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Capabilities rated with dot scales instead of checkmarks, one row conceded on purpose.
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Feature Depth Matrix replaces checkmarks with calibration. Six capabilities rate across three vendor columns on filled dot scales, zero to three, and one row goes against you on purpose, approvals to the legacy suites, named again in the footnote as genuinely their strength. Depth ratings say what comparison checkmarks cannot, that having and excelling differ.
The rows are one array of capability and three levels, the Dots component renders the scale. The conceded row is the credibility engine of the whole table, readers who find the loss believe the wins.
Reach for this block when every competitor passes the checkmark test and the real differences are quality, the mature category problem. It is the honest evolution of feature-checklist-table, and the dot scores should trace to review data or stated criteria when challenged.
A natural flow around it on a Marketing Pro page:
Before
After
One strong use is capability depth against category archetypes. Other matrices:
Tip: concede at least one row and mean it, the lost row is what licenses every won one.