Competitive Battlecard

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

1. 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)

2. 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]

3. 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.

Further Reading

• How to Design a Value Proposition Customers Can't Resist?

Source: phuryn/pm-skills → pm-go-to-market/skills/competitive-battlecard/SKILL.md