Think of a business you would like to run or manage. A competitor in your own market will not tell you the secrets of thier success but how could you use Benchmarking to improve the business you have chosen? You may focus on a specific part of that business (e.g. Sales, Service, etc.) if you choose.
Sales service and brand value Te important for business.
If u want only good profit in short time should focus in sales the more sale the more profit you will get.
But in long term value and service quality are also very important. You should focus on them also.