Competitive win rate is a great north star goal. But it can be challenging to accurately impact that in a positive way in a short amount of time.
A couple other KPIs I've used in the past and that I recommend:
1. Competitor confidence (from the sales team)
2. Project-based contribution
If you can increase the confidence of your sales team when it comes to competitors, you can infer that it will positively impact your competitive win rate. So every 6 month, I send a survey to my entire sales team and ask them to fill it out. Here's what it looks like:
1. Name
2. Team (e.g. XDR, Account Executive, Customer Success, etc.)
3. How long have you worked at *company*?
4. How confident are you competing against Competitor X? (1 - 5)
5. How confident are you competing against Competitor Y? (1 - 5)
6. How confident are you competing against Competitor Z? (1 - 5)
7. How often do you use competitive collateral like battlecards, one-pagers, etc.?
8. How impactful has our competitive collateral and training been for you?
9. What would help you win more competitive deals? (open text field)
If I've done my job, the answers to 4 - 6 should go up over time, and the answers to 7 and 8 should be "very often" :-) I can't tell you how helpful this has been for me in guiding what I work on with my programs.
And then in terms of project-based contributions, try to find big projects happening in your company. This could be a website revamp, launching a big new product, revamping employee onboarding, etc.
Figure out a way to get involved. If you're revamping the website, maybe look into advising on compare landing pages. If you're launching a new product, make sure the team is equipped with what the landscape offers that's similar. You get the idea. All of these things positively contribute to how your organization goes to market.