How should I tailor the battlecard for different buyers?

Adjust the ICP, budget range, and use-case specifics; fill in the customer needs lines and make sure objections reflect their top concerns.

Can I reuse sections for multiple competitors?

Yes. Use a core template and customize the competitor-specific features, pricing, and proof points for each rival.

Should pricing and discounts be included?

Include current pricing where permissible and note known discounting practices; frame value with total cost of ownership and ROI.

competitive-battlecard

Scanned

npx machina-cli add skill phuryn/pm-skills/competitive-battlecard --openclaw

Files (1)

SKILL.md

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Competitive Battlecard

Create a concise, sales-ready battlecard for use against a specific competitor.

Context

You are creating a competitive battlecard for $ARGUMENTS.

Use web search to research the competitor's current product, pricing, positioning, and recent changes. If the user provides files (feature lists, win/loss data, sales call notes), read them first.

Instructions

Research the competitor (use web search):
- Current product offerings and features
- Pricing tiers and model
- Target market and positioning
- Recent product launches or changes
- Known strengths and weaknesses
- Customer reviews and sentiment (G2, Capterra, Reddit)

Create the battlecard with these sections:

Company Overview

Founded, HQ, funding/revenue (if public)
Target market and ICP
Positioning in one sentence

Quick Comparison

Capability	Us	Them	Winner
[Feature area 1]	[Our approach]	[Their approach]	[Us/Them/Tie]
[Feature area 2]	...	...	...
Pricing	...	...	...
Support	...	...	...

Where We Win

[Advantage 1]: [Proof point or customer quote]
[Advantage 2]: [Specific capability they lack]
[Advantage 3]: [Better approach with reasoning]

Where They Win

[Their strength 1]: [Our counter-positioning]
[Their strength 2]: [How we mitigate this gap]

Common Objections & Responses

Prospect Says	Respond With
"Competitor X has [feature]"	"[Our alternative approach and why it's better for them]"
"They're cheaper"	"[Value framing: total cost of ownership, ROI, hidden costs]"
"They're more established"	"[Our advantages: speed, innovation, focus, support]"

Landmines to Plant

Questions to ask the prospect that highlight competitor weaknesses:

"How important is [area where we excel] to your team?"
"Have you evaluated [specific capability they lack]?"

Win/Loss Patterns

We tend to win when: [pattern]
We tend to lose when: [pattern]
Key differentiator in competitive deals: [what tips the scale]

Keep it scannable: Sales reps need to reference this during calls. Use tables, bold text, and short bullets.

Save as markdown. Format for easy printing or sharing in Notion/Confluence.

Source

git clone https://github.com/phuryn/pm-skills/blob/main/pm-go-to-market/skills/competitive-battlecard/SKILL.mdView on GitHub

Overview

Creates concise, sales-ready battlecards for a specific competitor. It frames your product’s positioning, does a feature-by-feature comparison, documents common objections with rebuttals, and captures win/loss patterns to guide sales conversations and collateral.

How This Skill Works

The skill guides you to research the competitor's product, pricing, positioning, and recent changes via web search or provided files. It then outputs a structured battlecard with sections such as Company Overview, Quick Comparison, Where We Win, Where They Win, Common Objections & Responses, and Win/Loss Patterns. The layout emphasizes scannable tables and bullets for quick reference during calls or when printing collateral for Notion/Confluence.

When to Use It

Preparing for a competitive sales kickoff or launch against a known rival
Creating RFx/ RFP or proposal materials with a clear side-by-side comparison
Coaching reps on objections and rebuttals during live calls
Onboarding new sales reps with a battlecard template aligned to ICP
Reviewing win/loss data to refine positioning and messaging

Quick Start

Step 1: Research the competitor's product, pricing, positioning, and recent changes
Step 2: Build the battlecard sections (Company Overview, Quick Comparison, Where We Win/Win Threats, Objections & Responses)
Step 3: Save as markdown and share or print for Notion/Confluence

Best Practices

Start with a robust competitor profile: product, pricing, positioning, and recent changes
Present a concise 2-3 column Quick Comparison table with clear winners
Include proof points, customer quotes, and defensible data for claims
Keep content scannable with bullets, short headers, and bold emphasis
Update after major product launches, pricing moves, or new market findings and align with ICP

Example Use Cases

Example: Battlecard vs a mid-market CRM competitor, featuring a feature-by-feature comparison, pricing tiers, and a clear ROI angle
Example: Battlecard against a cloud security vendor, highlighting deployment speed, support SLAs, and integration breadth
Example: Battlecard vs an analytics tool, focusing on data freshness, ease of use, and decision velocity
Example: Battlecard for onboarding automation competitor, detailing workflow coverage, integrations, and time-to-value
Example: Battlecard vs a project management tool, contrasting automation capabilities and cross-team alignment

Frequently Asked Questions

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