pm-skills/pm-go-to-market/commands/battlecard.md

description, argument-hint

description	argument-hint
Create a sales-ready competitive battlecard — positioning, feature comparison, objection handling, and win strategies	<your product> vs <competitor>

/battlecard -- Competitive Battlecard

Create a concise, sales-ready battlecard that helps your team win deals against a specific competitor. Includes positioning, feature comparison, objection handling, and conversation strategies.

Invocation

/battlecard Our CRM vs Salesforce
/battlecard ProjectFlow vs Monday.com for mid-market teams
/battlecard [upload competitor materials or win/loss data]

Workflow

Step 1: Identify the Matchup

Ask:

• Your product and the specific competitor
• Who is the typical buyer choosing between you?
• Do you have win/loss data or sales feedback?
• What deal stage does this typically come up? (early evaluation, final decision, displacement)

Step 2: Research the Competitor

Apply the competitive-battlecard skill with web research:

• Current product capabilities and recent launches
• Pricing model and published pricing
• Target market and positioning
• Known weaknesses (from reviews, forums, customer feedback)
• Recent company news (funding, leadership, strategy shifts)

Step 3: Generate Battlecard

## Competitive Battlecard: [Your Product] vs [Competitor]

**Last updated**: [today]
**Use when**: [situation where this competitor comes up]

### Quick Summary
**We win when**: [buyer profile and situation where you have advantage]
**We lose when**: [buyer profile and situation where competitor has advantage]
**Key differentiator**: [one sentence]

### Positioning
**How they position**: [their messaging]
**How we position against them**: [our counter-positioning]

### Feature Comparison
| Capability | Us | Them | Verdict |
|-----------|-----|------|---------|
| [capability] | [status] | [status] | [advantage] |

### Pricing Comparison
| Dimension | Us | Them | Notes |
|----------|-----|------|-------|

### Objection Handling
| Objection | Response | Proof Point |
|----------|---------|------------|
| "They have [feature]" | [response] | [evidence] |
| "They're cheaper" | [response] | [TCO analysis] |
| "They're more established" | [response] | [counter] |

### Landmines to Plant
[Questions to ask the prospect that expose competitor weaknesses]
1. "Ask them about [topic] — their answer will reveal [weakness]"

### Trap Questions to Expect
[Questions the competitor will encourage the prospect to ask you]
1. "[Question]" — How to respond: [response]

### Win/Loss Patterns
**We typically win because**: [top 3 reasons]
**We typically lose because**: [top 3 reasons]

### Conversation Starters
**If they're already using [Competitor]**:
- [approach for displacement deals]

**If they're evaluating both**:
- [approach for competitive evaluations]

### Resources
- [Customer story / case study that counters this competitor]
- [Third-party comparison or review]
- [Demo script optimized for this competitive situation]

Save as markdown.

Step 4: Offer Next Steps

• "Want me to create battlecards for other competitors?"
• "Should I run a full competitive analysis of the market?"
• "Want me to draft customer-facing comparison content based on this?"
• "Should I update the positioning based on competitive insights?"

Notes

• Battlecards should be updated quarterly — competitors change fast
• "Landmines" are the most valuable section for sales — teach reps what questions to ask
• Never trash the competitor in front of the prospect — position on your strengths, not their weaknesses
• Win/loss data from real deals is worth 10x any analysis — encourage the user to add it
• Keep it to one page equivalent — sales reps won't read a 10-page document during a call