To stay competitive in 2025, you must understand the importance of benchmarking. The market evolves quickly. For example :
E-commerce now represents 28 % of the total spending of the French , with a planned growth of +7.4 % in 2025.
Consumers favor authentic interactions with brands, strengthening their confidence.
Customer expectations are also evolving. A bad customer experience reduces consumption in 53 % of cases. However, improving this experience increases the chances of a new purchase by 68 %. Benchmarking then becomes a strategic method to analyze these trends and adjust your practices.
Key points
Benchmarking helps to find good ideas and progress. This allows you to stay strong in the face of competition.
Define simple and precise goals before starting. Follow the Smart method so that they are useful.
Take your data often and change your plans if necessary. It helps to always improve.
Use modern tools such as table or Google Analytics. They help collect and understand your data.
Work together with your teams. This helps to innovate and accept new products.
Competitive benchmark-SaaS start-up in CRM
Context: a young French start-up from the CRM wanted to position itself in front of giants like HubSpot and Pipedrive.
Action: It has carried out detailed competitive benchmarking, by analyzing the features, pricing, user experience and the acquisition channels of its competitors.
Result: she identified a flaw: no major player offered a predictive AI module accessible to SMEs. She integrated this feature into her offer and put it forward in her campaigns.
Impact: 35 % increase in demos produced in 3 months, thanks to a clearly differentiated value proposal.
What is benchmarking?
Definition and objectives
Benchmarking is a method of strategic analysis which consists in comparing the performance of your business with those of market leaders or direct competitors. Its main objective is to identify best practices to improve your processes, products or services. By observing what works elsewhere, you can adapt these strategies to your own organization.
This approach also allows you to set realistic and measurable objectives. For example, if a competitor reduces its delivery times to 24 hours, you can analyze its methods to achieve a similar goal. Benchmarking is not limited to copying, but to learn and innovate from the data collected.
Strategic importance for modern companies
In a constantly evolving economic environment, benchmarking plays a key role in remaining competitive. It helps you understand where your strengths and weaknesses are in relation to your competitors. This allows you to make informed decisions based on objective data.
Here is why this method is essential:
It identifies the best practices on the market to improve your competitiveness.
It detects your weaknesses and improvement opportunities.
It stimulates innovation by adapting what works elsewhere.
It optimizes your resources by focusing on what brings the most value.
By integrating benchmarking into your strategy, you can anticipate trends and effectively respond to consumer expectations.
Differences with other strategic analyzes
Unlike other analysis tools, such as SWOT analysis or market research, benchmarking focuses on direct comparison with external references. SWOT analysis identifies your strengths, weaknesses, opportunities and threats, but it remains internal to your business. Market study, on the other hand, examines the needs of consumers and global trends.
Benchmarking, on the other hand, pushes you to get out of your comfort zone. He forces you to look at what others do and to assess how you can improve. This proactive approach gives you a competitive advantage by inspiring market leaders.
Sectoral benchmark - HR services company
Context: A wage portage company wanted to understand best practices in its sector to optimize its commercial conversion rate.
Action: She compared the conversion tunnel of 10 players in the sector, by studying their inbound approach, their test offers, and their arguments.
Result: she completely revised her home page and added an interactive salary simulator.
Impact: +48 % of leads generated via the site, and +22 % of contracts signed within 6 months.
Benchmarking types
Internal
Internal benchmarking is to compare performance between different teams, departments or subsidiaries within your own business. This method allows you to identify best internal practices and apply them to other parts of your organization.
For example, if a sales team regularly exceeds its objectives, you can analyze its strategies and share them with other teams. This promotes continuous improvement and strengthens internal collaboration.
Tip: Organize regular meetings to share the successes and lessons learned between your teams. This creates a culture of learning and innovation.
Competitive
Competitive benchmarking focuses on analyzing the performance of your direct competitors. You examine their products, services, marketing strategies or operational processes to understand what makes them competitive.
This approach helps you identify your weak points compared to your rivals and find opportunities to stand out. For example, if a competitor attracts more customers thanks to an effective loyalty strategy, you can study its methods and adapt them to your business.
Note: always respect ethics and legality when collecting information on your competitors.
Functional
Functional benchmarking goes beyond your sector of activity. It consists in analyzing leading business practices in other industries. This method allows you to discover innovative ideas and apply them to your own processes.
For example, a logistics company can draw inspiration from stock management techniques used in the large distribution sector. This widens your perspectives and stimulates your creativity.
Advice: be curious and open to exploring different industries. Innovation often comes from unexpected ideas.
Generic
Generic benchmarking is to compare your processes or performance with those of companies, regardless of their sector of activity. This method focuses on universal practices that can apply to any organization. You identify effective approaches and adapt them to your own business to improve your results.
Why use generic benchmarking?
Certain practices, such as quality management or operational efficiency, transcend industries. For example, a fast food company can draw inspiration from the techniques for managing the queues used in airports. These ideas, although away from your sector, can transform your operations.
Tip: Do not limit your research to your field. Explore various industries to find innovative solutions.
How to apply this method?
Identify a key process to improve. For example, customer feedback management.
Look for leaders in this area. They can belong to different sectors.
Analyze their practices. Study their methods and tools.
Adapt these ideas. Adjust them so that they meet your needs.
Concrete example
Imagine that you run an online business business. You could study the delivery systems of an international logistics company. By adopting their techniques, you could reduce your delivery times and improve customer satisfaction.
Note: generic benchmarking requires creativity and open -mindedness. Be ready to go off the beaten track to discover unexpected solutions.
By applying this method, you can transform your processes and remain competitive, even in a constantly evolving market.
The key steps to make a benchmarking in 2025
Preparation and definition of objectives
The first step for a successful benchmarking is to prepare yourself well. You must start by defining clear and measurable objectives. These objectives must answer an essential question: what do you want to improve in your business? This may include aspects such as customer satisfaction, operational efficiency or product quality.
Take the time to analyze your internal needs. Identify the areas where you encounter difficulties or where you want to excel. For example, if your delivery times are longer than that of your competitors, this could become a priority objective.
Tip: Use the Smart method to define your goals. Make sure they are specific, measurable, reachable, realistic and temporal.
A solid preparation will allow you to stay focused throughout the process. You will also avoid wasting resources on unnecessary analyzes.
Target identification
Once your goals are defined, you must identify the targets to be analyzed. These targets may include your direct competitors, leading companies in other sectors or even internal departments. The choice will depend on your goals.
For competitive benchmarking, focus on companies that share your market. Analyze their strengths and weaknesses. If you opt for functional or generic benchmarking, widen your search to other industries. For example, a service company could draw inspiration from a technological business practices to improve its customer service.
Advice: Make a list of companies or departments to study. Prioritize those who have a reputation for excellence in the field you want to improve.
Remember that ethics is essential. Use only information accessible to the public or obtained legally.
Data collection and analysis
Data collection is a crucial step. You must gather relevant and reliable information to draw useful conclusions. A multi-channel approach is often the most effective. Combine sources such as financial reports, market studies, online surveys and customer feedback.
Here are some methodologies to optimize this step:
Collect post-event data for a more precise analysis.
Use online surveys to quickly get quantitative data.
Analyze your KPIS (key performance indicators) to objectively measure your results.
Once the data has been collected, go to the analysis. Compare your performance with those of identified targets. Look for significant differences and improvement opportunities. For example, if a competitor has a higher loyalty rate, examine his strategies to understand what works.
Note: benchmarking is not to copy, but to draw inspiration to create solutions adapted to your context.
Data analysis will allow you to transform raw information into concrete actions. This will help you achieve your goals and remain competitive.
Integration of results
Once the data has been analyzed, you must integrate the results into your strategy. This step is crucial to transform the information collected into concrete actions. Here's how to proceed:
Prioritize the areas to be improved : identify the aspects that will have the most impact on your performance. For example, if your delivery times are a major problem, focus your efforts on this point.
Adapt best practices : don't just copy the strategies of others. Adjust them so that they correspond to your context and your specific objectives.
Communicate the results : Share your conclusions with your teams. Organize meetings to explain the changes to come and obtain their membership.
Tip: Use visual tools such as tables or graphics to present the results. This facilitates understanding and motivates your teams to act.
The integration of the results must be structured and progressive. Avoid changing everything at the same time. Test the new practices on a small sample before applying them on a large scale. This reduces the risks and allows you to adjust your approach if necessary.
Functional benchmark - European industrial group
Context: an industrial group in the food industry wanted to modernize its logistics management.
Action: Rather than benchmarker only his direct competitors, he studied the logistical practices of Amazon, Decathlon and Ikea.
Result: it has implemented an IA -based flow optimization system and predictive management, inspired by Amazon.
Impact: reduction in logistics costs by 18 % over the year and improving 25 % delivery times.
Implementation and monitoring
The implementation of changes is the step where you transform your plans into actions. To succeed, follow these steps:
Create a detailed action plan : Define the tasks, managers and deadlines. For example, if you want to improve your customer service , attribute specific roles to each member of the team.
Form your teams : make sure your employees include new practices and have the skills necessary to apply them.
Use modern tools : project management software and collaborative platforms can simplify implementation. They make it possible to follow progress in real time.
Tip: Attach key performance indicators (KPIS) to measure the effectiveness of changes. For example, monitor the customer satisfaction rate or the reduction in delivery times.
Monitoring is just as important as implementation. Regularly analyze the results obtained and compare them to the set objectives. If the results are not satisfactory, adjust your strategy. Benchmarking is a continuous process. You must remain flexible and ready to evolve according to the new data.
Note: involve your teams in follow -up. Their feedback can help you identify obstacles and find solutions.
By applying these steps, you maximize the chances of success of your benchmarking and ensure a constant improvement in your performance.
Modern tools for benchmarking
Data analysis software
Data analysis software play an essential role in improving your performance. These tools allow you to collect, organize and interpret complex data in a few clicks. You can thus identify trends, measure your progress and make informed decisions.
For example, tools like Table or Power Bi Transform your data into interactive graphics. These visualizations facilitate understanding of the results and help your teams to act quickly. You can also use solutions like Excel for simpler but just as effective analyzes.
Tip: Choose software adapted to your needs and your budget . An overly complex tool could slow down your progress.
Competitive watch platforms
Competitive watch platforms help you monitor your competitors and remain informed of market trends. These tools provide real -time statistics and encrypted comparisons for in -depth analysis.
Here are some examples:
Paarly : Monitor the prices and promotions of your competitors to adjust your pricing strategies.
Bitrix24 with Copilot : Analyze market trends while managing your internal projects.
Google Trends : Discover popular consumer research to anticipate their needs.
These platforms allow you to quickly react to market changes and remain competitive.
Advice: Combine several tools to obtain a complete vision of your competitive environment.
Collaborative tools
Collaborative tools facilitate information sharing and coordination between your teams. They are essential to integrate the results of your benchmarking in your internal processes.
Platforms like Slack or Microsoft Teams allow your employees to communicate effectively. You can also use Trello or Asana to follow the tasks related to your improvement projects. These tools encourage transparency and strengthen collaboration.
Note: involve all your teams in the process. Good communication guarantees a successful implementation of changes.
Using these modern tools, you optimize your efforts and maximize the benefits of your benchmarking.
Digital benchmark - Consulting firm in digital transformation
Context: A cabinet wanted to reposition its digital brand image in the face of more visible competitors.
Action: Digital benchmark of the online presence of 12 competitors (SEO, social networks , newsletters, UX of sites).
Result: Refoundation of their site, implementation of a thematic blog with high added value and a targeted LinkedIn strategy.
Impact: tripling organic traffic in 6 months, +40 % contact requests via the site.
Examples of popular tools
To succeed in your benchmarking, you must choose tools adapted to your needs. Here are some popular examples that can help you collect, analyze and integrate your data effectively.
1. Painting
Table is a powerful tool to view your data. It transforms complex information into interactive graphics easy to understand. You can compare your performance with those of your competitors in a few clicks.
Tip: Use Table to quickly identify trends and differences in your data. This allows you to make informed decisions.
2. Google Analytics
Google Analytics is ideal for analyzing the behavior of visitors on your website. It shows you the most popular pages, traffic sources and conversion rates. This information helps you to understand what is working and what should be improved.
Note: Configure objectives in Google Analytics to follow the performance of your marketing campaigns
3. Semrush
Semrush is a competitive watch platform specializing in SEO and digital marketing. It allows you to monitor the keywords used by your competitors, analyze their advertising strategies and assess their online presence.
Key Features | Benefits |
|---|---|
Keyword analysis | Improves your online visibility |
Backlinks monitoring | Strengthens your SEO strategy |
Site audit | Optimized your website |
4. Slack
Slack facilitates collaboration between your teams during the benchmarking process. You can share data, discuss results and coordinate actions in real time.
Advice: Create dedicated channels for each benchmarking project to centralize the information.
5. Power Bi
Power Bi is an alternative to table for companies looking for an economical solution. It offers similar features to analyze and view your data.
Emoji: 📊 Use Power Bi to follow your key performance indicators (KPIS) and improve your processes.
Using these tools, you optimize your benchmarking and stay competitive in a constantly evolving market.
Key success factors
Data precision
Data accuracy is essential to guarantee the success of your benchmarking. Reliable data allow you to make informed decisions and identify the areas to be improved. When working with specific information, you reduce the risk of errors and optimize your resources.
Figures show that more than 70 % of leading companies use benchmarking to improve their performance. By adopting advanced analytical tools, you can increase your chances of exceeding your competitors by 85 %. These tools transform complex data into usable information, which facilitates the implementation of effective strategies.
Tip: Always check the source of your data. Favor recent and relevant information to guarantee their reliability.
Internal collaboration
Another effective internal collaboration is another key success factor. When your teams work together, they share their knowledge and ideas, which strengthens innovation. Companies participating in knowledge sharing networks note an improvement in their operational efficiency of 25 %.
To encourage this collaboration, create an environment where each employee feels involved. Organize regular meetings to discuss the results of benchmarking and the actions to be taken. Use collaborative tools such as Slack or Microsoft Teams to facilitate communication between your teams.
Advice: involve your employees from the start of the process. Their active participation guarantees better adoption of changes.
Adaptability
Adaptability is essential to remain competitive in a constantly evolving market. Companies that engage in innovation thanks to benchmarking record additional annual growth of 30 %. This shows the importance of quickly adjusting to new trends and consumer expectations.
To be adaptable, you must remain attentive to changes in your sector. Regularly analyze your performance and adjust your strategies accordingly. For example, if new technology improves customer experience, explore how to integrate it into your processes.
Note: Adaptability does not mean changing everything immediately. First test the new small -scale ideas before deploying them on a large scale.
By combining data accuracy, internal collaboration and adaptability, you maximize your chances of success. These factors allow you to transform your challenges into opportunities and remain competitive in a dynamic environment.
Continuous improvement
Continuous improvement is an essential approach to maintain your competitiveness. It allows you to progress constantly by adapting your practices to new data and market developments. By integrating this philosophy into your strategy, you transform each challenge into an opportunity.
Why adopt continuous improvement?
Continuous improvement helps you avoid stagnation. Companies that adopt this approach remain flexible and reactive in the face of changes. You can identify flaws in your processes and correct them before they become major problems.
Tip: make regular reviews of your performance. Analyze what works and what can be improved.
How to set up continuous improvement?
Here are some simple steps to integrate this method:
Set clear objectives : Define measurable targets for each area to be improved.
Collect feedback : Use customer reviews and internal data to identify weak points.
Test solutions : Experience small -scale changes before applying them to your entire organization.
Follow the results : measure the impact of changes and adjust your strategies if necessary.
Concrete example
Imagine that your customer satisfaction rate is lower than that of your competitors. You could analyze customer feedback to understand their expectations. Then test a new approach, such as a more responsive after-sales service. Monitor the results and adjust your strategy according to the data collected.
Note: continuous improvement is an endless process. Each step brings you closer to excellence.
Long -term profits
By adopting this approach, you strengthen your competitiveness. You improve your products, services and processes. You retain your customers and attract new prospects. Continuous improvement becomes a growth engine for your business.
Emoji: 🚀 Make continuous improvement a priority to achieve your goals and exceed your competitors.
To stay competitive in 2025, you need to integrate modern and effective practices. Benchmarking helps you identify your strengths and correct your weaknesses. By using it, you adapt your strategies to market expectations and improve your performance.
Adopt a proactive approach. Regularly analyze your results and adjust your methods. This allows you to stay ahead of your competitors and meet the changing consumer needs.
🚀 Tip: Benchmarking a habit to guarantee continuous and durable improvement.
FAQs
What can benchmarking bring to my business?
Benchmarking helps you identify your strengths and weaknesses. It allows you to adopt effective practices and improve your performance. You can better meet your customers' expectations and stay competitive.
How long does it take to do a benchmarking?
The duration depends on your objectives and the complexity of your analysis. Simple benchmarking can take a few weeks. An in -depth study, including several sectors, may require several months.
What tools are essential for effective benchmarking?
Tools like Table, Google Analytics or Semrush are essential. They help you collect, analyze and view your data. Collaborative platforms like Slack also facilitate communication between your teams.
Is Benchmarking suitable for all companies?
Yes, all companies can benefit from it. Whether you are a small business or a large organization, benchmarking helps you identify improvement opportunities and optimize your processes.
How to avoid copying my competitors during benchmarking?
Adapt best practices to your context. Analyze what works elsewhere, but adjust these ideas so that they meet the specific needs of your business. Innovation remains essential.
