Product battlecard template

What is a product battlecard template?

Our battlecard is a concise competitive intelligence tool designed to help sales and product teams effectively position their product against competitors.

When used correctly, it helps you:

• Understand your competitors – Capture key details about their products, pricing, and positioning.
• Highlight your advantages – Identify how your product stands out and address common objections.
• Arm your sales team – Provide clear, compelling responses to competitor claims and customer concerns.
• Improve win rates – Equip your team with the right information to confidently handle competitive conversations.

Who's the battlecard for?

Although it's been designed for product teams, this template is useful for anyone looking to strengthen their competitive edge, including:

• Sales teams who need quick, effective responses to competitor claims.
• Product marketers developing messaging that differentiates their offering.
• Customer success teams handling objections and positioning the product’s value.
• Executives and strategists making data-driven competitive decisions.

If your company is competing in a crowded market, this battlecard will give your team the advantage needed to win more deals.

What’s inside the template?

The battlecard template includes:

• A structured framework for gathering competitive insights.
• Sections for key differentiators to position your product effectively.
• Competitor claims and counterpoints to help your sales team handle objections.
• Clear messaging guidelines to ensure consistency across teams.

With this template, you’ll ensure your team is always prepared for competitive sales conversations.

How to use the template

1. Gather competitive intelligence – Research your competitor’s product, pricing, integrations, and market positioning.
2. Fill in key battlecard sections – Document:
   • Company overview – Competitor’s market focus and key offerings.
   • Product details – Features, pricing, and integrations.
   • Competitor claims – Common selling points and how to counter them.
   • Competitor strengths and weaknesses – How to position your product as the superior choice.
   • The cost of not buying from you – Why choosing an alternative solution is a risk for customers.
3. Equip your sales team – Share the battlecard so they can confidently navigate competitive conversations.
4. Update regularly – Keep the battlecard fresh with new insights and competitor changes.

With this structured and repeatable process, your team can proactively address competitive threats and strengthen your go-to-market strategy.

Download your product battlecard template

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Battle card template

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