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.