Sales Battle Cards: An Extensive Guide [Examples + Templates]

Sales Battlecard

An Extensive Guide to Sales Battlecards

Salespeople are known for their fearlessness. They will jump at any call without a doubt and bring money to the company. There’s one thing though that can heighten their defenses and add pressure to their every move and that’s the mention of their competitors. In the highly competitive world of sales, understanding and effectively managing competition is crucial. In fact research shows that more than 50% of deals are competitive which means that in half of the cases your sales team is competing against a competitor in a deal. This is why many companies have started to find ways to effectively equip their sales people with everything they need to beat competition. The most popular one? Exactly what you are looking for – battelcards. Before we delve into the specifics of sales battlecards, let’s first explore why they play such a vital role in the sales industry.

What is a sales battlecard?

What is a Sales Battlecard?

A sales battlecard is a powerful tool in the world of sales. It's essentially a concise document that contains essential information about your competitors, their products or services, and how your offerings compare. Think of it as a strategic cheat sheet that equips your sales team with the knowledge they need to engage effectively with prospects and customers. In this section, we'll explore the fundamentals of sales battlecards, including who creates them, who uses them, and why they are vital in the competitive landscape of sales.

Who uses and who creates battle cards?

Who Creates and Who Uses Sales Battlecards?​

Sales battlecards are not the sole responsibility of one team or individual within a company. Typically, a collaborative effort is required to create them. Various departments, including sales, marketing, product, and competitive intelligence, contribute their insights to ensure that these battlecards are accurate and effective. The key players in their creation are:

Product Marketing: Product marketers play a central role in crafting battlecards. They possess in-depth knowledge of the company's products and understand how they stack up against competitors. Product marketers provide insights into product differentiators, pricing strategies, and positioning.

Sales Enablement: Sales enablement teams collaborate closely with product marketing to create battlecards. They understand the specific needs of the sales force and ensure that battlecards are user-friendly and effective tools for sales reps.

Competitive Intelligence: Competitive intelligence professionals are responsible for gathering and analyzing data about competitors. They provide critical insights into the strategies, strengths, and weaknesses of rival companies, which are then incorporated into the battlecards.

Now, let's talk about who uses these battlecards. The primary users are, of course, the sales teams. They rely on battlecards to swiftly access crucial information during sales calls or meetings. However, battlecards can also benefit various other teams withint the business. Among them marketing teams, product teams, customer success teams and leadership and competitive strategy teams. Let's explore the benefits in more detail:

Benefits of Battlecards for Marketing Teams

Sales teams benefit significantly from battlecards as they provide quick and easy access to valuable information about competitors and their products or services. This knowledge helps sales representatives address objections, highlight their product’s unique selling points, and tailor their sales pitches to resonate with the prospect’s specific needs. Sales teams can engage in more informed and productive conversations with potential customers, increasing their chances of closing deals successfully.

Benefits of Battlecards for Sales Teams

For marketing teams, battlecards offer insights into competitors’ marketing strategies, messaging, and positioning. This information helps marketers refine their own strategies, create more targeted campaigns, and identify opportunities to differentiate their products or services in the market. Battlecards enable marketing teams to align their efforts with sales and ensure consistent messaging across all customer touchpoints.

Benefits of Battlecards for Product Teams

Product teams can leverage battlecards to gain a deeper understanding of competitors’ offerings and features. This knowledge informs product development decisions, allowing teams to prioritize feature enhancements or new product features that directly address customer needs and competitive gaps. Battlecards empower product teams to stay ahead in the innovation race and make data-driven decisions.

Benefits of Battlecards for Customer Success Teams

Customer success teams can use battlecards to proactively identify potential challenges or objections that existing customers may face due to competitor activities. This enables them to provide tailored support and solutions to customers, ultimately improving customer retention and satisfaction. Battlecards help customer success teams anticipate and address customer concerns effectively.

Benefits of Battlecards for Leadership and Competitor Strategy Teams:

For leadership and strategy teams, battlecards offer a comprehensive view of the competitive landscape, helping them make informed decisions about market positioning, pricing, and overall business strategy. Battlecards assist in identifying emerging trends, potential threats, and opportunities in the market, enabling organizations to adapt and thrive in a competitive environment.

By providing these benefits to various teams within an organization, battlecards become a versatile tool for achieving competitive advantage and driving business success.

The Importance of Battle Cards in the Sales Industry

Battle cards play a pivotal role in the sales industry for several compelling reasons:

1. Empowering Sales Teams: Battle cards provide sales teams with readily accessible information about competitors, products, and strategies. This empowers salespeople to engage confidently with prospects and customers.

2. Competitive Edge: In a competitive marketplace, having a thorough understanding of competitors’ strengths and weaknesses can give a sales team a significant edge. Battle cards help sales reps position their offerings effectively.

3. Consistency in Messaging: Battle cards ensure that sales messaging remains consistent across the organization. This consistency is crucial for building a strong and unified brand image.

4. Enhanced Product Knowledge: For sales reps, in-depth product knowledge is essential. Battle cards equip them with the information they need to showcase product features and benefits effectively.

5. Efficient Training: Onboarding new sales team members becomes more efficient with the use of battle cards. They serve as valuable training tools, accelerating the learning curve.

6. Improved Customer Conversations: Battle cards guide sales reps on how to handle common objections and questions. This results in more productive and effective customer interactions.

7. Strategic Decision-Making: Battle cards contribute to data-driven decision-making by providing insights into competitor strategies and market trends.

8. Scalability: As sales teams grow, maintaining consistent messaging becomes increasingly challenging. Battle cards help scale sales efforts while ensuring uniformity.

9. Sales Enablement: Battle cards are a critical component of sales enablement strategies. They facilitate collaboration between sales and marketing teams, aligning their efforts.

10. Continuous Improvement: The feedback loop created by using battle cards allows organizations to continuously refine their sales strategies, staying agile and responsive in a dynamic marketplace.

In summary, battle cards are not just tools; they are indispensable assets for sales organizations. They enable sales teams to operate efficiently, differentiate themselves in the market, and ultimately drive revenue growth.

The Role of Battle Cards in Competitive Intelligence

Battle cards serve as the frontline tools for gathering and leveraging competitive intelligence within an organization. Here’s how they fulfill this vital role:

  1. Information Gathering: Battle cards are repositories of valuable data about competitors, including their products, pricing, positioning, and market strategies. Sales teams continuously update battle cards with the latest insights, creating a centralized knowledge hub.

  2. Real-time Updates: In fast-paced industries, staying current with competitor activities is essential. Battle cards are regularly updated to reflect changes in the competitive landscape, ensuring that sales teams are always armed with the latest information.

  3. Competitor Profiling: Battle cards provide detailed profiles of key competitors. These profiles include information on company history, leadership, strengths, weaknesses, and financial performance, enabling sales teams to understand their rivals thoroughly.

  4. Strategic Insights: Beyond basic data, battle cards offer strategic insights. They analyze competitors’ go-to-market strategies, market positioning, and messaging, helping organizations identify opportunities and threats.

  5. Objection Handling: Battle cards include objection handling sections that equip sales reps with responses to common objections raised by prospects. This empowers sales teams to address concerns effectively during sales conversations.

  6. Market Trends: Battle cards keep sales teams informed about broader industry trends and market dynamics. This knowledge helps reps contextualize competitor information and adapt their approaches accordingly.

  7. Competitor SWOT Analysis: Many battle cards include SWOT (Strengths, Weaknesses, Opportunities, Threats) analyses of competitors. This framework aids in understanding how to capitalize on opportunities and mitigate threats.

  8. Win-Loss Analysis: By tracking the outcomes of sales opportunities, battle cards contribute to win-loss analysis. This helps organizations identify patterns of success and areas for improvement.

  9. Market Positioning: Battle cards guide sales reps in positioning their products or services effectively against competitors. This positioning can be adjusted based on the competitive landscape.

  10. Collaboration: Battle cards encourage collaboration between sales, marketing, product, and competitive intelligence teams. Regular cross-functional meetings ensure that battle cards capture a comprehensive view of the competitive landscape.

In essence, battle cards are the linchpin of competitive intelligence efforts. They provide sales teams with the knowledge and tools they need to stay ahead of the competition, adapt to changing market conditions, and consistently win deals.

Main Types of Sales Battle Cards

Sales battle cards come in various types, each tailored to specific needs within the sales process. The use of them at the right moment is key to succeeding in each activation and adoption by a sales team. Here are the main categories:

Competitive BalletCard Example

Competitive Battle Cards

Definition: Competitive battle cards are reference materials used by sales teams to gain insights into their competitors' products, strengths, and weaknesses. They equip sales reps with the knowledge needed to position their own offerings effectively in competitive sales situations.

When to Use: Competitive battle cards are invaluable during competitive sales situations. They help sales reps understand competitors' strengths and weaknesses, enabling them to craft compelling pitches and respond effectively to competitive objections.

Example: In a sales negotiation with a potential client, a salesperson can use a competitive battle card to showcase how their product outperforms a competitor's offering in terms of features and pricing.

Marketing Battle Card Example

Marketing Battle Cards

Definition: Marketing battle cards serve as guides that align sales and marketing efforts by providing consistent messaging, value propositions, and campaign strategies. They ensure that sales reps convey marketing-approved information to prospects.

When to Use: Marketing battle cards are most useful when aligning sales and marketing efforts. They guide sales reps on delivering consistent messaging, value propositions, and campaign strategies.

Example: Sales reps preparing for a product launch can refer to marketing battle cards to ensure that their communication aligns with the marketing team's messaging.

Product Comparison BattleCard

Product Battle Cards

Definition: Product battle cards provide comprehensive information about a company's products or services. They equip sales reps with in-depth knowledge, enabling them to present and demonstrate products effectively.

When to Use: Product battle cards are essential for equipping sales reps with in-depth knowledge about their own products or services. They come into play during sales presentations and product demonstrations.

Example: A sales rep conducting a product demo can utilize a product battle card to highlight key features, benefits, and use cases, showcasing the value of the product to the prospect.

sales enablement battle cards template

Sales Enablement Battle Cards

Definition: Sales enablement battle cards serve as all-encompassing guides for sales reps. They cover various aspects of sales enablement, from best practices to sales methodologies, making them valuable in various sales scenarios.

When to Use: Sales enablement battle cards are versatile and can be used in various sales situations. They provide a comprehensive resource for sales reps looking to enhance their knowledge and skills.

Example: New hires in a sales team can refer to sales enablement battle cards to get up to speed quickly on the organization's sales processes and strategies.

Other Types of Sales Battle Cards


  • Key Talking Points Battlecards: Key talking points battle cards provide concise summaries of essential talking points and value propositions that sales reps should emphasize during customer interactions.

  • Feature Comparison Battlecard: Feature comparison battle cards help sales reps compare their offerings with those of competitors. This aids in highlighting the advantages of their product or service.

  • Industry-Specific Battlecard: Tailored to specific industries, these battle cards include industry trends, compliance requirements, and insights that resonate with prospects in a particular sector.

  • Thought Leadership/Industry News Battlecards: These battle cards provide information on thought leadership content, industry news, and trends that can be shared with prospects to build credibility.

  • Upsell/ABM Battlecard: Designed for upselling to existing customers or for account-based marketing (ABM) strategies, these battle cards outline cross-sell opportunities and personalized approaches.

  • Comprehensive Battle Cards: Comprehensive battle cards aim to cover a broad range of topics, including competitor analysis, product details, objection handling, and market positioning.

  • Question-Based Battle Cards: These cards provide responses to common questions or objections that sales reps may encounter during sales conversations.

  • Value Proposition-Based Battle Cards: Value proposition-based battle cards focus on articulating the unique value that a product or service offers to customers.

  • Partnership Battle Cards: For organizations working with partners or resellers, partnership battle cards contain information on partner programs, collaboration opportunities, and co-selling strategies.

  • Use Case-Based Battle Cards: These battle cards showcase real-world use cases and success stories to demonstrate how the product or service can solve specific customer problems.

  • Objection Handling Battle Cards: Objection handling battle cards equip sales reps with effective responses to objections that may arise during sales interactions.

  • Prospect-Specific Battle Cards: Tailored to individual prospects or accounts, these battle cards include personalized insights and strategies for engaging with specific clients.

Each type of sales battle card serves a unique purpose and is crucial in empowering sales teams with the knowledge and resources needed to navigate the complexities of the sales process and outshine the competition.

Competitive battlecard examples

Illustrating the concept of sales battle cards is best done through practical examples. To provide you with a firsthand experience, we’ve added a few examples featuring a variety of sales battlecards. These samples showcase the diverse formats and content in real-world battle cards used by successful sales and competitive intelligence teams.

Explore Our Sales Battlecard Examples

  1. Slide through the examples below to gain insights into how various organizations structure their battle cards to address different sales scenarios.
  2. From competitor analysis to product-focused battle cards, these examples offer a glimpse into their versatility.
  3. If you’d like to dive deeper into any specific example or even download a battle card template to kickstart your own sales initiatives, simply click on the relevant slide.
Product Battle Card

Free Sales Battlecard Template (Powerpoint)

sales enablement battle cards template

Ready to supercharge your sales efforts with a battle card of your own? We’ve got you covered. Whether you’re a seasoned sales professional or just getting started, our meticulously crafted Sales Battlecard Template is designed to streamline your strategies.

Easy-to-Use: Our template is user-friendly, allowing you to quickly adapt it to your specific sales needs.

Comprehensive: Cover all crucial aspects, from competitor analysis to product details, with our well-structured template.

Customizable: Tailor the template to your unique offerings and industry requirements.

Results-Driven: Equip your sales team with a powerful tool that drives conversions and closes deals.

Download our Sales Battlecard Template now and embark on a journey to outshine your competition.

What are the elements of a Sales Battlecard Template?

Competitor Battle Card Element

A well-structured Sales Battlecard Template is your secret weapon for outperforming the competition. Each element plays a crucial role in helping your sales team excel. All elements should be included for a succesful battle card. The person creating the battlecard though shouldn’t rely on his own input but facilitate the collection of inputs from all different teams. 

  1. Competitor Information: Knowing your rivals’ strengths and weaknesses arms your sales team to position your products effectively against theirs.

  2. Product Insights: Deep knowledge of your own offerings allows your team to highlight key features and benefits, making your solution irresistible.

  3. Target Audience Analysis: Understanding your ideal customers’ needs ensures your sales reps can tailor their pitches for maximum relevance.

  4. Messaging Framework: Crafting persuasive messages and value propositions equips your team to articulate your unique value convincingly.

  5. Objection Handling: Strategies for overcoming objections help your reps address concerns and maintain customer confidence.

  6. Sales Playbooks: Guided approaches provide a roadmap for your sales reps, ensuring they navigate each stage of the sales process effectively.

  7. Case Studies: Real-life success stories demonstrate how your solutions have solved similar challenges, instilling trust in potential customers.

  8. Competitive Analysis Tools: Integration of data from competitive analysis tools keeps your team informed about competitors’ moves in real time.

  9. Visual Aids: Infographics and visuals make complex information easy to understand, enhancing your team’s communication.

  10. Sales Collateral: Access to relevant materials empowers your reps with the resources they need to close deals efficiently.

By including these elements in your battlecard template, you equip your sales team with a comprehensive toolkit to engage prospects confidently and convert leads into loyal customers.

💡 Tip: Great battle cards are the ones who are created with sales in mind. Don’t hesitate to create a feedback loop with sales to add or remove elements from your battlecards.

Simpler or more complex versions of a battle card might work depending on the organization, industry and product nature. 

Battle Card Best Practices

When you are creating battlecards you can’t just create them and expect your sales reps to use them. Remember the role of a sales person is full on meetings so delivering something useful is of utmost importance. To deliver a useful competitive battle card follow these best practices:

  1. Regular Updates: Keep your battle cards up-to-date with the latest information about your products, competitors, and market trends. Stale battle cards can do more harm than good.

  2. Simplicity is Key: Make your battle cards easy to understand. Avoid jargon and complex language that can confuse your sales team.

  3. Visual Elements: Incorporate visual aids such as charts, graphs, and infographics to make the information more digestible.

  4. Customization: Allow for customization based on specific customer needs or sales scenarios. One size doesn’t always fit all.

  5. Accessibility: Ensure that your sales team can access battle cards easily, whether it’s through a centralized platform or mobile access.

  6. Training: Provide thorough training on how to use battle cards effectively. Your sales team should understand when and how to leverage them.

  7. Feedback Loop: Establish a feedback mechanism for your sales team to report on the usefulness of battle cards and suggest improvements.

  8. Integration: Integrate battle cards into your sales processes and workflows. They should be a natural part of your team’s toolkit.

  9. Consistency: Maintain a consistent format and structure across all battle cards. This makes them easier to navigate and understand.

  10. Measurement: Implement ways to measure the impact of battle cards on your sales performance. Are they helping close deals? Use data to fine-tune them.

By adhering to these best practices, your sales battle cards become valuable assets that empower your team to tackle challenges head-on and win more deals.

How to use battle cards in your sales process

Creating a battle card is just the first step. These strategic documents are your ticket to success in competitive sales battles, but only if they’re used effectively. Once you’ve armed your team with these powerful tools, it’s time to dive deeper into their application within your sales process.

  1. Initial Prospect Research: Start your sales process with thorough prospect research. During qualification calls, it’s vital for your Sales Reps to prioritize identifying the prospect’s pain points and challenges. After that the next most important thing is identifying your competitors. Encourage them to ask probing questions like, “Have you explored alternative solutions?” These inquiries empower your Account Executives to gather crucial information for future follow-up calls and tailor their approach to the prospect’s needs.
  2. Competitor Identification: Once you’ve gathered initial prospect information, shift your focus to competitor identification. Leverage your battle card to pinpoint the primary competitors vying for the deal.
  3. Competitor Analysis: Dive deeper into the battle card to gain a comprehensive understanding of each competitor. Assess their strengths and weaknesses. Highlight what sets your offering apart from the competition. If you want to go a step further you can use competitor analysis tools to gain valuable insights in real-time without hussle.
  4. Tailored Messaging: Craft personalized pitch and messaging based on the prospect’s specific pain points. Showcase how your solution addresses these challenges and why it’s superior to competitors. Rely on insights from your battle card.
  5. Objection Handling: Anticipate objections that may arise during the conversation. Your battle card should provide pre-planned responses and counterarguments to address these objections effectively.
  6. Competitor Comparison: During sales presentations, use visual aids from the battle card to perform side-by-side comparisons of your solution with competitors. Spotlight key advantages that resonate with the prospect.
  7. Reinforce Value: Continually emphasize the unique value your offering brings throughout the sales conversation. Leverage the battle card to underscore these points effectively.
  8. Closing the Deal: When the time comes to close, remind the prospect of the competitive edge your product offers. Share real-world success stories from your battle card to illustrate the benefits.
  9. Post-Sale Insights: After closing the deal, gather feedback and data on the deal’s outcome. Evaluate whether the battle card played a role in securing the business and use this feedback for continuous improvement.
  10. Knowledge Sharing: Foster knowledge sharing within your sales team. Share insights and successful competitor strategies. Update the battle card to reflect these tactics for future use.

    Sales battle cards are dynamic tools that evolve with each sales interaction. Following these steps empowers sales professionals to effectively utilize battle cards, navigate the sales process, outperform competitors, and secure more wins.

How do sales battle cards differ from other sales enablement tools?

Sales battle cards are specific and concise documents that focus on competitive analysis and help sales teams address competition effectively. Unlike other sales enablement tools, which may cover a broader range of topics, battle cards are tailored to provide key insights about competitors, enabling sales teams to navigate competitive landscapes efficiently and close competitive deals.

How can sales battle cards help sales teams improve their performance?

Sales battle cards empower sales teams with in-depth knowledge about competitors, enabling them to tailor their pitches, handle objections effectively, and emphasize the unique value of their offerings. This leads to more informed and persuasive sales conversations, ultimately improving win rates and sales performance. It's calculated that sales battle cards can help companies win 20% more competitive deals.

Are there any software or tools available to help create and manage sales battle cards?

Yes, there are software tools available, including AI-powered solutions like Competitors App, that facilitate the creation, organization, and management of sales battle cards. These tools streamline the process, making it easier to keep battle cards up-to-date and accessible for the sales team.

How can sales battle cards be tailored to specific industries or markets?

Sales battle cards can be customized to address industry-specific challenges and market dynamics. By including industry-specific insights, case studies, and competitive analysis, you can ensure that battle cards are relevant and effective in specific contexts.

What is the process for training sales teams on using sales battle cards?

Training on using sales battle cards should include an introduction to the purpose and content of battle cards, along with practical exercises. Sales reps should learn how to access, navigate, and apply battle card information in sales conversations effectively.

How do sales battle cards contribute to competitive intelligence and analysis?

Sales battle cards are a valuable source of competitive intelligence. They provide up-to-date information on competitors' strengths, weaknesses, and strategies, enabling organizations to continuously analyze and adapt their sales approach to gain a competitive edge.

What challenges can sales battle cards help sales teams overcome?

Sales battle cards help sales teams overcome challenges related to competitor knowledge, objection handling, and differentiation. They provide quick access to information that allows sales reps to address these challenges confidently.

How frequently should sales battle cards be updated to remain effective?

Sales battle cards should be updated regularly to ensure their relevance. The frequency of updates may vary depending on the industry and the pace of change in the competitive landscape. Generally, they should be reviewed and refreshed at least quarterly.

What role do marketing teams play in the development of sales battle cards?

Marketing teams play a critical role in providing market research, competitive analysis, and content that can be incorporated into sales battle cards. Collaboration between marketing and sales teams is essential to create effective battle cards.

Can sales battle cards be used in conjunction with other sales strategies or tools?

Yes, sales battle cards can complement other sales strategies and tools, such as CRM systems, sales playbooks, and sales training programs. They provide a focused resource for addressing competition within the broader sales strategy.

What are the common mistakes to avoid when creating or using sales battle cards?

Common mistakes include outdated information, excessive complexity, and lack of alignment with the sales process. To avoid these, regularly update battle cards, keep them concise, and ensure they align with the sales team's needs.

Are there any industries or businesses for which sales battle cards are not suitable?

Sales battle cards can be adapted for most industries and businesses. However, their effectiveness may vary depending on the level of competition and the complexity of the sales process. In highly specialized or niche markets, battle cards may have limited applicability.

How do you measure the success or impact of sales battle cards on sales performance?

Measuring the impact of sales battle cards involves tracking metrics such as win rates, deal sizes, and sales cycle duration. Analyzing these metrics before and after implementing battle cards can provide insights into their effectiveness.

Are there any legal or ethical considerations when using sales battle cards in a competitive market?

Using sales battle cards ethically requires ensuring that the information presented is accurate and not misleading. Additionally, respect for competitors' intellectual property and confidential information is essential to maintain ethical practices in competitive markets.