[Competitor] — Battlecard
Summary
[Who they are, in one sentence.] [How they compete with us right now, in one sentence.]
Two sentences. If a rep reads nothing else, this is what they know walking into the call.
At A Glance
- Positioning
- [How they present themselves, in their own words, one or two sentences]
- Audience
- [Who they sell to: segment, company size, roles]
- Pricing
- [Pricing model and level in one sentence, or “not public”]
Take positioning from their homepage and pricing from their pricing page, not from memory.
How We Win
- [A talk track a rep can say out loud, tied to a real difference]
- [A second talk track]
- [A third talk track]
Up to four. No generic advice like “focus on value”: if a person can't say it on a call, rewrite it.
Their Strengths
- [Where they are genuinely strong against us, one specific sentence] (source 1)
- [Another strength] (source 2)
Up to five. Being honest here is what makes the rest of the card credible.
Their Weaknesses
- [Where they are weaker than us or exposed, one specific sentence] (source 3)
- [Another weakness] (source 4)
Up to five. Each one should be something a buyer could verify.
Objections
| What the buyer says | How we answer |
|---|---|
| “[An objection a buyer comparing us might raise]” | [A short, honest answer] |
| “[A second objection]” | [The answer] |
Up to four, in the buyer's words. Collect them from call notes, not from a brainstorm.
Watch
- [A recent move to keep an eye on, with its date] (source 5)
- [Another recent move]
Up to three, newest first. Remove a move once it no longer changes how you sell.
Sources
- [What changed, in one line] ([date it happened, or the window if the exact day is unknown]) — [link]
- [What changed] ([date]) — [link]
Number every source and cite it in the points above. If you only know a change happened between two dates, write the window, never a single day.