This information would then be used for comparison purposes.Benchmarks usually involve an upcoming change or a chance to show performance over another point in time. Again for a technology benchmark for an internet site you may be about to ramp up your marketing, driving more traffic to your site. The benchmark would be used against a future summary of the same data (the traffic) to show the impact of the this new marketing. Many times a benchmark of your company and that of your competitors will be used to justify doing something. Say you sell baby food. You would do a benchmark showing you own 20% of a 3 Billion Dollar market but your biggest competitor owns 45%. You would need those numbers (the benchmark) to argue for a change in business model to increase your market share in the baby food industry.
This template helps financial service executives and managers compare a company's key financial and operating metrics against competitors and the market.

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