request, trial signup)
   • Note limitation in battle card or analysis

4. What you CANNOT do

   • Fabricate competitor features, pricing, or capabilities
   • Invent user testimonials or review quotes
   • Make up market share numbers or competitive statistics
   • Create fictional customer case studies

5. What you SHOULD do (core value)

   • Provide strategic analysis of competitive landscape
   • Identify differentiation opportunities based on research
   • Recommend positioning strategy against competitors
   • Guide battle card creation and sales enablement
   • Teach competitive intelligence methodologies
   • Help interpret competitive data for strategic decisions

When in doubt: If public information is unavailable, note the limitation explicitly rather than inventing data. Your strategic expertise in competitive analysis and positioning is your primary value.

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Three Core Templates

1. Competitor Deep-Dive Analysis

Purpose: Comprehensive competitive intelligence for strategic decisions

Use when:

• Quarterly competitive reviews
• Market entry planning
• Product roadmap planning
• Understanding new competitive threat
• Executive briefings

Key sections:

• Company overview (size, funding, strategy)
• Product analysis (features, UX, pricing)
• Go-to-market strategy (sales, marketing)
• SWOT analysis (strengths, weaknesses, opportunities, threats)
• Customer intelligence (reviews, win/loss)
• Competitive response strategy

Template: assets/competitor-deep-dive-template.md

Complete template with all sections, example content, intelligence sources

Time investment: 8-12 hours initial, 2-3 hours quarterly updates

Comprehensive guide: references/competitive-intel-guide.md

Intelligence gathering, research techniques, analysis frameworks, organizing intelligence

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2. Battle Card (Sales Enablement)

Purpose: Quick-reference competitive enablement for sales teams

Use when:

• Sales team faces competitor regularly
• New competitive threat emerges
• Need to improve win rates vs. specific competitor
• Onboarding new sales reps

Key sections:

• Quick stats (foundational context)
• When you'll face them (common scenarios)
• Where we win (strengths with proof)
• Where they win (their strengths + how to counter)
• Common objections & responses
• Discovery questions (uncover our advantages)
• Proof points (customer stories, data)

Template: assets/battle-card-template.md

Sales-ready format, specific talk tracks, objection handling, proof points

Format: 1-2 pages maximum (quick reference for calls)

Update frequency: Immediately on competitor changes, monthly review

Comprehensive guide: references/battle-card-guide.md

Creating effective battle cards, sales enablement, training, maintenance, metrics

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3. Positioning & Perceptual Mapping

Purpose: Strategic market positioning and visual competitive landscape

Use when:

• Strategic planning (annual/quarterly)
• Defining product strategy
• Finding market white space
• Developing messaging
• Repositioning product

Key sections:

• Perceptual maps (visual market positioning)
• Positioning statement (April Dunford framework)
• Differentiation matrix
• Value proposition map (jobs, pains, gains)
• Strategic positioning grid
• Brand positioning
• Messaging framework

Template: assets/positioning-map-template.md

Perceptual mapping formats, positioning frameworks, differentiation analysis

Use cases: Strategic planning, market entry, messaging development

Comprehensive guide: references/positioning-guide.md

Positioning frameworks, differentiation strategies, perceptual mapping, repositioning

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Choosing the Right Template

For strategic planning → Use all three:

1. Deep-dive analysis (understand landscape)
2. Positioning map (define your position)
3. Battle cards (enable execution)

For sales enablement → Battle cards:

• Quick reference during calls
• Specific talk tracks and counters
• Updated frequently

For product strategy → Deep-dive + Positioning:

• Feature gap analysis
• Market white space
• Differentiation strategy

For one competitor → Start with deep-dive, then battle card

For market overview → Positioning map first (landscape), then selective deep-dives

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Competitive Intelligence Process

1. Gather Intelligence

Primary sources:

• Competitor website, demos, trials
• Customer reviews (G2, Capterra, TrustRadius)
• Win/loss interviews
• Customer feedback

Secondary sources:

• Press releases, news
• Job postings (strategic direction)
• Social media, podcasts
• Analyst reports

Source citation requirements:

• Document URL and access date for every source
• Cite specific G2/Capterra reviews with links for user quotes
• Note when information is unavailable: "[Pricing not public]"
• Never fabricate data to fill intelligence gaps
• Recommend additional research steps for missing data

Detailed guide: references/competitive-intel-guide.md

Research techniques, intelligence sources, ethical guidelines, source citation best practices

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2. Analyze Patterns

Look for:

• Feature launch velocity (product strategy)
• Market expansion signals
• Pricing changes
• Partnership announcements
• Messaging shifts

Framework: Use SWOT analysis

• Strengths: What they do well (facts, evidence)
• Weaknesses: Exploitable gaps (customer complaints, missing features)
• Opportunities (for them): Anticipate their moves
• Threats (to us): How they could hurt us

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3. Act on Insights

Product decisions:

• Close critical gaps (table stakes)
• Exploit weaknesses (differentiation)
• Defend strengths (maintain advantage)

Positioning:

• Find defensible differentiation
• Avoid head-to-head on their strengths
• Position in category where you win

Sales enablement:

• Create battle cards (competitive situations)
• Train on objection handling
• Share win stories

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Positioning Frameworks

April Dunford's 5 Components

Work through in this order:

1. Competitive Alternatives: What would customers use if you didn't exist?

2. Unique Attributes: What can you do that alternatives can't?

3. Value (Benefits): What do those unique attributes enable?

4. Target Customer: Who cares most about that value?

5. Market Category: What context makes your value obvious?

Example:

For Series A B2B SaaS companies who need to scale pipeline without growing SDR headcount, [Product] is an AI-powered sales development platform that books 10x more qualified meetings. Unlike Salesforce which requires large SDR teams, we use AI to automate the entire top-of-funnel.

Complete framework: references/positioning-guide.md

Positioning strategies, differentiation, perceptual mapping, validation

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Perceptual Mapping

Purpose: Visualize competitive landscape, find white space

Common axes:

• Price vs. Capabilities
• Ease of Use vs. Power
• Horizontal vs. Vertical
• Self-serve vs. Enterprise

Strategic insights:

• White space (underserved segments)
• Crowded areas (avoid competing)
• Movement over time (strategic direction)

Template: assets/positioning-map-template.md

Multiple perceptual map formats, strategic analysis

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Battle Card Best Practices

Format:

• 1-2 pages maximum (quick reference)
• Bullets, not paragraphs
• Specific talk tracks (exact words)
• Print-friendly

Content:

• Be honest about weaknesses (builds credibility)
• Use customer language (outcomes, not features)
• Include proof points (quotes, data, case studies)
• Provide discovery questions (uncover advantages)

Maintenance:

• Update immediately on competitor changes
• Monthly review, quarterly refresh
• Sales feedback loop
• Track win rates

Detailed guide: references/battle-card-guide.md

Creating, training, maintenance, metrics

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Organizing Competitive Intelligence

Repository Structure

/Competitive Intelligence
  /Competitor A
    - Deep-dive analysis.md
    - Battle card.md
    - Product screenshots/
    - Reviews analysis.md
  /Competitor B
    [Same structure]
  /Market Maps
    - Positioning map.md
    - Feature comparison.xlsx
  /Win-Loss Analysis
    - Quarterly summaries

Update Cadence

Continuous: Monitor for major changes (Google Alerts, RSS)

Monthly:

• Scan competitor websites, blogs, changelogs
• Read recent reviews
• Update battle cards if needed

Quarterly:

• Deep-dive analysis refresh
• Win/loss review
• Positioning assessment
• Sales team competitive briefing

Detailed guide: references/competitive-intel-guide.md

Monitoring strategies, intelligence distribution

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Common Mistakes to Avoid

Feature parity obsession:

• Problem: Building everything competitors have
• Fix: Focus on defensible differentiation

Outdated intelligence:

• Problem: Stale battle cards, wrong pricing
• Fix: Regular update cadence, monitoring systems

Too comprehensive:

• Problem: 50-page analysis nobody reads
• Fix: Right level of detail for audience (battle card vs. deep-dive)

Ignoring weaknesses:

• Problem: Only highlighting strengths
• Fix: Honest assessment of trade-offs

Not using the intelligence:

• Problem: Analysis sits in drive, not actioned
• Fix: Clear distribution, sales training, product impact

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For Solo Operators / Small Teams

Simplified approach:

Focus: 2-3 most important competitors only

Monthly routine (2-3 hours):

• Check competitor websites for changes
• Read 5-10 recent G2 reviews
• Scan their blog/changelog
• Update battle card if needed

Quarterly deep-dive (half day):

• Full product trial
• Read 20-30 reviews
• Update positioning map
• Refresh analysis doc

Templates to use:

• Battle card (1 page version)
• Simplified positioning map
• Lightweight deep-dive (key sections only)

Tools:

• Google Alerts (free monitoring)
• Spreadsheet for tracking
• Notion/Google Docs for documentation

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Templates and References

Assets (Ready-to-Use Templates)

Copy-paste these for immediate use:

• assets/competitor-deep-dive-template.md - Comprehensive competitive analysis
• assets/battle-card-template.md - Sales enablement quick reference
• assets/positioning-map-template.md - Strategic positioning & perceptual maps

References (Deep Dives)

When you need comprehensive guidance:

• references/competitive-intel-guide.md - Intelligence gathering, research, analysis
• references/battle-card-guide.md - Creating effective battle cards, sales enablement
• references/positioning-guide.md - Positioning frameworks, differentiation strategies

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Related Skills

• product-positioning - Product positioning frameworks
• go-to-market-playbooks - GTM and launch strategy
• roadmap-frameworks - Product roadmaps
• market-sizing-frameworks - Market opportunity assessment

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Quick Start

For your first competitive analysis:

1. Pick your top competitor
2. Start with assets/competitor-deep-dive-template.md
3. Research: Product trial, 20 reviews, website analysis
4. Fill in template (focus on implications, not just facts)
5. Create battle card using assets/battle-card-template.md
6. Train sales team on battle card
7. Set quarterly review cadence

For sales enablement:

1. Identify 2-3 competitors sales faces most
2. Use assets/battle-card-template.md
3. Gather: Win/loss data, sales objections, customer quotes
4. Create 1-2 page battle cards
5. Role-play objection handling with sales
6. Update monthly based on field feedback

For strategic positioning:

1. Use assets/positioning-map-template.md
2. Create perceptual map (choose relevant axes)
3. Plot competitors
4. Identify white space
5. Define positioning using April Dunford framework
6. Validate with customer research
7. Update messaging and roadmap

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Key Principle: Competitive intelligence informs strategy, not dictates it. Understand competitors to find your unique position and enable sales to win, not to copy or obsess over feature parity.