Competitive Benchmarking is necessary because managers in your organisation will tend to be too subjective in their view of competitors. Managers typically interpret their own successes as resulting from organisational strengths. Organisational weaknesses are often attributed to environmental forces beyond their control. Conversely, successful competitors in the industry are thought to succeed because the environment and fail because of  internal weaknesses. Good Competitive Benchmarking is based on objective measurements to avoid this bias.

Counteroffensive Competitive Benchmarking  is objective, informed, authoritative.