There are several arguments for conducting a competitor analysis, some more persuasive than others. However, the main (if unspoken) benefit of completing one is to give an organization a sense of control. Having a competitor analysis in hand fosters the belief that everything that can be done to create a winning proposal is being done. The value of the security and confidence this belief creates should not be discounted. The key is to remain aware of the limitations of the competitor analysis process and not lose sight of other activities that could have a greater impact.