Context Slice Competitive Battlecard
Required context:
- Competitor name
- Positioning data: their strengths, weaknesses, pricing
- Your differentiators and where you win
Structure:
# Battlecard: vs [Competitor Name]
## Quick Reference
| Factor | Us | Them |
|--------|-----|------|
| Primary strength | [Our edge] | [Their edge] |
| Pricing model | [Model] | [Model] |
| Target market | [Segment] | [Segment] |
| Key differentiator | [What sets us apart] | [What sets them apart] |
## Where We Win
✅ **[Scenario 1]:** [Why we win in this situation]
✅ **[Scenario 2]:** [Why we win here]
✅ **[Scenario 3]:** [Advantage]
## Where We're Weaker
⚠️ **[Area]:** [Honest assessment + how to handle it]
⚠️ **[Area]:** [Assessment + mitigation]
## Quick Talk Track
**When they mention [Competitor]:**
> "[Acknowledgment]. The key difference is [differentiator]. For example, [specific proof point]. What matters most to you: [their strength] or [our strength]?"
**When they're evaluating both:**
> "Happy to do a side-by-side. Where [Competitor] focuses on [their approach], we [our approach]. Customers like [Name] chose us because [reason]."
## Common Objections from Their Users
| Objection | Response |
|-----------|----------|
| "They're cheaper" | [Response with value framing] |
| "They have [feature]" | [Response] |
| "We already use them" | [Migration/switching response] |
## Landmines to Set
- Ask about [area where they're weak]
- Probe on [pain point they can't solve]
- Request [proof they can't provide]
## Proof Points
- **[Customer]:** [Quote or result vs competitor]
- **[Stat]:** [Comparative data point]Competitive Positioning Analysis
Required context:
- Competitor name
- Your product's strengths to compare against
- (Ideally) Research on their pricing, wins/losses, sales motion
Structure:
# Competitive Analysis: [Competitor Name]
## Company Overview
| Attribute | Detail |
|-----------|--------|
| Founded | [Year] |
| Funding/Revenue | [Amount] |
| Headcount | [Estimate] |
| Target Market | [Segments] |
| Positioning | [How they describe themselves] |
## Product Comparison
| Capability | Us | Them | Edge |
|------------|-----|------|------|
| [Capability 1] | [Rating/Detail] | [Rating/Detail] | [Who wins] |
| [Capability 2] | [Rating/Detail] | [Rating/Detail] | [Who wins] |
## Pricing Model
**Their approach:** [Description]
**How it compares:** [Analysis]
**Implications:** [What this means for deals]
## Recent Activity
- **Wins:** [Known customer wins]
- **Losses:** [Known churned customers or lost deals]
- **Product updates:** [Recent launches]
- **Funding/news:** [Relevant announcements]
## Sales Motion
- **Primary channel:** [Direct/PLG/Partner]
- **Typical deal size:** [$X]
- **Sales cycle:** [Length]
- **Decision maker:** [Typical buyer]
## Our Positioning vs Them
**Lead with:** [Our strongest differentiator]
**Avoid:** [Topics where they're stronger]
**Reframe:** [How to position their strength as a weakness]
## Sources
- [Links to reviews, articles, data sources]Sales Enablement One-Pager
Required context:
- Product name and target persona
- Key benefits and features
- Common use cases
- Competitor differentiators
Structure:
# [Product Name] for [Persona]
## The Problem
[1-2 sentences on the pain point this persona faces]
## The Solution
[1-2 sentences on how your product solves it]
## Key Benefits
✅ **[Benefit 1]:** [How it helps them specifically]
✅ **[Benefit 2]:** [Specific value]
✅ **[Benefit 3]:** [Outcome they care about]
## How It Works
1. **[Step 1]:** [Brief description]
2. **[Step 2]:** [Brief description]
3. **[Step 3]:** [Brief description]
## Common Use Cases
| Use Case | Example | Result |
|----------|---------|--------|
| [Use case 1] | [Concrete example] | [Outcome] |
| [Use case 2] | [Example] | [Outcome] |
## Why Us vs Alternatives
| Factor | Us | Alternative |
|--------|-----|-------------|
| [Key factor] | [Our approach] | [Their approach] |
| [Key factor] | [Our advantage] | [Their limitation] |
## Social Proof
> "[Customer quote]" — [Name, Title, Company]
**Results:** [Specific metric or outcome]
## Next Steps
- [CTA 1: Low commitment]
- [CTA 2: Medium commitment]
- [CTA 3: High commitment]Objection Rebuttals
Required context:
- 2-3 specific objections to address
- (Helpful) Supporting stats, stories, or proof points
Structure:
## Objection Rebuttals
### "[Objection 1]"
**Acknowledge:**
> "I hear that a lot, and it's a fair concern..."
**Reframe:**
> "The way I'd think about it is [reframe that shifts perspective]..."
**Evidence:**
> "[Specific stat, customer story, or proof point]"
**Bridge back:**
> "What matters most here is [tie to their priority]. Does that resonate?"
---
### "[Objection 2]"
**Acknowledge:**
> "[Validation of their concern]"
**Reframe:**
> "[New way to look at it]"
**Evidence:**
> "[Proof point]"
**Bridge back:**
> "[Question to move forward]"
---
### "[Objection 3]"
**Acknowledge:**
> "[Validation]"
**Reframe:**
> "[Perspective shift]"
**Evidence:**
> "[Data or story]"
**Bridge back:**
> "[Next step question]"Rules:
- Never dismiss the objection—acknowledge first
- Use "and" not "but" after acknowledging
- Evidence must be specific (names, numbers, outcomes)
- Always end with a question that moves the conversation forward
- Keep each rebuttal under 60 seconds when spoken
Customer Proof Points
Required context:
- Product or competitor to find proof points for
- (Specify) Focus area: reviews, social mentions, testimonials
Structure:
## Customer Proof Points: [Product Name]
### Positive Feedback
**1. "[Quote]"**
- **Source:** [Platform/Site]
- **Persona:** [Role/Title if known]
- **Theme:** [What they're praising]
- **Link:** [URL]
**2. "[Quote]"**
- **Source:** [Platform]
- **Persona:** [Role]
- **Theme:** [Theme]
- **Link:** [URL]
### Criticism / Concerns
**1. "[Quote]"**
- **Source:** [Platform]
- **Persona:** [Role]
- **Theme:** [What they're criticizing]
- **Link:** [URL]
### Themes Summary
| Theme | Sentiment | Frequency | Example Quote |
|-------|-----------|-----------|---------------|
| [Theme 1] | Positive/Negative | [Common/Rare] | "[Short quote]" |
| [Theme 2] | [Sentiment] | [Frequency] | "[Quote]" |
### Usable Proof Points for Sales
- **For [objection/use case]:** Use quote from [Source] about [theme]
- **For [situation]:** Reference [customer type] feedback on [topic]
### Sources Checked
- [G2, Capterra, TrustRadius, etc.]
- [Social: Twitter, LinkedIn, Reddit]
- [Review sites specific to industry]