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Competitive Intelligence Template
A structured template for gathering and organizing competitive intelligence. Covers competitor profiling, feature comparison, positioning analysis,...
Updated 2026-03-05
Competitive Intelligence
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Frequently Asked Questions
How many competitors should I track actively?+
Three to five direct competitors at full depth. Monitor adjacent competitors at a lighter touch (quarterly check-ins). Trying to deeply track more than five competitors fragments your attention and produces shallow analysis. Focus on the competitors you actually lose deals to. The [PM Tool Picker](/tools/pm-tool-picker) can help you evaluate tools for managing competitive intelligence at scale.
Where do I get competitor revenue estimates?+
Triangulate from multiple sources: employee count times $70-100K ARR per employee is a rough SaaS benchmark. Job postings mentioning revenue milestones, press releases, analyst reports (Gartner, Forrester), LinkedIn Sales Navigator company data, and app store rankings for mobile products all provide signals. No single source is reliable. Multiple weak signals create a credible estimate. The [TAM Calculator](/tools/tam-calculator) can help you size the overall market these competitors are playing in.
How do I run a win/loss interview?+
Keep it to 15 minutes. Ask three questions: (1) What was the most important factor in your decision? (2) What did [competitor] do better than us? (3) What would we have needed to win your business? Do not sell. Do not argue. Listen, take notes, and thank them. Run these within 2 weeks of the deal closing while memory is fresh.
Should competitive intelligence be shared with the whole company?+
Share broadly but curate by audience. Sales needs battle cards and objection handling. Marketing needs positioning and messaging comparisons. Engineering needs feature-level detail. Leadership needs strategic summary. Create different views of the same underlying data rather than one giant document that nobody reads. The [Stakeholder Management Handbook](/stakeholder-guide) has frameworks for tailoring communication to different audiences.
How do I prevent competitive intelligence from becoming "copy the competitor"?+
Anchor every competitive insight to customer value. When you see a competitor launch a feature, the question is not "should we build this?" The question is "are our customers asking for this, and does it fit our strategy?" Competitive intelligence informs prioritization. It should never dictate it. Use the [RICE framework](/frameworks/rice-framework) to score competitive response features alongside customer-driven opportunities on equal terms. ---
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