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Scorecard

Competitor Analysis Scorecard

90% of Fortune 500 companies use competitive intelligence but only 25% of small businesses do according to Crayon data. Score your competitive position across 10 areas including market awareness, differentiation, pricing strategy, brand strength, and digital presence.

Last updated: May 2026

A competitor analysis scorecard provides a structured framework for evaluating your business against competitors across 8 dimensions: market position awareness, product differentiation clarity, pricing competitiveness, brand awareness, customer satisfaction benchmarking, digital presence strength, innovation speed, and sales effectiveness in competitive deals. Competitive Score = Sum of category scores (0-10 per question, 10 questions). Competitive Win Rate typically target Above 40%.

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What is Competitor Analysis Scorecard?

A competitor analysis scorecard provides a structured framework for evaluating your business against competitors across 8 dimensions: market position awareness, product differentiation clarity, pricing competitiveness, brand awareness, customer satisfaction benchmarking, digital presence strength, innovation speed, and sales effectiveness in competitive deals. It transforms subjective opinions about competitors into measurable scores that reveal strategic gaps.

The Formula

Competitive Score = Sum of category scores (0-10 per question, 10 questions)
Competitive Win Rate = Deals Won Against Named Competitor ÷ Total Competitive Deals × 100
Share of Voice = Your Brand Mentions ÷ (Your Mentions + Competitor Mentions) × 100

Each question scores 0, 3, 7, or 10 based on competitive maturity. Compare your total against the industry average to benchmark your competitive position.

Worked Example

A B2B SaaS company competes with 3 main rivals. They have 200 customers, 30% competitive win rate, and limited brand awareness outside their region.

Market Position: Track competitors informally, no win/loss analysis (3/10)
Differentiation: Clear on website but customers struggle to articulate it (3/10)
Pricing: Benchmarked against competitors with value positioning (7/10)
Brand Awareness: Known in niche but competitors dominate broader market (3/10)
Customer Satisfaction: NPS tracked quarterly, above industry average (7/10)
Digital Presence: Competitive website but losing on SEO for key terms (3/10)
Innovation: Match competitors on features, rarely first to market (3/10)
Sales Effectiveness: No battlecards, win competitive deals on price only (3/10)
Win/Loss Analysis: Anecdotal feedback from sales reps (3/10)
Competitor Monitoring: Ad hoc, learn about moves from customers (3/10)

📌 Total score: 38/100, below the B2B average of 45. Critical gaps in competitive intelligence (no win/loss analysis), digital presence (losing key search terms), and sales effectiveness (no battlecards). Quick wins: interview 10 recent lost deals to understand competitor advantages, create battlecards for top 3 competitors, and target 5 high-value keywords competitors currently own.

Why This Matters

Revenue protection

Companies with formal competitive intelligence programmes win 30-40% more competitive deals. Without understanding competitor positioning, your sales team cannot articulate why buyers should choose you.

Strategic planning

Competitive analysis reveals market gaps your competitors are not filling. These gaps are the lowest-risk growth opportunities, underserved segments where you can win without competing head-on.

Pricing confidence

Knowing exactly how your pricing compares to alternatives lets you price on value rather than fear. Most companies underprice because they assume competitors are cheaper without checking.

Common Mistakes

❌ Only monitoring competitor websites

Websites show what competitors want you to see. The real intelligence comes from win/loss interviews with buyers, sales call recordings, and customer feedback. First-hand buyer insights trump public information.

❌ Tracking too many competitors

Focus on 3-5 competitors you actually encounter in deals. Tracking 15 competitors dilutes attention. If you never compete against them for the same buyer, they are not a competitor, they are a different market.

❌ No action from analysis

Competitive intelligence has no value if it does not change behavior. Every insight should produce an action: update a battlecard, adjust positioning, change pricing, or brief the sales team.

Industry Benchmarks

Category	Good	Average	Poor
Competitive Win Rate	Above 40%	25-35%	Below 20%
Share of Voice vs Top Competitor	Above 40%	20-35%	Below 15%
Win/Loss Analysis Cadence	Monthly	Quarterly	Never or annually

Source: Crayon Competitive Intelligence Report

Benchmark data sourced from Crayon Competitive Intelligence Report.

Marketing research from HubSpot and the Content Marketing Institute consistently shows the tools that let visitors grade or score themselves convert 4x better than generic contact forms, because the visitor gets personalized results, not a 'we'll get back to you' promise.

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One of the most common mistakes we see when working with clients: only monitoring competitor websites. Websites show what competitors want you to see. The real intelligence comes from win/loss interviews with buyers, sales call recordings, and customer feedback. First-hand buyer insights trump public information.

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Frequently Asked Questions

What is a competitor analysis tool?

A competitor analysis tool evaluates your business against competitors across 8 dimensions: market position, product differentiation, pricing, brand awareness, customer satisfaction, digital presence, innovation, and sales effectiveness. It identifies where you lead and where you are vulnerable.

How often should I analyze competitors?

Conduct a full competitive analysis quarterly and monitor major changes in real time. Markets shift fast, a competitor's pricing change or product launch can impact your pipeline within weeks.

How does the competitor analysis scorecard work?

You answer 10 questions about your competitive position across 8 categories. Each scores 0 to 10. Your total benchmarks against the B2B average of 45 out of 100, with specific recommendations per category.

What is a good competitor analysis score?

Above 70 means you have strong competitive awareness and positioning. Between 40-70 indicates gaps that competitors can exploit. Below 40 means you are largely flying blind against the competition.

What is the most important part of competitor analysis?

Win/loss analysis. Understanding why customers chose you or a competitor reveals more actionable insights than monitoring competitor websites. Interview 5-10 recent buyers quarterly for the highest-value intelligence.

How often should I analyze my competitors?

Conduct a full competitive analysis quarterly and monitor major changes in real time according to Crayon competitive intelligence data. 90% of Fortune 500 companies use competitive intelligence but only 25% of small businesses do. Win/loss analysis is the most valuable input, interviewing 5-10 recent buyers quarterly reveals more actionable insights than monitoring competitor websites.

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