The result may vary from a white paper that deals with a general problem and thus positions the supplier and its products and services. Another way is an elaborate description of the organization, its products and solutions or services and the position within the market.

Another point of special interest is the competitive overview. Here, two or more parties will be compared in detail. The comparison concerns the products, the organizations, support, documentation and training. Such a competitive overview will eventually produce a report that describes the competition and compares it to the client’s organization. Positive aspects are defined but of course also the aspects that can be improved. A SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is part of the report. These competition overviews have already frequently proven their worth in external presentations and internal education for sales and marketing. The independence of such a survey guarantees the reader (prospect) that comments and comparisons are correct and have been checked via interviews with third parties, users and consultants.