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Matrix Guide

Learn how to use competitive matrices to visualize and compare competitor capabilities.

Overview​

Competitive matrices provide a visual comparison of how competitors stack up across different categories. They help identify strengths, weaknesses, and opportunities for differentiation. Matrices are built from collected intelligence and show capability assessments with evidence-backed claims.

The matrix view supports two visualization modes:

  • Solution View (default): High-level strategic comparison across solution themes that span multiple products
  • Category View: Detailed technical comparison across product-specific categories

Note: Matrix view requires PRO plan or higher.

Understanding Matrices​

Matrix Structure​

A matrix displays:

  • Rows: Categories (Pricing, Features, Integrations, Security, etc.)
  • Columns: Competitors (and optionally your product)
  • Cells: Capability assessments for each competitor-category combination

Capability Status Indicators​

Each cell shows a capability status:

  • SUPERIOR 🟢: Your product is superior in this category
  • MATCH 🟡: Your product matches the competitor
  • INFERIOR 🔴: Your product is inferior (competitor is stronger)
  • UNKNOWN ⚪: Insufficient data to make assessment

Cell Content​

Click any cell to see:

  • Summary: Bullet points describing capabilities
  • Evidence: Supporting sources and links
  • Details: Additional context and information

Creating a Matrix​

Step 1: Select Product​

  1. Navigate to Matrix from the main menu
  2. Select a product from the dropdown
  3. This determines which categories are used (based on product categories)

Step 2: Select Competitors​

  1. After selecting a product, available competitors are shown
  2. Check boxes next to competitors you want to compare
  3. Select multiple competitors for market view
  4. Select one competitor for head-to-head comparison

Step 3: View Matrix​

  1. Once competitors are selected, the matrix loads automatically
  2. Categories are determined by:
    • Product categories (if product has categories)
    • Competitor categories (fallback)
    • Default categories (final fallback)

Matrix View Modes​

Market View​

Compare multiple competitors at once:

  1. Select multiple competitors (2+)
  2. Matrix shows all selected competitors as columns
  3. Use to understand overall competitive landscape
  4. Identify where you stand vs. the market

Use cases:

  • Market positioning analysis
  • Identifying market gaps
  • Understanding competitive landscape
  • Strategic planning

Head-to-Head View​

Compare directly against one competitor:

  1. Select exactly one competitor
  2. Toggle to "Head-to-Head" mode
  3. Matrix includes your product as a column
  4. Direct side-by-side comparison

Use cases:

  • Deal preparation
  • Competitive differentiation
  • Sales enablement
  • Battlecard generation

Matrix Categories​

Categories are used to organize comparisons:

Default Categories​

  • Pricing: Cost, pricing models, value
  • Features: Core functionality and capabilities
  • Integrations: Third-party connections and APIs
  • Security: Security features and compliance
  • Support: Customer support and service
  • Scalability: Performance and growth capabilities
  • Ease of Use: User experience and simplicity
  • Custom Categories: Product-specific categories

Category Priority​

Categories are determined in this order:

  1. Product categories (if product has defined categories)
  2. Competitor categories (from first competitor)
  3. Matrix cell categories (from existing data)
  4. Default categories (fallback)

Weighted Scoring​

You can assign weights to categories for custom scoring:

  1. Enable "Weighted Scoring" toggle
  2. Adjust weights for each category using sliders
  3. Weights determine importance in overall comparison
  4. Total weights should sum to 100%

Use cases:

  • Custom scoring models
  • Deal-specific priorities
  • Strategic focus areas
  • Weighted competitive analysis

Using Weights​

  • Higher weight: Category is more important
  • Lower weight: Category is less important
  • Zero weight: Category excluded from scoring
  • Reset: Return to equal weights

Weights are saved per product and persist across sessions.

Market Landscape View​

In addition to the matrix view, you can see a Market Landscape visualization:

  1. Switch to "Market Landscape" tab
  2. See a petal diagram showing:
    • Your product in the center
    • Adjacent markets and competitors
    • Market positioning
    • Competitive relationships

Use cases:

  • Market mapping
  • Adjacent market identification
  • Strategic positioning
  • Market opportunity analysis

Using Matrix Data​

Identifying Strengths​

Look for categories where you're SUPERIOR:

  • These are your differentiators
  • Use in sales conversations
  • Emphasize in battlecards
  • Build messaging around these

Identifying Weaknesses​

Look for categories where you're INFERIOR:

  • Understand competitor advantages
  • Develop counter-strategies
  • Plan product improvements
  • Prepare objection handling

Finding Opportunities​

Look for categories marked UNKNOWN:

  • May indicate market gaps
  • Opportunities for differentiation
  • Areas needing more intelligence
  • Potential competitive advantages

Evidence and Sources​

Each matrix cell includes evidence:

  1. Click on any cell

  2. View evidence drawer showing:

    • Source Type: Web page, document, review
    • URL: Link to source
    • Title: Source title
    • Content: Relevant excerpt
    • Credibility Score: Reliability indicator

  3. Use evidence to:

    • Support competitive claims
    • Provide proof in sales conversations
    • Build credibility
    • Answer detailed questions

Exporting Matrices​

Export matrices for presentations and documentation:

  1. Click "Export" button
  2. Choose format:
    • PowerPoint: For presentations (.pptx)
    • PDF: For documentation (.pdf)
    • Excel: For analysis (.xlsx)
  3. Export includes:
    • Matrix visualization
    • Capability assessments
    • Evidence sources
    • Your product branding

Best Practices​

Category Selection​

  • Use categories that matter to your buyers
  • Align with your product's value proposition
  • Keep categories consistent across products
  • Update categories as market evolves

Competitor Selection​

  • Compare against direct competitors
  • Include market leaders for context
  • Focus on competitors you actually face
  • Don't overload with too many competitors

Regular Updates​

  • Refresh matrices quarterly
  • Update when competitors launch new features
  • Refresh after collecting new intelligence
  • Keep data current for accurate comparisons

Using in Sales​

  • Review matrices before competitive deals
  • Use head-to-head view for specific competitors
  • Reference evidence in sales conversations
  • Share matrices with sales team

Troubleshooting​

Matrix Not Loading​

  • Ensure you have PRO plan or higher
  • Verify product is selected
  • Check that competitors are selected
  • Ensure competitors have completed processing

Missing Categories​

  • Categories come from product or competitor data
  • Add categories to your product for better control
  • Default categories are used if none defined
  • Categories can be customized per product

Incomplete Data​

  • Some cells may show UNKNOWN if data is insufficient
  • Refresh competitors to collect more intelligence
  • Add internal notes with your knowledge
  • Matrix improves as more data is collected

Weighted Scoring Issues​

  • Ensure weights sum to 100%
  • Reset weights if calculations seem off
  • Weights are saved per product
  • Clear browser cache if weights don't persist

Plan Requirements​

Matrix view is available on:

  • PRO: Full matrix access
  • ENTERPRISE: Full matrix access + advanced features

Lower plans see upgrade prompts when accessing matrices.

  • Products: Matrices use product categories
  • Competitors: Competitors appear as matrix columns
  • Battlecards: Use matrix insights in battlecards
  • Intel: Matrix cells link to evidence sources

Next Steps​