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As part of analyzing the competitive landscape and turning that intelligence into impactful resources for sales, marketing, or product teams, product marketers consume a lot of data. From gathering intel on competitors’ product pages to diving into their help sites to examining job postings and case studies, every bit of competitive intelligence data is critical to a product marketer’s analysis. But how do you actually analyze the data to ultimately come out with takeaways and action items to help your team win against the competition? Here are three competitive analysis frameworks that every product marketer should know.

Performing a win/loss analysis is one of the single most valuable things a product marketer can do for their company. It helps sales understand why they are winning (or losing) deals, pushes marketing to refine their messaging and tactics, and informs the strategy of the product team by having them evaluate their roadmap.

In order to win a market, you need to know where your company stands in the competitive landscape and where you have opportunities to grow. One analysis that can help your business grow is a SWOT analysis. A SWOT analysis allows you to dig into your strengths and weaknesses, and explore the opportunities and threats in your market. A SWOT analysis is not only great for business strategy, but it’s a robust competitive intelligence tool.

Why are we winning or losing? How often do we win against competitors, or in the enterprise, or in the healthcare vertical? The answers to these questions are crucial to understand how to build a successful business and improve across sales, marketing, product, and services. How do you gather and analyze this data? Let’s dive into what a win / loss analysis is, how to calculate your win / loss ratios, and best practices for cutting the data to discover insights for improving those win rates.