Glossaire de l'intelligence concurrentielle

Battle Cards

Short, sales-ready briefs that summarize a competitor and arm reps with positioning, objection handling, and proof points.

Blue Ocean Strategy

A strategy of creating uncontested market space rather than competing in crowded, zero-sum categories.

Buyer Persona

A fictional but evidence-based profile of a target buyer, used to align product, marketing, and sales.

Competitive Analysis

A structured evaluation of competing products, companies, or strategies used to understand the market and sharpen your own positioning.

Competitive Intelligence

The ongoing practice of gathering, analyzing, and distributing information about competitors and the market.

Competitive Moat

A durable structural advantage that makes it hard for competitors to erode your market position.

Customer Churn

The rate at which customers stop using or paying for a product over a given time window.

Customer Segmentation

Dividing the customer base into groups that share meaningful behaviors, needs, or economics.

Feature Comparison Matrix

A structured grid that lines up you and your competitors against a list of features to highlight parity, gaps, and differentiators.

Freemium Model

A pricing model that offers a free tier with limits, designed to convert users to paid plans as they get value.

Gap Analysis

A method for finding the difference between what users want and what existing products deliver, so you can prioritize what to build or message next.

Go-to-Market Strategy

The plan for how a company will reach, sell to, and retain its target customers.

Jobs to be Done

A theory that customers "hire" products to make progress on a specific job, not because of demographics or features.

Market Positioning

The place a product occupies in the mind of its target customer relative to alternatives.

Market Share

The percentage of total category revenue or customers captured by a given company.

Net Promoter Score (NPS)

A metric that measures customer loyalty based on the likelihood of recommending a product on a 0–10 scale.

Porter's Five Forces

Michael Porter's framework for analyzing industry structure through five competitive forces.

Pricing Strategy

The deliberate set of choices about how a product is priced, packaged, and positioned on value relative to alternatives.

Product Differentiation

The way a product is meaningfully different from alternatives on dimensions the target customer cares about.

Product-Market Fit

The point at which a product clearly serves a real market need, demonstrated by strong demand, retention, and organic growth.

Red Ocean Strategy

Competing in an existing, crowded market by outperforming rivals on shared dimensions of value.

Review Sentiment Analysis

The practice of extracting structured insight — positive, negative, thematic — from unstructured customer reviews.

Sales Enablement

The function that equips sales teams with the content, training, tools, and processes needed to close more deals.

SWOT Analysis

A framework that maps Strengths, Weaknesses, Opportunities, and Threats to summarize a strategic situation.

TAM, SAM, SOM

Three nested sizing measures: Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market.

Usage-Based Pricing

A pricing model where customers pay in proportion to how much of the product they actually use.

Value Proposition

A clear statement of the specific value a product delivers to a specific customer, and why that value is better than the alternatives.

Voice of Customer

The disciplined capture and synthesis of customer feedback across every channel, used to drive product and GTM decisions.

Win-Loss Analysis

A structured review of why deals were won or lost, typically combining rep notes, buyer interviews, and CRM data.