Sales Battlecards

Competitive Battlecards 101: Templates to Improve Your Battlecards

February 22, 2018 by Katie Berg

Competitive battlecard templates are tricking you. When you Google, “competitive battlecards,” you’ll get good-looking Word docs, PDFs and PowerPoint decks. They have nicely formatted little boxes with pre-set headings just begging to be filled with all of your competitive content. This does not improve your battlecards.

Do you know what it actually does? It encourages you to fill space.

Competitive battlecards shouldn’t be “filled up”, they should contain the absolute minimum amount of content needed to enable your sales team to convert a prospect into a client. Period.

Better Battlecard Templates

In a world where “content is king,” when it comes to competitive intelligence for sales, only meaningful content is effective.

To provide an alternative to the over-formatted competitive battlecard templates out there, we’ve started a series called Competitive Battlecards 101.

The concept is simple: change how you think about making battlecards.

Rather than using a single template for all of your competitors, we want to give you the tools to understand each of the individual cards that can be used to build a full and effective battlecard.

Each post gives you one new competitive card to add to your arsenal, diving into the strategy behind each individual card that makes up the full deck you see above. The articles will be short and sweet. No fluff. Just the facts on what the card is, how to build it, and when and why to use it. There’s a smarter way to arm your sales team and it impacts your bottom-line.

Subscribe to the series and start reframing how you think about creating competitive battlecards. Oh, and win deals faster.

Competitive Battlecards 101 is an in-depth guide to building sales battlecards with battlecard templates and sales battlecard examples

Next up in Competitive Battlecards 101

First up in our series will be the “Approach-to-Market” card.

The Approach-to-Market card explores your competitors’ go-to-market strategy and looks at the verticals and departments they serve and how they sell. If you can understand how the sales reps you face-off against are selling, you’ll make better decisions about your own sales strategy.

Competitive Battlecard Template Library:

You can check out all of the battlecards in our library to-date by following the links below:

Subscribe to the series  Competitive Battlecards 101 and we’ll send you a new card each week so you can start building your library of competitive strategies.

Competitive Battlecards 101: Sales Battlecard templates and examples


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.