Undeclared rival

Definition and scope

An undeclared rival is an alternative that is not a product: a manual process, spreadsheet, outsourcing or doing nothing. The defining point is what the customer chooses instead of the product. Continuing with the current process belongs in the analysis, even when no competing product is selected.

Use the undeclared rival glossary entry as the reference for this definition. The CPM-E guide explicitly includes carrying on as things are among these alternatives.

Where it matters in practice

The term matters when analysing lost negotiations. Ask what the customer chose, not only which competitor they chose. The guide describes customers retaining shared folders and a spreadsheet rather than buying another product.

Build a map listing non-product alternatives and the estimated customer cost of each. When competing against an existing process, make its cost visible rather than relying only on feature comparisons. The guide’s contract management example used measured hours of manual control because customers perceived the existing process as having zero cost.

Neighbouring terms and CPM-E preparation

Direct rivalry means an offering fully covers the customer’s use. Indirect rivalry means it covers part of that use or serves another audience. A substitute meets the same need by another route, including work done by hand. These definitions overlap: manual work can be both a substitute and an undeclared rival.

For preparation, distinguish the non-product alternative from the coverage and route of competing offerings. The rivalry grid examines use covered, audience served, route and relative price. Consult the CPM-E certification page alongside the guide, which is preparation and support material for the certification.