We’re in Week five of our Competitive Battlecard 101 series and this week’s featured battlecard template is the When to Engage/Not Engage battlecard. If you haven’t yet, subscribe to our newsletter and we’ll send you a new battlecard straight to your inbox each week. If you want to go through all of the cards we’ve built to date, you can find a running log of all of these battlecard articles on our intro post to the series.
About This Battlecard Template
This battlecard template goes by many names. “When to Engage/ Not Engage”, “Go/ No Go”, “Why We Win/ Why We Lose”. You’ll have your own take on it. The purpose of the card is to identify where your product/solution is well positioned in a deal, and what situations you’ll want to avoid.
A battlecard template like this becomes most effective when it ties in positioning messages and pivots. For example, rather than simply stating what conversations to avoid, you need to follow-up with techniques on how to change the conversation.
Here’s an example in practice. Under “When Not To Engage” you might identify that feature battles are a no-go zone. That’s common. Beyond stating that it’s not productive to get into a war of features, provide suggested responses. Reinforce the value statements to pivot the conversation. Elevate the conversation to refocus back to core strengths. Prove ROI with supporting case study and other sales collateral.
On the other side of this coin, building the “When to Engage” or “Why We Win” portion of this card requires an understanding of what wins deals at your company, and what clients are most likely to close. Give suggestions on what strengths to reinforce, what use-cases and feature sets are best to focus on. Again, provide advice to sales on what has proven to push deals to close.
How to Build this Battlecard
Putting together content for why you win and why you lose requires a deep understanding of your sales process. Conducting a thorough win/loss analysis of every opportunity would be the best way to surface themes about where you win and lose deals. We’ve put together a few resources on this topic:
- [Article] Win/Loss Interviews Part 1: 5 uncomfortable questions product marketers must start asking in win-loss interviews today
- [Article] Win/Loss Interviews Part 2: There’s only one reason to do win-loss interviews
- [Article] 31 questions you should ask in every win loss interview
- [Resource] Win/Loss Checklist
After pulling out themes where you win and lose, it’s down to developing your sales strategies and pivots. Provide sales with suggestions on conversational pivots, identify positioning messages to reinforce and always make sure to backup your arguments with proof. Your sales team will need case studies and other sales collateral to prove value and build trust.
Next Battlecard Template in the Competitive Battlecards 101 Series:
This card is part of our Overview Battlecard Template (click the image below to expand), which is a set of eight of the most commonly used cards we’ve seen across hundreds of battlecards. We’re covering each of these cards one by one in our series Competitive Battlecards 101.
Ready for more? Next up in our series will be the “Pricing” card. Subscribe to the series Competitive Battlecards 101 and we’ll send you a new card each week to build your arsenal of competitive strategies.
If you’ve come this far and you’re still looking for more on battlecards, download our Product Marketers Guide to Creating Battlecards That Win.