---
name: Competitive Battlecard
slug: competitive-battlecard
category: Writing
description: "Competitive Battlecard creates sales-ready battlecards comparing your product against a specific competitor, including positioning, feature comparison, objection handling, and win/loss patterns. Use it when preparing sales teams, creating competitive materials, or answering 'why not competitor X?'"
github: "https://github.com/phuryn/pm-skills/tree/main/pm-go-to-market/skills/competitive-battlecard"
stars: 25249
forks: 2707
install: "npx degit https://github.com/phuryn/pm-skills/tree/main/pm-go-to-market/skills/competitive-battlecard ~/.claude/skills/competitive-battlecard"
installs_to: ~/.claude/skills/competitive-battlecard
source_path: pm-go-to-market/skills/competitive-battlecard/SKILL.md
collection_size: 25
category_size: 1012
collection_url: "https://dirskills.com/collections/phuryn/pm-skills"
added: 2026-08-14T07:12:17.988Z
last_synced: 2026-08-14T07:12:17.988Z
canonical_url: "https://dirskills.com/skills/competitive-battlecard"
---

# Competitive Battlecard

Competitive Battlecard creates sales-ready battlecards comparing your product against a specific competitor, including positioning, feature comparison, objection handling, and win/loss patterns. Use it when preparing sales teams, creating competitive materials, or answering 'why not competitor X?'

**Install:**

```bash
npx degit https://github.com/phuryn/pm-skills/tree/main/pm-go-to-market/skills/competitive-battlecard ~/.claude/skills/competitive-battlecard
```

## README

## Competitive Battlecard

Create a concise, sales-ready battlecard for use against a specific competitor.

### Context

You are creating a competitive battlecard for **$ARGUMENTS**.

Use web search to research the competitor's current product, pricing, positioning, and recent changes. If the user provides files (feature lists, win/loss data, sales call notes), read them first.

### Instructions

1. **Research the competitor** (use web search):
   - Current product offerings and features
   - Pricing tiers and model
   - Target market and positioning
   - Recent product launches or changes
   - Known strengths and weaknesses
   - Customer reviews and sentiment (G2, Capterra, Reddit)

2. **Create the battlecard** with these sections:

   ### Company Overview
   - Founded, HQ, funding/revenue (if public)
   - Target market and ICP
   - Positioning in one sentence

   ### Quick Comparison

   | Capability | Us | Them | Winner |
   |---|---|---|---|
   | [Feature area 1] | [Our approach] | [Their approach] | [Us/Them/Tie] |
   | [Feature area 2] | ... | ... | ... |
   | Pricing | ... | ... | ... |
   | Support | ... | ... | ... |

   ### Where We Win
   - [Advantage 1]: [Proof point or customer quote]
   - [Advantage 2]: [Specific capability they lack]
   - [Advantage 3]: [Better approach with reasoning]

   ### Where They Win
   - [Their strength 1]: [Our counter-positioning]
   - [Their strength 2]: [How we mitigate this gap]

   ### Common Objections & Responses

   | Prospect Says | Respond With |
   |---|---|
   | "Competitor X has [feature]" | "[Our alternative approach and why it's better for them]" |
   | "They're cheaper" | "[Value framing: total cost of ownership, ROI, hidden costs]" |
   | "They're more established" | "[Our advantages: speed, innovation, focus, support]" |

   ### Landmines to Plant
   Questions to ask the prospect that highlight competitor weaknesses:
   - "How important is [area where we excel] to your team?"
   - "Have you evaluated [specific capability they lack]?"

   ### Win/Loss Patterns
   - We tend to win when: [pattern]
   - We tend to lose when: [pattern]
   - Key differentiator in competitive deals: [what tips the scale]

3. **Keep it scannable**: Sales reps need to reference this during calls. Use tables, bold text, and short bullets.

Save as markdown. Format for easy printing or sharing in Notion/Confluence.

---

### Further Reading

- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)