Competitor comparison worksheet template for b2b saas
Use this competitor comparison worksheet worksheet to compare documented alternatives against customer requirements. It is written for b2b saas and starts with an illustrative offer: a CRM rollout for a 20-person sales team. Replace the assumptions with evidence from your own business before using the result.
Leave with a sourced comparison with visible unknowns and next checks.
Start with a real buying situation
For the worked example, the audience is a sales operations director. Their problem is that opportunities lose their owner between discovery and proposal. The desired practical outcome is a named owner and a dated next action on each active opportunity.
The example is deliberately bounded: the team cannot migrate data during quarter-end. That condition should influence the promise, scope and next step rather than disappear from the marketing copy.
| Illustrative offer | a CRM rollout for a 20-person sales team |
|---|---|
| Buyer question | Where does an opportunity most often stop moving, and who notices first? |
| Possible evidence | a walkthrough using five anonymised opportunities from the buyer’s current workflow |
| Useful asset | an opportunity handover checklist |
How to complete your competitor comparison worksheet
- Include doing nothing or using an internal process among the alternatives.
- Choose criteria that matter to the customer.
- Record sources and dates for factual claims.
- Mark missing information instead of guessing.
- Use the comparison to decide what to verify and what to explain more clearly.
Worked example
These entries are illustrative planning material, not research findings or customer results. Keep the structure and replace the content with verified details.
| Alternatives the buyer considers | Our a CRM rollout for a 20-person sales team; the buyer’s current provider; an internal process; postponing the work. |
|---|---|
| Customer decision criteria | Scope, responsibilities, relevant evidence, dependencies and total cost on the same basis. Separate subscription, migration, support and training costs. |
| Verified facts and sources | For our offer, prepare a walkthrough using five anonymised opportunities from the buyer’s current workflow. For other providers, add current sources and dates; leave unverified cells blank. |
| Unknowns requiring a check | Check how each option handles the dependency: the team cannot migrate data during quarter-end. Do not guess the answer. |
| Implications for our offer | Explain where our scope fits and where it does not. Do not promise a revenue uplift or an integration that has not been tested. |
Review before using it
A useful operational measure in this example is the share of active opportunities with a recorded next action. That does not automatically make it a marketing attribution metric. Define the source, period and owner before drawing conclusions.
- Could a reader trace each factual claim to current evidence?
- Check the delivery assumptions: Separate subscription, migration, support and training costs.
- Use evidence rather than promises. Do not promise a revenue uplift or an integration that has not been tested.
- Discuss the draft with someone who understands the buying situation. Start with: “Where does an opportunity most often stop moving, and who notices first?”
- If the next step is a trial, define its purpose. One possible starting point is to test one pipeline with two volunteers before discussing a wider migration.
Common mistakes and a better review
Do not fill a missing fact with an impressive-sounding number. Mark it as an assumption, explain how you will check it and give that check an owner. A short, honest document is easier to use than an elaborate plan built on unknowns.
| Watch for | A comparison designed so that your offer wins every row is usually not useful. |
|---|---|
| A real buyer concern | We already pay for a CRM. |
| Useful response direction | Then replacing the subscription is not the starting point. Let us compare how your team assigns and follows up five opportunities today. |
| Evidence to collect | The buyer’s own account, a walkthrough using five anonymised opportunities from the buyer’s current workflow, and records relevant to the share of active opportunities with a recorded next action. |
Your working sheet.
Make the exercise your own. Notes are saved in this browser when storage is available. Download a copy to keep; avoid confidential information on a shared device.
Example: Our a CRM rollout for a 20-person sales team; the buyer’s current provider; an internal process; postponing the work.
Example: Scope, responsibilities, relevant evidence, dependencies and total cost on the same basis. Separate subscription, migration, support and training costs.
Example: For our offer, prepare a walkthrough using five anonymised opportunities from the buyer’s current workflow. For other providers, add current sources and dates; leave unverified cells blank.
Example: Check how each option handles the dependency: the team cannot migrate data during quarter-end. Do not guess the answer.
Example: Explain where our scope fits and where it does not. Do not promise a revenue uplift or an integration that has not been tested.
Review your work
This is a reflection checklist, not an automated assessment.
Questions
How do I adapt this for my b2b saas business?+
Is the filled example ready to publish?+
What should I do after completing the worksheet?+
Illustrative business worksheet. No customer results, market rates, traffic volumes or performance benchmarks are implied.
Explore more marketing resourcesDevelop the thinking behind your worksheet.
Explore live online learning on marketing strategy, customers and AI.
Explore the Chief Marketing Officer Course