Guide to Creating Competitor Battlecards

Competitor battlecards are succinct, tightly written summaries used by sales teams to highlight key information about competitors. They typically include an overview of the competitor, their unique selling points, strengths and weaknesses, sales and marketing strategies, customer feedback, win/loss analysis, and counter-strategies.

SBI's guide to creating impactful battlecards uses placeholder competitors — ACME, BB, and CC — as examples to demonstrate how to structure and populate a battlecard. For each example competitor, the guide outlines a structured approach:

• Main differentiator. Identifying the unique selling proposition or key competitive advantage of each competitor.
• Strengths and weaknesses. Detailed analysis of the competitor’s strong points and areas of vulnerability.
• Competitive loss analysis. Understanding scenarios where deals were lost to competitors, offering insights into their competitive strategies.
• Positioning strategy. Suggestions on how to effectively position one's own products or services in contrast to those of the competitors.

The real value of this asset lies in its structured approach to creating customized battlecards. Users should adapt the framework to their unique business context, using the examples as a starting point to analyze their own competitors in a similar detailed and strategic manner.

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