Competitor Analysis Template for B2B Companies (Copy and Use)

A competitor analysis template should fit on one page per competitor. If it's longer, nobody fills it in, and nobody reads it. Here's a template small B2B teams can copy into a doc or spreadsheet and fill in today.

The template

Create one section per competitor with these fields:

1. Basics

• Company name and website
• Who they sell to (industry, company size, buyer's job title)
• Their one-sentence pitch, copied from their homepage headline

2. Pricing

• Plan names and prices, or "not public"
• Free plan or trial: yes or no
• Date you last checked

3. Product

• Their three main features, in their own words
• Recent launches from their blog or changelog
• Gaps: things customers ask for that they don't offer

4. Market signals

• Open roles and what they suggest (see our guide on reading competitor job postings)
• Recent news: funding, partnerships, leadership changes
• Repeated praise and complaints from reviews or forums

5. How we compete

• Where they're genuinely stronger than us
• Where we're genuinely stronger than them
• What to say when a prospect brings them up

6. Watch list

• The one change that would worry us most (a price cut, a feature launch, entering our industry)

Tips for filling it in

• Use their words, not yours. Copy their headline and feature names exactly. It keeps you honest and shows how prospects see them.
• Date everything. A price without a date is a guess.
• Be fair about their strengths. If your sales team can't admit what a competitor does well, prospects stop trusting the rest.
• Only write down what you can point to. Every claim should trace back to a page, review, or post you actually saw.

Keeping it current

Every competitor analysis template has the same weakness: it's accurate the day you fill it in and slowly wrong after that. Sections 2 through 4 change the most, and they're the ones nobody remembers to update.

IntelBrief fills in that part for you. Each month it captures your competitors' homepage, pricing, and careers pages, compares them with last month, checks news and public posts, and emails you a written brief. It also builds a sales battlecard for each competitor from the pages it captured, so section 5 starts from real evidence. It covers up to 5 competitors for $9/mo. See a sample brief to know what you'd get.