Competitive Intelligence Templates
Start from a blank that already knows what good looks like. Copy any template straight off the page with no signup, or export it to Excel, Google Sheets, Notion or PDF.
Sales enablement · 8 min read · Updated 4 Aug 2026
Sales Battlecard Template (Free Competitive Battlecard)
A blank competitive battlecard you can fill in today, plus the guidance for what belongs in each field. Built to be maintained rather than admired: every field is one line, and a freshness block names who owns it.
Competitive analysis · 10 min read · Updated 4 Aug 2026
Competitive Analysis Template (Free Competitor Analysis)
A blank competitor analysis you can fill in today, plus the guidance for what belongs in each field. It ends where most templates stop: a decisions block that turns the research into things someone owns, with a date.
Competitor research · 11 min read · Updated 4 Aug 2026
Competitor Profile Template (Free Competitor Profiling)
A blank profile of one competitor you can fill in today, plus the guidance for what belongs in each field. Structured so the same layout works for every competitor you track, and so a refresh takes minutes rather than a morning.
Reporting · 12 min read · Updated 4 Aug 2026
Competitive Intelligence Report Template (Free CI Report)
A blank competitive intelligence report you can fill in today, plus the guidance for what belongs in each field. Built around what changed since the last report rather than what is true in general, which is the difference between a report people read and one they archive unopened.
Win/loss analysis · 12 min read · Updated 4 Aug 2026
Win/Loss Report Template (Free Win-Loss Analysis Report)
A blank win/loss report you can fill in today, plus the guidance for what belongs in each field. Structured around what buyers actually said rather than what the CRM close-reason field recorded, because those two are rarely the same answer.
Market analysis · 13 min read · Updated 4 Aug 2026
Competitive Landscape Template (Free Competitive Landscape Analysis)
A blank competitive landscape you can fill in today, plus the guidance for what belongs in each field. It covers the whole field rather than the three vendors you meet in deals, because the players that reshape a market are usually the ones nobody put on the map.
Executive reporting · 10 min read · Updated 4 Aug 2026
Competitive Intelligence Executive Brief Template (Free One-Page Brief)
A blank one-page executive brief you can fill in today, plus the guidance for what belongs in each field. Deliberately short: it exists to get a decision made, not to demonstrate how much work went into the research behind it.
Sales enablement · 12 min read · Updated 4 Aug 2026
Objection Handling Template (Free Sales Objection Handling Matrix)
A blank objection handling matrix you can fill in today, plus the guidance for what belongs in each field. Built around the concern beneath the sentence, because reps who answer the words a buyer said rather than the worry behind them lose deals they had already won.
Product strategy · 13 min read · Updated 4 Aug 2026
Feature Gap Analysis Template (Free Competitive Gap Analysis)
A blank feature gap analysis you can fill in today, plus the guidance for what belongs in each field. It exists to decide which gaps to close and which to accept on purpose, because a team that builds every gap a competitor opens has handed them the roadmap.
Competitive monitoring · 13 min read · Updated 4 Aug 2026
Competitor Tracking Spreadsheet Template (Free Competitor Tracker)
A blank competitor tracking spreadsheet you can fill in today, plus the guidance for what belongs in each field. Unlike a competitive analysis grid, which is a snapshot, this one is built around a dated change log, because the useful question is not what competitors look like but what they just did.
Benchmarking · 14 min read · Updated 4 Aug 2026
Competitive Benchmarking Template (Free Benchmark Analysis)
A blank competitive benchmarking framework you can fill in today, plus the guidance for what belongs in each field. It measures performance against named peers on defined metrics, then asks what practice produces the difference, because a benchmark that tells you the number but not the reason cannot be acted on.
Pricing · 14 min read · Updated 4 Aug 2026
Pricing Teardown Template (Free Competitor Pricing Teardown)
A blank pricing teardown you can fill in today, plus the guidance for what belongs in each field. It takes apart a competitor's pricing model rather than collecting their list prices, because the value metric they charge on shapes every deal you meet them in, and it can change while the headline number stays identical.
Positioning · 14 min read · Updated 4 Aug 2026
Messaging Framework Template (Free Competitive Messaging)
A blank messaging framework you can fill in today, plus the guidance for what belongs in each field. It is built around the competitive alternative, because a message is only meaningful relative to what the buyer would otherwise do, and most messaging frameworks never name that at all.
Sales enablement · 13 min read · Updated 4 Aug 2026
Competitor One-Pager Template (Free One-Page Competitor Brief)
A blank competitor one-pager you can fill in today, plus the guidance for what belongs in each field. It is defined by its constraint rather than its contents: everything has to fit on one page read in three minutes, which means the hard work is deciding what to leave out.
Competitor research · 14 min read · Updated 4 Aug 2026
Competitor Teardown Template (Free Product Teardown)
A blank competitor teardown you can fill in today, plus the guidance for what belongs in each field. A teardown is primary research: you use the product and record what you observed with dates and screenshots, which is what separates it from a profile assembled out of their marketing.
Sales enablement · 13 min read · Updated 4 Aug 2026
Sales Call Prep Sheet Template (Free Call Planning)
A blank sales call prep sheet you can fill in before your next meeting, plus the guidance for what belongs in each field. This is a one-meeting document: it covers this account, this room and this call, which is what separates it from a battlecard you reuse across every deal against the same competitor.
Positioning · 14 min read · Updated 4 Aug 2026
Competitive Differentiation Matrix Template (Free Download)
A blank competitive differentiation matrix you can fill in today, plus the guidance for what belongs in each field. This matrix scores weighted buyer decision criteria rather than features, which is what makes it a positioning decision rather than a longer comparison grid.
Win/loss analysis · 14 min read · Updated 4 Aug 2026
Win-Back Analysis Template (Free Customer Win-Back)
A blank win-back analysis you can fill in today, plus the guidance for what belongs in each field. This covers customers who left after buying, usually for a named competitor, which is a different exercise from win/loss analysis of deals you never closed.
Competitive strategy · 14 min read · Updated 4 Aug 2026
Competitor Switching Cost Analysis Template (Free)
A blank switching cost analysis you can fill in today, plus the guidance for what belongs in each field. It runs in both directions at once, because the friction stopping a competitor's customer reaching you is usually the same friction keeping yours in place, and most teams only measure one of them.
Executive reporting · 13 min read · Updated 4 Aug 2026
QBR Competitive Update Template (Free QBR Slide)
A blank QBR competitive update you can fill in today, plus the guidance for what belongs in each field. This is the competitive section of a quarterly business review, not the whole QBR: it reports the delta since last quarter, ties it to revenue, and ends in decisions taken in the room.
Competitive analysis · 14 min read · Updated 4 Aug 2026
Competitive Product Comparison Template (Free Chart)
A blank competitive product comparison you can fill in today, plus the guidance for what belongs in each field. It is built to a publishable standard: every claim carries a source and a date, the competitor's strongest case is stated fairly, and one row says plainly when a buyer should choose them instead.
Competitive intelligence program · 13 min read · Updated 4 Aug 2026
Competitive Intelligence Request Brief Template (Free)
A blank competitive intelligence request brief you can fill in today, plus the guidance for what belongs in each field. It is the intake form a stakeholder completes before any research starts, and its job is to stop open-ended requests from consuming weeks and producing something nobody uses.
Competitive intelligence program · 14 min read · Updated 4 Aug 2026
Competitive Intelligence Program Charter Template (Free)
A blank competitive intelligence program charter you can fill in today, plus the guidance for what belongs in each field. It is the founding document for a CI function: what it is for, what it will not do, who it serves, what it delivers and on what cadence, and the ethical boundaries it operates inside.
Competitive strategy · 14 min read · Updated 4 Aug 2026
Business Wargaming Template (Free Business Wargame Plan)
A blank business wargaming plan you can fill in today, plus the guidance for what belongs in each field. A war game is a structured role-play where colleagues play your competitors against a real plan, and it exists to find out how rivals would respond before you commit rather than afterwards.
Market analysis · 14 min read · Updated 4 Aug 2026
Market Share Analysis Template (Free Calculation)
A blank market share analysis you can fill in today, plus the guidance for what belongs in each field. Most market share numbers are unusable because nobody defined the market, so this template starts with the denominator and records confidence on every figure rather than presenting estimates as facts.
Market analysis · 13 min read · Updated 4 Aug 2026
TAM SAM SOM Analysis Template (Free Market Sizing)
A blank TAM SAM SOM analysis you can fill in today, plus the guidance for what belongs in each field. It is built bottom-up rather than from a published category total, because the number matters far less than whether anyone can reconstruct how you got to it.