Competitive Analysis

Scope

Covers

• Mapping competitive alternatives (status quo, workarounds, analog/non-consumption, direct + indirect competitors)
• Building a competitor landscape grounded in customer decision criteria
• Turning analysis into actionable artifacts: positioning hypotheses, win themes, battlecards, and a monitoring plan

When to use

• “Do a competitive analysis / competitor landscape for our product.”
• “Why are we losing deals to ?”
• “What are the real alternatives if we didn’t exist?”
• “Help us differentiate and position vs competitors.”
• “Create sales battlecards and win/loss takeaways.”

When NOT to use

• You need market sizing / TAM/SAM/SOM as the primary output (different workflow).
• You don’t know the target customer, core use case, or the decision this analysis should support (use problem-definition first).