Competitive Battlecards: Template and Example
A battlecard turns competitor research into what a rep says on a call. Keep it to one page: who the competitor is, when you win and lose, how to answer their claims, questions to ask and proof to share.
What should a battlecard include?
Who the competitor is, when you win, when you lose, their main claim and your answer, questions that expose their weak spots, and proof. Build it from your competitor template and your won and lost deals.
| Section | Content |
|---|---|
| Who they are | End-to-end TMS for enterprise carriers |
| When we win | Mid-size 3PLs with peak season pain and no IT team |
| When we lose | Buyers who want one system for everything |
| Their claim | “One platform for every lane” |
| Our answer | Live in a week; plans peak in an afternoon |
| Landmine question | “How long did implementation take your last customer?” |
| Proof | Case study: 40-truck 3PL, peak plan in 4 hours |
How do you find win and lose conditions?
Review the last ten deals won and lost against each competitor. Note the buyer type, the deciding reason and who was involved. Patterns appear quickly. Lost reasons recorded in your CRM make this easier; see HubSpot deal pipeline for how to capture them.
How should you answer competitor claims?
- Acknowledge what they do well; buyers trust fairness.
- Reframe to the buyer outcome where you are stronger.
- Back it with proof: a case study, a number or a reference.
- Never claim something you can’t show.
- Keep each answer to two sentences a rep can say naturally.
Objection content for marketing is covered in the objection content library.
What are landmine questions?
Fair questions that lead buyers to discover a competitor’s weakness themselves, such as asking about setup time if theirs is slow. They work because buyers find the answer, not because you attack. Base them on real complaints from reviews and monitoring, not rumours.
Fair beats fierce.
Buyers trust the vendor who explains when a competitor is the better fit. It makes the rest of your pitch believable.
How do you roll out battlecards?
- Start with the competitor you meet most often.
- Draft the card with a salesperson in an hour.
- Test it on five calls and fix what didn’t work.
- Store cards where reps work: the CRM or sales tool.
- Update monthly and after any big competitor change; see the analysis process.
Frequently asked questions
What is a competitive battlecard?
A one-page guide for sales on a specific competitor: when you win and lose, how to answer their claims and what proof to share.
What should a battlecard include?
Who they are, win and lose conditions, their claim and your answer, landmine questions and proof.
How long should a battlecard be?
One page, readable in two minutes before a call.
How often should battlecards be updated?
Monthly, and after any big competitor change.
Who should write battlecards?
Marketing or the founder, with a salesperson who faces the competitor often.
What are landmine questions?
Fair questions that lead buyers to discover a competitor’s weakness for themselves.