A Little Friendly Competitive Analysis Never Hurt Anyone

by McKenzie Klatt

I have been apart of the workforce since I was fifteen years old. I was a pizza cook, a waitress, and a sales associate – typical jobs for a teenager. Although, I enjoyed all of the part-time retail or food industry jobs I held, there is something about interning that makes things more educationally rewarding and fulfilling; especially at Sundog.


This past week I have started work on a Sitecore competitive analysis. This task was completely new to me and it’s been a learning experience. I really enjoy work that allows me to put my mind and thought into it – and this tasks allows me to do just that.


A competitive analysis identifies your competitors and evaluates their strategies to determine their strengths and weaknesses relative to those of your own product or service. In Sundog’s case, four companies have been identified as Sitecore competitors. Armed with valuable information, it’s easier to find ways to differentiate your company from the competition to potential clients. Below is a sketched out step-by-step diagram for a typical competitive analysis that one could follow when creating a spreadsheet. 


If you look at the specific aspects in the above sketch, some of the ones that play an important part in my competitive analysis would be information on the competitors about their main features, value proposition, business model, key brand differentiators, content types, as well as other items such as company demographics and geography.


I dig for this information using DiscoverOrg, LinkedIn and the competitor’s websites. I am about halfway through my analysis on our Sitecore competitors. It’s interesting to see the differentiators and similarities of each company’s offering and how they market to their customer base. After I collect all the data for the analysis, I hand it over to the sales team.


What does the sales team do with it? When presenting information to clients, Sundog needs to be seen as the more valuable and preferable option among competitors. Knowing what makes Sundog different and superior to the competitors in key areas could help secure a contract with a prospect or partner.


Knowing what to say and how to say it is helpful to any salesperson. More importantly, it’s valuable for Sundog. I am excited to continue work on this project and see the finished product and the positive outcome it will have on the sales team and Sundog as a company.


McKenzie Klatt

Marketing Research and Intelligence Intern