What Is Strategic Benchmarking? Definition, Roles, 6 Facts

Is it once again that time of year? When organizations from around the world convene to discuss their strategic plans.

In addition to planning for the future, they may assess the accuracy of their prior aims and plan for the future. What is the essence of their strategy? Strategy.

For a business to establish objectives and a course for the next years, strategic planning is crucial. So how exactly does one do strategic planning? The first step is benchmarking.

Does your company include benchmarking into its strategic management? If not, you are without a doubt missing out. Read on to discover more about strategic benchmarking and its potential benefits.

What Is Strategic Benchmarking?

Benchmarking is the practice of comparing your company’s performance to that of the industry’s top performer. Among the three forms of benchmarking, process benchmarking compares operational processes. Benchmarking performance analyzes product lines, marketing, and sales to identify ways to boost revenues.

What Is Strategic Benchmarking?

Process Of Strategic Benchmarking


Five steps are involved in benchmarking. First, determine the purpose of your benchmarking endeavor. Large, broad topics are less suitable for a benchmarking research than specific techniques or ideas. Identify a firm that specialises in the specific method or subject you are researching.

Then investigate the business. The fourth phase is a study of the information obtained by examining the practices of the other firm. In the last phase, you implement what you’ve learnt within your own business.

These have a narrower scope and provide quick advantages. Strategic benchmarking provides a long-term perspective on a company’s track relative to the future strategies of its competitors.


Strategic benchmarking examines what other businesses are doing in terms of top management competencies, strategic initiatives, competitive product creation, and other effective long-term attributes and procedures. Sometimes it is easier to determine what a firm is doing strategically than to discover how it manages its specific processes.

Frequently, a company’s operations demonstrate the competence of its upper management. Technology-savvy leaders are more likely to employ technologically advanced procedures. If the firm is publicly traded, the strategic orientation may be discovered in its annual report.

When selecting a firm to study that is not a direct rival, it is simpler to approach management and ask for guidance and details on how the company achieved success.


The analytical procedure is comparable to reverse-engineering a product to determine its construction and comparing the results to a similar product manufactured by your organization.

You will discover advantages and disadvantages on both sides of the comparison, and some of the advantageous characteristics of the competing product may be incompatible with your production method.

What Is Strategic Benchmarking?

Understanding how a competitor’s product functions will have a significant impact on how your organization creates and builds future items. The same applies to company strategies.


A comprehensive strategic benchmarking study may consume too much time and involve too many key personnel for a small business.

A effective technique to approximate strategic benchmarking is to study a management process, such as Six Sigma, and then apply SWOT analysis to each area of the organization that need improvement.

SWOT analysis is the process of identifying a plan, decision, or manager’s performance’s strengths, weaknesses, opportunities, and threats. The goal is to execute your discoveries and not lose time and effort by failing to apply your expertise.

Strategic benchmarking examples

SWOT analysis

The SWOT analysis is a fantastic starting point for corporate strategy benchmarking. SWOT, which is an abbreviation for Strengths, Weaknesses, Opportunities, and Threats, can help you evaluate your firm in relation to the competition.

Comparing your strengths and weaknesses to dangers and opportunities enables you to choose where your attention should be directed. Consider, for instance, that one of your organization’s assets is the website’s stickiness.

Visitors to your website are riveted to the screen, scroll all the way to the bottom, and frequently visit numerous pages. Now, let’s assume you perceive a potential in the industry to collaborate with influencers that could promote your company on their social media channels or websites.

This might be an excellent opportunity to attract additional qualified people to your already-sticky website. The SWOT analysis is a good tool for comparing your unique selling propositions against the state of the market.

Competitor research

Strategic benchmarking is all about understanding the actions of one’s rivals. To comprehend their plans, you must do a thorough competitive study.

This involves identifying your rivals and the organizations whose tactics you wish to analyze. Once you’ve determined which businesses have successful strategies, sketch out their operations and areas of concentration in detail.

Make sense?

This may involve traversing their lead funnel to observe how they connect with clients at various stages. Understand their primary messages, the pain spots they target, and how they emphasize their unique selling qualities.

Additionally, examine customer reviews to determine how consumers react to your sales funnel and what they think of the customer experience. This will provide you with an in-depth understanding of their lead generation and customer acquisition techniques, allowing you to compare your own strategies to theirs.

What Is Strategic Benchmarking?

This competition study is applicable to a variety of different strategies. For instance, suppose you wish to revamp the content strategy of your organization. To uncover the content strategy of your rivals for SEO, blogs, and social media, you would do a comprehensive competitive content study. This research might serve as a standard for your own content strategy development.

Market mapping

Remember when we stated that strategic benchmarking is centered on comparison? Understanding your position in the market may be aided greatly by a visual comparison. Market mapping provides a comprehensive view of the competitive environment, including customer groups, product comparison, and market projections.

It assists in comprehending supply, demand, saturation, and, of course, location. Similar to traditional cartography, market mapping includes defining the market’s boundaries and significant features. On the basis of the parameters you choose, you will be able to locate rivals on the map. You may identify firms, goods, or various audiences to assess your position.

For instance, suppose you wish to establish a strategic benchmark for the introduction of a new product by your firm. You would determine the placement of rival items in terms of quality, features, and pricing. After placing these items on your map, you can determine where your item will fit.


For instance, suppose you wish to establish a strategic benchmark for the introduction of a new product by your firm. You would determine the placement of rival items in terms of quality, features, and pricing. After placing these items on your map, you can determine where your item will fit.

In each of the preceding techniques, you may have analyzed pillars of the industry, such as acknowledged processes and established businesses. This is excellent for the development of low-risk strategies. But in order to reap the substantial benefits of market leadership, strategic benchmarking must incorporate trend identification.

Consider internet content streaming as an illustration of trend spotting. Netflix established the standard for internet streaming, and Amazon, Hulu, and Disney swiftly followed suit. Blockbuster, on the other hand, failed to respond quickly enough to the trend, and we all know what happened there.

What Is Strategic Benchmarking?

Roles Of Strategic enchmarking

Alignment of Core Competencies

By comparing the alignment of core operations with strategic objectives, you can guarantee that the company’s strategy and core competences are aligned.

Examining the top-performing organizations with operations comparable to your own, assessing the consistency of their strategic orientations, and determining how effectively they achieve their strategic goals enables you to compare your company’s success to theirs.

You may develop performance standards in comparison to highly successful firms and increase performance by aligning strategy and key strengths. You must either change your plans to capitalize on your strengths or enhance your abilities in the target areas.

Competitive Priorities

Your corporate strategy explains your company’s objectives and approach to competition. The evaluation of your overall strategic approach investigates how industry leaders compete and how their competitive goals correspond with their respective strategies.

If your overarching objective is to increase profits, pricing competition versus a rival firm is inconsistent. You may achieve your goals by benchmarking competitive performance against the performance of industry leaders and enhancing your performance by modeling your alignment of competitive priorities with overall strategy after theirs.

Organizational Strengths

Your entire business plan must capitalize on your company’s capabilities. If your approach is inconsistent with your strengths, you will squander resources and overlook opportunities for growth.

Examining how organizations with comparable strengths use tactics to capitalize on them and enhance performance might aid in the development of analogous strategies or the development of the required strengths.

When performance levels of these firms are used as a benchmark, you may focus on your strengths and matched methods to attain and exceed these standards.

Managerial Orientation

Individual management orientations must be consistent and linked with strategic objectives for an organization’s strategy to be executed successfully.

What Is Strategic Benchmarking?

Examining how market leaders achieve consistency in their management orientations and comparing the subsequent performance gains provides you with a target for your own enhanced performance as well as a method for achieving it.

If your company’s goal is to compete on the basis of quality, yet a manager’s orientation is to decrease costs, then the manager’s orientation and the company’s strategy are misaligned. You will then be able to attain your benchmarks if you employ the type of approach that successful businesses employ to assure such alignment.

6 types of benchmarking to integrate

1. Internal benchmarking

Internal comparisons are rather simple. A process or task is compared to a similar process or activity inside the organization. This needs the capacity to track measurements for these two similar systems or departments in order to analyze and compare KPIs.

This form of benchmarking is beneficial since it helps to define and meet standards across the board, providing consistency and assuring each department’s efficiency.

2. External benchmarking

External benchmarking is the comparison of an internal procedure with that of a rival or many other firms. This strategy involves access to industry or company-specific data, which may not be available unless the other business agrees to share it with you.

External comparisons are really important. You may gain a better understanding of your company’s position within the broader market and uncover areas of weakness that require your attention.

3. Competitive benchmarking

Competitive benchmarking is a subset of external benchmarking that focuses exclusively on comparing your processes and KPIs to those of direct rivals. This type of benchmarking is crucial because it allows you to determine precisely why a rival is successful or what factors influence consumer satisfaction in your market.

4. Performance benchmarking

The relationship between benchmarking and corporate performance is a second crucial aspect. By recording measurements and KPIs throughout the organization, teams are able to continue comparing prior results to current standards, therefore continually revising the standard to enhance performance.

This style of benchmarking focuses on enhancing essential business activities over time, with the expectation that benchmarks will continue to be increased and improved.

5. Strategic benchmarking

Generally speaking, strategic benchmarking is conducted outside and focuses on analyzing how other businesses achieved success. What types of business tactics do they use? How effective are their marketing initiatives, for instance?

What Is Strategic Benchmarking?

Comparing your strategy to those of other successful firms in your sector and beyond might help you learn from their successes. This is particularly beneficial for new companies and startups.

6. Practice benchmarking

This type of internal benchmarking focuses on your organization’s procedures and processes. This demands that you have systems in place to collect and evaluate company data, such as how people and teams are accomplishing tasks and utilizing certain technology.

Using process mapping as a starting point for practice benchmarking enables you to immediately discover and rectify any performance gaps within the organization.


What are the benefits of strategic benchmarking?

You will comprehend what your rivals are doing, be able to compare your development to theirs, and be motivated to undertake new activities and practices to increase the performance of your firm.

What are the challenges of strategic benchmarking?

It might be difficult to examine the plans of your rivals, as the majority of organizations do not disclose their strategies. However, you may gain a fantastic understanding of a company’s strategy by examining its sales funnel.

What Is Strategic Benchmarking?

How do you use benchmarking as a strategic management tool?

Strategic management entails establishing the foundation for an organization’s actions. Benchmarking is required to confirm the framework is practical and increase its likelihood of success.


Benchmarking is the practice of comparing your company’s performance to that of the industry’s top performer. Among the three forms of benchmarking, process benchmarking compares operational processes.

Benchmarking performance analyzes product lines, marketing, and sales to identify ways to boost revenues. These are more limited in scope and generate immediate benefits. Strategic benchmarking gives a long-term perspective on an organization’s course relative to the future strategies of competitors.

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