A living matrix of who buyers actually compare — capabilities, proof, and the line you refuse to copy.
A competitive analysis template is a structured way to compare the alternatives a buyer already has in mind. This competitor analysis template is a matrix, not a slide of logos. If a row cannot change a product or campaign decision, delete it.
The set of alternatives (including do-nothing), the jobs they win, the proof they show, and the gaps you can honestly own. Feature checkmarks without buyer language are decoration.
Named rival, category incumbent, or status quo.
The deal shape they take from you.
Phrases from Gong/Chorus, not your battlecard adjectives.
G2 badges, analyst notes, reference logos.
A capability or process you can demo this week.
The claim you will not print even if they do.
A revenue-intel challenger mapped Gong, Chorus, and “we’ll just listen to a few calls.” The useful row was not feature parity — it was “time from deploy to a forecast the CRO trusts.”
Northstar (revenue intelligence)
| Field | Filled |
|---|---|
| Primary rival | Gong — wins on brand and enablement library |
| Secondary | Chorus — wins on price in mid-market |
| Status quo | Manager listens to five calls a month |
| When they lose | RevOps needs CRM-native reports, no new behavior from reps |
| Our counter | Forecast views inside Salesforce in 14 days |
| Do-not-copy | “AI-powered conversation intelligence” as a headline |
Lost-to and also-considered fields beat a TAM slide.
If you skip it, you will over-build for a rival that is not in the deal.
What job does the buyer hire each option to do? That is the matrix axis.
One transcript line is worth a column of checkmarks.
A quarterly ritual. A stale matrix is worse than none.
| Mistake | Fix |
|---|---|
| Only public rivals | Include the spreadsheet and the agency. |
| Feature dump as the whole page | Jobs and proof first. Features support the job. |
| Copying their category line | If you sound like them, you have not analyzed them. |
Three to five named alternatives plus do-nothing. More than seven and nobody updates it.
No. This template is the research artifact. Competitive positioning is a later how-to — how you place against that set.
Product marketing, with sales adding win/loss notes. If only strategy owns it, it dies in a folder.