Competitive Battlecard Template

Sales one-pager per competitor: when we meet them, win-loss snapshot, strengths, objection handling, landmine questions, proof

MarketingLeancompetitive battlecardUpdated Oct 29, 2026

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How to use: Use it when sales needs a quick brief on one competitor before a call. Fill the win-loss snapshot and sourced comparison first. The main pitfall is unsourced or outdated claims about the competitor.

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Competitive Battlecard: [Our product] vs [Competitor]

A one-page, sales-facing summary for one competitor: when we meet them, where we win and lose, how to handle their claims, the questions that expose the difference, and proof. Based on common business-to-business sales enablement practice. Replace every [bracketed] value and every row marked Example.

Field	Value
Competitor	[Competitor name]
Card owner	[@product-marketing]
Sources checked	YYYY-MM-DD
Next review	YYYY-MM-DD
Classification	Internal, do not share with customers

When you meet them

[Example: In 31% of mid-market deals last two quarters, usually when the buyer already uses the competitor's expense product.]

Win and loss snapshot

Measure (Example)	Value
Head-to-head deals, last 12 months	42
Won	25 (59.5%)
Top reason we win	Native ERP integration live in under 4 weeks
Top reason we lose	Bundled pricing with their expense product

Where we win and where they are strong

Area	Us (Example)	Them (Example)	Source
ERP integration	Native for three mid-market ERPs	File import only for two of them	Their help centre, YYYY-MM-DD
Approval workflows	Multi-entity rules	Single entity in base plan	Their pricing page, YYYY-MM-DD
Bundle with expenses	Partner integration	Native	Their website

Objection handling

They say (Example)	Respond with
"We are cheaper if you also use our expense tool."	Ask for the total cost over three years including implementation; share the time-to-live case study.
"Larkspan is a small vendor."	Offer security documentation and two reference calls in the buyer's industry.

Landmine questions

[Example: "How many weeks did your last ERP integration take, and who maintained it?"]
[Example: "How do you approve invoices across entities with different limits?"]

Proof

[Example: case study: 40-person finance team, close shortened by one day]
[Example: reference customers in wholesale distribution]

Standard and licence note

Based on common sales enablement practice for competitive battlecards. The structure, text and fictional example are original. Check comparative claims with legal review before using them outside sales conversations. Related templates: product/competitive-analysis, marketing/ideal-customer-profile, marketing/messaging-framework, sales/win-loss-analysis. Template licence: MIT.

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