Competitive Battlecards Template

A template to equip your sales team with competitive insights and strategies.

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Competitive Battlecards Template
Competitor Battlecard Template in Whale

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In the competitive arena of business, staying one step ahead of your rivals is crucial. That’s where competitive battlecards come into play.

This competitive battlecard template should be part of your winning sales templates. We will walk you through everything you need to know about creating and utilizing competitive battlecards to their fullest potential.

What is a competitive battlecard?

A competitive battlecard is a concise, comprehensive document that outlines key information about your competitors and how to effectively counter their business strategies.

It is designed to equip your sales team with fast facts and tactical advice to help them win over potential customers who might be considering your competitors. Think of it as a cheat sheet that gives your team the competitive edge in sales situations.

Competitive battlecards are not just tools; they are a mindset. By integrating this approach into your business strategy, you’re equipping your team with the knowledge and tactics they need to succeed.

Remember, the goal is not just to compete; it’s to win. 🚀

Empower your team with the insights and confidence that a well-crafted competitive battlecard provides, and watch your business grow.

A competitive battlecards template with sections for competitor overview, strengths, weaknesses, unique selling points, competitive advantages, and competitor comparison. Offers customization at usewhale.io.

Do competitive battlecards really work?

Absolutely, yes.

A survey by Crayon indicated that 90% of top-performing sales teams use competitive battlecards, with these teams experiencing a 15% higher win rate than those who don’t use them. This statistic underscores the effectiveness of well-prepared battlecards in boosting sales performance and outmaneuvering competitors.

Your competitive battlecards should be part of your growth playbook!

Viktor Hatfaludi on How to Build Battlecards

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Best practices for competitive battlecards

Creating an effective battlecard is more than just gathering information about competitors. It involves strategic thinking and a good understanding of what drives your market. Here are some best practices:

  • Don’t trash the competition: This is about making your product and your customer the hero
  • Keep it concise: Information overload can be counterproductive. Include only the most impactful data that can aid in making quick sales decisions.
  • Regular updates: Markets evolve, and so do your competitors’ strategies. Regular updates ensure that your battlecards remain relevant and effective.
  • Tailor to your audience: Different teams may need different information. Customize battlecards to suit the needs of their users, whether they are in direct sales, marketing, or customer service.

Process for evaluating competitors

Wondering how to position your product against the competition? Simply follow these 5 steps;

Complete the template marketing your own product 

  1. Unique selling points
  2. Strengths
  3. Weaknesses
  4. Pricing
  5. Feature comparison


Having this research will help you to define what is YOUR particular competitive advantage.

How to track your company vs. competitor features?

When comparing features, simply use this easy to use comparison chart which you’ll find when you customize the competitive battlecard template in Whale.

An example business plan template emphasizing employee training.

Common mistakes in using competitive battlecards

While battlecards are incredibly useful, there are pitfalls you should avoid:

  • Slaying your competitors: You should not be out to trash your competitors. Instead it’s all about building up a case for your product and brand. 
  • Outdated Information: As markets shift, outdated info can mislead and result in lost opportunities.
  • Overloading with Data: Too much information can confuse rather than clarify. Focus on what’s most important.
  • Not Training Teams: If your team doesn’t understand how to use the battlecards effectively, they won’t be able to leverage them in sales scenarios.

FAQs on using competitive battlecards

It’s best to review and update your battlecards quarterly. However, if you enter a rapidly changing industry, consider reviewing them even more frequently.

Your battlecards shouldn’t just help you get more customers. They should be updated to get the right kind of customers. I.e. the 20% who are responsible for 80% of the company’s revenue.

Typically, this role falls to the sales enablement or marketing team. However, contributions should come from across sales, marketing, and product teams to ensure comprehensive coverage.

NB! Make sure to keep updating your battlecards with relevant feedback from customers!

Absolutely! While they are prevalent in tech and sales-driven sectors, any competitive industry can benefit from the strategic advantage that battlecards provide.

NB! Make sure to keep updating your battlecards with relevant feedback from customers!

Use our templates to fast-track your documentation

Customize this template and 100s of others for free in Whale, the fastest way to get your team aligned.

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