competitive-battlecard
Competitive Battlecard generates a sales-ready one-page document comparing your product against a named competitor, including positioning, feature comparison, pricing analysis, objection responses, and win/loss patterns. Use this when briefing sales teams before competitive deals, creating marketing collateral, or preparing responses to prospect questions about why your solution beats a specific alternative.
git clone --depth 1 https://github.com/phuryn/pm-skills /tmp/competitive-battlecard && cp -r /tmp/competitive-battlecard/pm-go-to-market/skills/competitive-battlecard ~/.claude/skills/competitive-battlecardSKILL.md
## Competitive Battlecard Create a concise, sales-ready battlecard for use against a specific competitor. ### Context You are creating a competitive battlecard for **$ARGUMENTS**. Use web search to research the competitor's current product, pricing, positioning, and recent changes. If the user provides files (feature lists, win/loss data, sales call notes), read them first. ### Instructions 1. **Research the competitor** (use web search): - Current product offerings and features - Pricing tiers and model - Target market and positioning - Recent product launches or changes - Known strengths and weaknesses - Customer reviews and sentiment (G2, Capterra, Reddit) 2. **Create the battlecard** with these sections: ### Company Overview - Founded, HQ, funding/revenue (if public) - Target market and ICP - Positioning in one sentence ### Quick Comparison | Capability | Us | Them | Winner | |---|---|---|---| | [Feature area 1] | [Our approach] | [Their approach] | [Us/Them/Tie] | | [Feature area 2] | ... | ... | ... | | Pricing | ... | ... | ... | | Support | ... | ... | ... | ### Where We Win - [Advantage 1]: [Proof point or customer quote] - [Advantage 2]: [Specific capability they lack] - [Advantage 3]: [Better approach with reasoning] ### Where They Win - [Their strength 1]: [Our counter-positioning] - [Their strength 2]: [How we mitigate this gap] ### Common Objections & Responses | Prospect Says | Respond With | |---|---| | "Competitor X has [feature]" | "[Our alternative approach and why it's better for them]" | | "They're cheaper" | "[Value framing: total cost of ownership, ROI, hidden costs]" | | "They're more established" | "[Our advantages: speed, innovation, focus, support]" | ### Landmines to Plant Questions to ask the prospect that highlight competitor weaknesses: - "How important is [area where we excel] to your team?" - "Have you evaluated [specific capability they lack]?" ### Win/Loss Patterns - We tend to win when: [pattern] - We tend to lose when: [pattern] - Key differentiator in competitive deals: [what tips the scale] 3. **Keep it scannable**: Sales reps need to reference this during calls. Use tables, bold text, and short bullets. Save as markdown. Format for easy printing or sharing in Notion/Confluence. --- ### Further Reading - [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)
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