26Competitors

This chapter contains the following:

Use the sales competitors pages to store information about the sales competition. As a sales administrator, you create the competitor profiles. Salespeople then can associate competitors with opportunities, associate product groups with competitors, and view competitor details.

The key features of managing competitors include the following:

  • Competitor profile: Store several aspects of competitor companies, such as name, URL, threat level, and industries and geographies where the competitors are doing business.

  • Internal experts: Associate with competitors people from your company who are considered experts about the associated competitor.

  • Collateral: Attach relevant competitor documents. After you store them, salespeople can access the competitive collateral to position products or solutions against competitors.

  • Competitors in opportunities: Associate competitor information with opportunities, both at the opportunity level and at the product-line level. After salespeople associate a competitor with an opportunity, the competitor profile shows opportunities where the competitor is present.

  • Notes: Create free-form notes about the competitor.

  • Revenue at stake: The competitor profile displays revenue at stake, which is potential opportunity revenue where the competitor is present.

  • Analytics and reports: Access several analytics and reports around competitor data, such as win/loss trends. See the sales Creating and Administering Analytics guide for more information on reports and analytics.

Note: Depending on the setting of the profile option, Close Opportunity Competitor Required, salespeople may be required to enter a competitor when closing an opportunity.

As a sales administrator, you create and maintain information on sales competitors. After you set up the initial competitor record, sales teams can add competitors to opportunities and product revenue lines. Downstream analytics help teams see how well they competed.

Create a Competitor

Here's how you create a competitor:

  1. Navigate to Sales > Competitors.

  2. Click the Create icon.

  3. In the Create Competitor page, enter or select values. Use the information in this table to guide you:

    Field Description

    Organization Name

    Name of the competitor.

    Name Suffix

    Value appended to the name of the Organization Name for the competitor.

    Chief Executive Name

    Name of the competitor company's chief executive officer or highest-level employee.

    Line of Business

    Line of business of the competitor company's products.

    D-U-N-S Number

    Dun & Bradstreet Corporation unique nine-digit identification number for the competitor company.

    Organization Size

    Size of the competitor company.

    Year Established

    Year the competitor company was first started.

    Threat Level

    Perceived threat level of the competitor in closing deals, such as low, medium, and high.

    Year Incorporated

    Year the competitor company was first incorporated.

    Stock Symbol

    Stock symbol for the competitor company in the financial markets.

    Fiscal Year End Month

    Month that the competitor company closes its fiscal year.

    Dun & Bradstreet Corporation Credit Rating

    Credit rating of the competitor company with Dun & Bradstreet Corporation.

    Privately Owned

    Indicates the competitor company is privately owned.

    Minority Owned

    Indicates that the competitor company is minority owned.

    Small Business

    Indicates that the competitor company is a small business.

    Status

    Status of the competitor record, either active or inactive.

  4. Save your changes.

    Note: Upon saving, if you get an error that a matching company has been found in the application, then respond to the dialog box by either merging this record with the existing one or creating a new organization in the application.

Enter SWOT for a Competitor

You can assign strength, weakness, opportunity, and threat (SWOT) levels for competitors. Recording and reviewing SWOT levels helps you understand, plan, and craft an effective competitive strategy when facing a competitive threat on a deal.

Here's how you enter SWOT information for a competitor:

Tip: You can edit SWOT values after you save them.
  1. Navigate to Sales > Competitors.

  2. In the list, select the name of the competitor.

  3. In the Edit Competitor page, add a new row to the SWOT table by clicking the add icon or selecting Add Row from the Actions menu.

  4. In the new table row, select or enter the SWOT information:

    Field Description

    Type

    Indicates the type of SWOT value, such as a threat or weakness.

    Description

    Used to describe the type of SWOT.

    Comments

    Additional comments for the SWOT value.

  5. Save your changes.

View Competitor Opportunities

After salespeople associate a competitor with an opportunity while editing or closing it, the opportunities are automatically added to the competitor profile. The list of opportunities in a competitor's profile is a consolidated view of past and current opportunities where the competitor is present. The opportunity data provides you with useful insight to plan appropriate sales strategies.

Here's how you view competitor opportunities.

  1. Navigate to Sales > Competitors.

  2. In the list, select the name of the competitor.

  3. In the Edit Competitor page, click the Opportunities tab. The Opportunities table shows all opportunities where the competitor is present.

Add Attachments to a Competitor

Attachments let you provide additional details about the competitor.

Here's how to attach files, text, or URLs to a competitor record:

  1. Navigate to Sales > Competitors.

  2. In the list, select the name of the competitor.

  3. In the Edit Competitor page, click the Attachments tab.

  4. In the Attachments table, add a new table row by clicking the add icon or selecting Add Row from the Actions menu.

  5. In the new table row, select or enter the following values:

    Field Description

    Type

    Indicates the type of attachment, either a file, free-form text, or a URL.

    File Name or URL

    • If you selected File as the type, you can browse to the file on your computer.

    • If you selected Text as the type, use to enter free-form text.

    • If you selected URL as the type, use to enter the URL of the competitor's web site.

    Title

    Title of the attachment.

    Description

    Description of the attachment.

  6. Save your changes.

Associate Internal Experts with a Competitor

Internal experts are people in your company who are experts on a competitor. They can help you work with the competitor to close deals.

Use the following procedure to associate internal experts with a competitor.

  1. Navigate to Sales > Competitors.

  2. In the list, select the name of the competitor.

  3. In the Edit Competitor page, click the Internal Experts tab.

  4. In the Internal Experts table, add a new table row by clicking the add icon or selecting Add Row from the Actions menu.

  5. In the Search and Select: Internal Expert dialog window, search for and select the person.

  6. In the search dialog window, click Apply and then Done.

  7. Save your changes. The table displays the details of the internal expert, such as his e-mail address and phone number.

Associate Geographies or Industries with a Competitor

You can associate geographical locations, such as a country, with a competitor in order to record additional information about a competitor. The stored geographies are locations where the competitor is present. The available geographical locations are those that are defined in your application. You also can store the industries where the competitor competes with your company. The available industries are those that are defined in your application.

Use the following procedure to associate geographies or industries with a competitor.

  1. Navigate to Sales > Competitors.

  2. In the list, select the name of the competitor.

  3. In the Edit Competitor page, click the Geographies tab. Or, if entering industries, click the Industries tab.

  4. In the table, add a new table row by clicking the add icon or selecting Add Row from the Actions menu.

  5. Search for and select the geographical location or industry.

  6. In the search dialog window, click OK.

  7. Save your changes.

Add Notes to a Competitor Profile

You can add free-form notes to a competitor profile. Here's how:

  1. Navigate to Sales > Competitors.

  2. In the list, select the name of the competitor.

  3. In the Edit Competitor page, in the Notes area, click the create icon.

  4. Enter the free-form note and save your changes.

Salespeople can manage competitors within opportunities after you expose some UI elements using Application Composer.

Here are the UI elements you can expose in opportunities to support managing competitors. Note that all of these UI elements are hidden by default.

  • Competitors subtab: Enable the Competitors subtab within the Edit Opportunity page.

  • Primary Competitor or Competitors field: Enable the Primary Competitor or Competitors fields in the Edit Opportunity page. Note you likely want to enable either the Competitors subtab or the Primary Competitor field, but not both at the same time.

  • Product-line-level Competitors field: Add the Competitors column to the Products table within the Edit Opportunity page.

For more information about how salespeople manage competitors, see the related topics.

Add the Competitors Subtab to the Edit Opportunity Page

Here's how to add the Competitors subtab to the Edit Opportunity page:

  1. Ensure you're working in an active sandbox.

  2. Navigate to Application Composer.

  3. Under Standard Objects, navigate to Opportunity > Pages.

  4. In the Opportunity: Pages page, ensure that the Application Pages tab is active.

  5. In the Details Page Layouts region, duplicate the standard layout by highlighting the standard layout and clicking the Duplicate icon.

  6. Type a new layout name and click Save and Edit. The Details Layout page appears.

  7. In the Subtabs Region, click the Hide, Show, or Reorder Subtabs icon. The Configure Subtabs dialog box appears.

  8. Move Competitors from the Available Subtabs to the Selected Subtabs window.

  9. Click OK.

  10. Back in the Details Layout page, click Done.

  11. Be sure that the layout status for your user-defined layout is Active.

  12. Validate the change by navigating to the edit opportunity page as a sales user, such as a salesperson, and ensure that you can see the Competitors subtab in the Edit Opportunity page.

  13. Publish the sandbox following your company's practices.

Add Competitor Fields to the Edit Opportunity Page

Here's how to add either the Competitors or Primary Competitor fields to the Edit Opportunity page:

  1. Ensure you're working in an active sandbox.

  2. Navigate to Application Composer.

  3. Under Standard Objects, navigate to Opportunity > Pages.

  4. In the Opportunity: Pages page, ensure that the Application Pages tab is active.

  5. In the Details Page Layouts region, select the Standard Layout in the table and then click the Duplicate icon. The Duplicate Layout dialog box appears.

    Note that you may be using a different layout than the default one. If this is the case, then select the appropriate layout.

  6. Enter a name for the new layout and click Save and Edit. The application returns you to the edit page for the new layout.

  7. In the Summary region, click the edit icon.

  8. In the Details Layout: <Layout>: Edit Summary page, find the Competitors field or the Primary Competitor field in the Configure Detail Form region. Move the field from the Available Fields window to the Selected Fields window.

    Tip: You may see duplicate fields in the list. Hover over them to see the hover text. For Primary Competitor, select the one whose hover text reads PrCmptPartyId. This way you ensure that the Primary Competitor field is editable and allows salespeople to select different competitors for different product lines. If you don't want users to be able to set different competitors on product lines, then enable the other Competitor field (with the hover text Party Name1).
  9. Click Save and Close.

  10. Validate the change by navigating to the edit opportunity page as a sales end user, such as a salesperson, and ensuring that you can see the applicable field in the edit page.

  11. Publish the sandbox following your company's practices.

Add the Competitor Column to the Products Table

Here's how to add the Competitor column to the opportunity Products table.

  1. Ensure you're working in an active sandbox.

  2. Navigate to Application Composer.

  3. Under Standard Objects, navigate to Opportunity > Pages. The Opportunity: Pages page appears.

  4. In the Opportunity: Pages page, ensure that the Simplified Pages tab is active.

  5. In the Details Page Layouts region, select the Standard Layout in the table and then click the Duplicate icon. The Duplicate Layout dialog box appears.

    Note that you may be using a different layout than the default one. If this is the case, then select the appropriate layout.

  6. Enter a name for the new layout and click Save and Edit. The application returns you to the edit page for the new layout.

  7. In the Edit Revenue Table region, click the edit icon.

  8. In the Details Layout: <Layout>: Edit Revenue Table, find the Competitor field in the Configure Summary Table window. Move the field from the Available Fields window to the Selected Fields window.

    Tip: You may see duplicate fields in the list. Hover over them to see the hover text. For Primary Competitor, select the one whose hover text reads PrCmptPartyId. This way you ensure that the Primary Competitor field is editable and allows salespeople to select different competitors for different product lines. If you don't want users to be able to set different competitors on product lines, then enable the other Competitor field (with the hover text Party Name1).
  9. Click Save and Close.

  10. Validate the change by navigating to the edit opportunity page as a sales end user, such as a salesperson, and ensuring that you can see the Competitor field in the Products table.

  11. Publish the sandbox following your company's practices.