How to Build a Google Sheets vs Excel Matrix Guide

If you have ever hacked together a competitor spreadsheet at midnight before a pitch, you already know the value of a competitive matrix. The real challenge is keeping it useful once the meeting ends. Here is how to build one manually in Google Sheets and Excel, then scale it with an AI computer agent so you are not stuck copy pasting forever.### 1. Start Simple: Manual Matrix in Google Sheets1. List competitorsOpen a new Sheet. In column A, list your company, then 5–10 key competitors.2. Define comparison factorsAcross row 1, add columns for features, pricing, channels, messaging, reviews, and any success metrics that matter.3. Choose a scoring systemUse a simple 1–5 score or Yes or No for each factor. Add a Notes column for qualitative comments and links.4. Populate the gridManually visit each competitor website, pricing page, app store listing, and social profile. Fill in scores and notes as you go.5. Add basic formulasUse AVERAGE and SUM to calculate an overall score, or conditional formatting to highlight leaders in green and laggards in red.### 2. Mirror the Matrix in Excel (When You Need Power)If your team lives in Excel or you want heavier analysis, mirror the same layout:1. Create the same rows and columns as your Google Sheet.2. Use Excel tables so filters and sorting are quick.3. Add charts, radar plots, or a scatter plot to visualise who leads on price vs differentiation.4. Build a summary tab that pulls in top scores and flags gaps in your own offering.Sheets is brilliant for collaboration; Excel shines when you need deeper analysis, pivot tables, or offline work.### 3. Where Manual Workflows Hit a WallManual matrices are fine when you have a handful of competitors and update them quarterly. They break when:- Pricing changes weekly.- New competitors appear from every angle.- Sales asks for fresh battlecards before every big deal.- You operate in multiple regions or verticals.You end up redoing the same clicks in your browser and spreadsheets over and over again.### 4. Automate With an AI Computer AgentThis is where an AI computer agent like Simular comes in. Instead of just helping you write text, it behaves like a focused teammate at your computer:- It can open your browser, search for competitors, and navigate their sites.- It can copy specific metrics, like pricing, feature lists, and review counts.- It can paste those values into the right cells in Google Sheets or Excel.- It can run end to end workflows with thousands of steps reliably.You design the playbook once, then let the agent execute it on demand or on a schedule.### 5. Top 3 Ways to Use Agents for Competitive Matrices1. Ongoing web monitoringGive the agent a list of competitors and target URLs. It visits pages, scrapes key data points, and updates your Sheets or Excel matrix every week so you can see trends instead of snapshots.2. Sales enablement viewsHave the agent filter your master matrix and generate deal specific slices: for example, a tab that compares only the three rivals a prospect mentioned, with the factors that sales cares about most.3. Pricing and offer checksAsk the agent to monitor discounts, bundles, and trial offers. It records changes in your matrix and can even trigger alerts through a webhook when a competitor undercuts your price.### 6. Pros and Cons: Manual vs AI AssistedManual (Sheets and Excel only)- Pros: Full control, high context, great for early thinking.- Cons: Time consuming, error prone, goes stale quickly, hard to scale across markets and teams.AI assisted with a computer agent- Pros: Huge time savings, repeatable execution, always up to date, works across browser, desktop, and cloud tools.- Cons: Requires a bit of upfront setup, you still need to review insights and make strategic calls.The sweet spot is using Google Sheets and Excel as your shared source of truth, while a trustworthy AI computer agent handles the repetitive research and data entry. You stay in the role you are best at: interpreting the grid and deciding your next move.