Marketing Product Marketing

Product Marketer’s Guide to Creating Battlecards That Win

October 12, 2017 by Klue

A Product Marketer’s Guide to Creating Battlecards that Win

Product marketing is one of the few job functions that touches product, marketing and sales. They sit right at the intersection of the product team. Their role requires positioning and messaging for products and new features, driving demand and usage, enabling the sales team to understand how to talk about the product, and making sure customers understand how to use it. Product marketers follow the ABC’s = Always-Be-Closing, by understanding the customer.

What’s the challenge? When win rates start to drop, Product marketers may have a general idea of what’s wrong, however they don’t know how to fix it. It could be price, the value proposition, how it’s being conveyed.

Enter the Battlecard.

Product marketers use Battlecards to position their team as an expert, someone who “knows”. Battlecards are the secret weapon to arming sales team with detailed intelligence designed to sell to a specific customer. Winning sales battlecards dig deep on facts and insight. They are up-to-date and readily available.

The Product Marketer’s Guide to Creating Battlecards that Win covers everything from what a Battlecard is, to what every Battlecard should have (if you want to win).

Want to learn more about winning Battlecards? Download our ebook here.