# Benchmarking: what it is and how it works · Zorraquino
> Benchmarking compares practices, experiences or results to identify opportunities for improvement using common criteria.
URL: https://www.zorraquino.com/en/dictionary/branding/benchmarking.html

# Benchmarking

Benchmarking compares practices, experiences or results to identify opportunities for improvement using common criteria

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can study direct competitors, leading examples from other sectors or units within the same organisation. It is worth defining what is being compared and with what evidence. For example, analysing how several companies handle a sign-up process helps detect good practice without copying their value proposition.

Topics

[Strategic design and innovation](https://www.zorraquino.com/en/dictionary/category/diseno-estrategico-e-innovacion)

## Related concepts

- [Value proposition](https://www.zorraquino.com/en/dictionary/value-proposition)
- [Opportunity map](https://www.zorraquino.com/en/dictionary/opportunity-map)
- [Opportunity prioritisation](https://www.zorraquino.com/en/dictionary/opportunity-prioritisation)