Competitive Battlecards 101: Company Overview Battlecard Template

Katie Berg

They say if you ain’t first you’re last, but this second sales battlecard example in our Competitive Battlecards 101 series is just as important as the Approach To Market card.

In this article, we’ll be looking at the Company Overview card. While this card might not contain the kind of tactical sales advice as other battlecards, the Company Overview card is meant to set the stage.

When done correctly, this sales battlecard will provide any sales rep with enough basic information on a competitor to give the rep a sense of who they are.

Sales battlecards essentials: Company Overview

As the name suggests, the content in the company overview card should be high-level facts about your competitor. Things like:

• Founding year
• Location of head office(s)
• Markets they operate in
• Ownership type
• Leadership/exec team
• Approximate size of customer base
• High-profile or notable customers

Facts like when the competitor was founded and where its headquarters are help situate sales reps to give them a foundation off of which to build. While they won’t help you win a deal, this kind of basic, factual knowledge grounds your reps and can help boost their competitive confidence.

Digging deeper, keeping an eye on changes in their leadership team (in both size and scope), as well as trends in customer growth can give you insight into the strategic planning and overall health of the company.

The Company Overview card won’t win deals on its own (unlike landmines and quick dismiss tactics) but it’s essential to getting there.

When to Use / Not Use This Battlecard

When Not to Use:

• You have a small core of competitors (5 or less) — your reps should be familiar with your competitors if you only have a handful

When to Use:

• The competitor is new and not very well known
• The competitor is a tier 2 or 3 competitor that reps don’t often come up against
• High sales rep turnover, or you’re onboarding a bunch of new reps who need to ramp up

Want more tips and templates for your battlecards? Check out our Competitive Sales Battlecards 101 guide here.

How To Build the Company Overview Battlecard:

Content for the Company Overview battlecard can be primarily sourced from your competitor’s website.

Information like headquarter location, regions they operate in, key customers and the other pieces that make up this card should be readily available.

Beyond that, you can find information pertaining to employees, company size and investment details on LinkedIn and Crunchbase.

Next up in Competitive Battlecards 101

Now that the your competitors’ basics are covered, it’s time to jump into battle card examples designed to provide more tactical deal support.

The next card on our list in the Question to Ask battlecard — which is one of the more advanced cards in the Competitive Battlecard library.

Whether it’s to gather intel on your prospect, or look for weaknesses in your competitor, it all comes down to asking the right questions.

If you’ve come this far and you’re still looking for more on battlecards, download our Competitive Sales Battlecards 101 Ebook.

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