Battlecard Builder

Battlecard Builder

Overview

A battlecard is a concise competitive document that gives reps exactly what to say in competitive situations. Not a feature comparison table — a talk track with proof points. The FIA Framework (Fact → Impact → Act) from Klue structures every card so reps can use it during a live call, not just study it beforehand.

A rep should be able to glance at a battlecard for 10 seconds before or during a call and know exactly what to say.

When to Use

• "Build a battlecard against [competitor]"
• "Create competitive battlecards for our team"
• "Prepare for a deal where [competitor] is involved"
• "What do we say when a prospect mentions [competitor]?"
• "Build an objection handling card"
• "Create a quick-dismiss card for [competitor]"

Authoritative Foundations

• Klue FIA Framework — Fact → Impact → Act. The industry standard for battlecard structure. Fact: the competitive insight. Impact: why it matters. Act: what the rep says or does.
• Klue COMP-ACT Framework — extended framework for deeper competitive intel.
• Force Management Command of the Message — Defensible Differentiators. Battlecards should map to the VMF's differentiator framework.

Step-by-Step Process

Phase 1: Card Type Selection

Build a complete battlecard set per competitor:

Phase 2: FIA Structure

Every card follows:

Fact — The competitive insight. What is objectively true. "This competitor requires 3-6 months of professional services to implement."

Impact — Why it matters to the deal. So what? "That means 3-6 months before the customer sees any value. They're paying for the software AND the services before anything works."

Act — What the rep says or does. The talk track. "Ask: 'What's your timeline to first value? Most implementations of [competitor] take 3-6 months. Our customers typically see value in week one. Is that difference material to your evaluation?'"

Phase 3: Per-Competitor Package

For each major competitor, produce:

1. Why We Win (3-5 cards) — your strongest advantages
2. Why We Lose (2-3 cards) — honest about where they win, with counters
3. Objection Handling (5-10 objections) — FIA structure per objection
4. Pricing Card — transparent comparison
5. Quick Dismiss — one-page summary for fast reference

Phase 4: Talk Track Principles

• No feature wars. "They have X, we have Y" loses to "they approach the problem this way, we approach it this way — here's why ours produces better outcomes."
• Proof beats claims. Every talk track includes a specific proof point.
• Acknowledge before countering. "They're good at X. Where customers tell us they struggle is Y."
• Don't trash the competitor. It makes you look small. Acknowledge their strengths honestly, then differentiate.

Output Format

# Battlecard: [Your Product] vs [Competitor]

## Quick Facts
- Their positioning: [how they describe themselves]
- Pricing: [model and tiers]
- Target customer: [who they sell to]
- Strengths: [honest assessment]
- Weaknesses: [where they fall short]

## Why We Win
### Card 1: [Advantage Area]
**Fact:** [competitive insight]
**Impact:** [why it matters]
**Act:** [talk track or question]

## Why We Lose
### Card 1: [Their Strength Area]
**Fact:** [where they are strong]
**Impact:** [why they win here]
**Counter:** [how to neutralize]

## Objection Handling
### "[Common objection]"
**Acknowledge:** [validate the concern]
**Explore:** [question to understand deeper]
**Redirect:** [reframe with insight + proof]

## Pricing Comparison
| Dimension | Us | Them |
|---|---|---|
| Entry price | $X/mo | $Y/mo |
| What's included | [list] | [list] |
| Hidden costs | None | [implementation, add-ons] |

## Quick Dismiss
**When prospect mentions [competitor]:** [one-sentence response]
**Follow-up:** [one question that shifts the conversation]

Quality Check

• Complete set per competitor (Why We Win, Why We Lose, Objections, Pricing, Quick Dismiss)
• Every card has FIA structure
• Talk tracks are conversation-ready, not feature comparison tables
• Proof points are specific and verifiable
• Acknowledges competitor strengths honestly
• Pricing comparison is accurate and current
• Rep can use any card within 10 seconds of glancing at it
• Updated within last 90 days

Common Pitfalls

1. Feature comparison instead of talk tracks. A table of features is a reference doc. A battlecard is a conversation tool. Write talk tracks.

2. No proof points. "We're better at X" without evidence loses to competitors who have it. Every claim gets a proof point.

3. Trashing the competitor. "They're terrible" makes you look defensive. Acknowledge strengths, differentiate on outcomes.

4. Stale pricing. A battlecard with 6-month-old pricing is worse than no battlecard. Reps lose credibility instantly.

5. Too long. Reps cannot read a 3-page document during a call. One card per topic, scannable in 10 seconds.

6. One card for all competitors. Different competitors attack from different angles. A battlecard for Salesforce looks different from one for a startup.

Execution Artifacts

• references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
• templates/output-template.md — copy-paste deliverable structure for the user
• scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Related Skills

• competitive-intel: Research to populate battlecards
• objection-handling: Objection taxonomy and response frameworks
• sales-enablement: Complete enablement package
• pitch-deck-builder: Decks that reference battlecard positioning