Competitors

Keep a list of the companies you sell against, put them on deals, record who took the ones you lost and read your win rate.

Competitors is a shared list of the companies you meet in deals, together with your record against each of them. Put competitors on deals as you learn about them, record who took the deals you lost, and “who beats us, and how often” gets an answer that comes from the deals themselves rather than from memory.

Who can use it#

Permissions

competitor.viewcompetitor.manageopportunity.edit

competitor.view shows Competitors in the sidebar and the win/loss table. competitor.manage adds the New competitor button and the Retire/Restore actions. Putting a competitor on a deal, removing it and recording a winner are changes to the deal, so they need opportunity.edit.

Add a competitor#

Select New competitor
On Competitors, select New competitor.
Describe them
Name is required (for example “Globex”). A Website and a note under How they compete (where you meet them, and what they win or lose on) help everyone else recognize them.
Select Add competitor
They appear in the table and in the picker on every open deal.

Competitor names must be unique, ignoring capitals: you can’t have both “Globex” and “globex”.

Track competitors on a deal#

Add a competitor to a deal#

Open the opportunity
Scroll to the Competitors section.
Choose from Add a competitor…
The list shows active competitors that aren’t already on this deal.
Select Add
The competitor is listed on the deal with its website. A deal can have as many competitors as were really in it.

To take a competitor off a deal, select the × at the end of its row.

Record who won a deal you lost#

Mark the deal lost first
They won it only appears once the deal is lost.
Select They won it on the competitor who took it
The competitor gets a Won this deal badge, and their “Lost to them” count goes up.

A deal has at most one winner. Choosing They won it on a different competitor moves the badge to them.

Reading the win/loss record#

Deals met on: Every deal the competitor is on, including open ones. That’s why it’s usually more than Won plus Lost to them.
Won: Deals the competitor was on that you won.
Lost to them: Lost deals where this competitor is recorded as the winner. A lost deal with no winner recorded isn’t counted against anyone.
Win rate: Won ÷ (Won + Lost to them), as a whole percentage. A dash (—) means no deal against them has been decided yet, which isn’t the same as 0%.

For example, in the Everyrealm demo, Meridian PropTech Fund shows 1 deal met on, 0 won, 1 lost to them and a 0% win rate, while Northgate Digital Partners is on two open deals and shows a dash.

Retire or restore a competitor#

Competitors can’t be deleted. Select Retire on a competitor you no longer meet: they get a Retired badge, stay on every deal they were already on (so past numbers don’t change) and are no longer offered when adding competitors to deals. Select Restore to make them available again.

Note

The web app doesn’t have a way to edit a competitor’s name, website or description after you add it.

Tips#

Record the winner on every lost deal where you know it. Without it, the “Lost to them” column undercounts and win rates look better than they are.
Use How they compete for the practical stuff: what they’re cheaper at, which objections they raise, who inside the customer tends to prefer them.

FAQ#

Can I mark a winner on a deal that is still open?

No. That would record an outcome that has not happened. Mark the deal lost first.

Why is a competitor missing from the Add a competitor… list?

It is either already on this deal or has been retired. Restore it on the Competitors page if you need it again.

Why does the Competitors section say no competitors are tracked yet?

Nobody has added any on the Competitors page. Someone with competitor.manage needs to add them first.

Still stuck? Search the docs with ⌘K, open Help inside UnitX, or contact support.