# 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*.

<!--
Guidance: How to use this template
- One card per competitor, one page. Long analysis belongs in
  `product/competitive-analysis`; the card is what a rep reads five
  minutes before a call.
- Every statement about the competitor needs a dated, lawful source:
  their public website, published pricing, analyst notes you licensed,
  or win-loss interviews. Never use confidential information obtained
  improperly.
- Be fair. Reps lose credibility when a buyer catches an exaggeration,
  and comparative claims in advertising must be accurate and verifiable
  under consumer and advertising rules in many countries.
- Common pitfall: a card nobody updates. Set a review date.
- The example compares Larkspan with Ostrander Payables, both fictional.
-->

| 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

<!-- Guidance: Deal types, segments and how often, from CRM data. -->

[*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

<!-- Guidance: Neutral questions that let the buyer discover a real difference. -->

- [*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.