Him and Lara are probably the best players over the last 20 years but the last 100 years, there are many players that were better than Tendulkar. Bradman is obviously the best of all time, he played during the bodyline series, and during the same era of many of the greatest batsman. It's not easy to compare player of different generations but in my opinion players such as Greame Pollock, George Headly, Jack Hobbs, Viv Richards, Sobers had a larger impact on there generation. Pollock has one of the highest averages, Hobbs score 100 centuries ect.
Also Tendulker didn't dominate the way they did, over the last 10 years he hasn't being the most prolific player while if he was the greatest, he would need to be unrivaled throughout his career.