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Competitive Intelligence Free Tools

Free tools you can use (with no login required) to streamline your competitive intelligence and empower your GTM teams, from research to sales.

C

Analysis
Competitive Analysis Checklist
A step-by-step checklist to run a thorough competitive analysis — covering positioning, pricing, product, and messaging.
Audit
Competitive Intelligence Audit Scorecard
Evaluate the maturity and effectiveness of your competitive intelligence program with a structured scoring framework.
Analysis
Competitive Pricing Matrix
Build a side-by-side pricing comparison of your product vs. competitors — plans, tiers, features, and per-seat costs — then export as PNG, PDF, or copy to Notion.

F

Analysis
Feature Parity Comparison Matrix
Compare feature coverage across your product and competitors. Add sections, list features, toggle support per company, then export as PNG, PDF, or Notion table.

I

Strategy
ICP Template
Define your Ideal Customer Profile step by step — firmographics, decision-makers, pain points, buying triggers — then export a branded ICP card as PNG or PDF.

P

Strategy
Positioning Map Template
Build a visual competitive positioning map. Add your company and competitors, pick two strategic criteria, drag to position, and export as a branded image.

S

Strategy
SWOT Analysis Template
Build an interactive SWOT matrix for any company, product, or project. Add strengths, weaknesses, opportunities, and threats, then export as a branded PNG or PDF.

W

Research
Win/Loss Analysis Questions Bank
A curated bank of win/loss interview questions to uncover why deals are won or lost against specific competitors.