Benchmarking is the process of comparing a company's success to that of other firms in its industry to discover if there is a performance gap that can be closed by improving your own. Examining the operations of other businesses can reveal what it takes to boost company's efficiency and become a bigger player in the industry. By identifying areas in your business where you want to enhance and evaluate your current performance against competitors, you can improve your execution tenfold. Companies have acquired strategic advantages over competitors and grown industry averages by using benchmarking in marketing automation software.