Battlecards¶
Sales-ready competitive positioning documents
Overview¶
Quick-reference competitive battlecards for sales conversations, organized by competitor type.
Battlecard Structure¶
# Battlecard: [Competitor Name]
**Last Updated**: [Date]
**Threat Level**: [High/Medium/Low]
## Quick Position (30 seconds)
[Elevator pitch positioning against this competitor]
## Competitor Overview
- **Type**: [MSP/MSSP/Consulting/Tool]
- **Size**: [Employees, locations]
- **Target Market**: [Who they sell to]
- **Pricing**: [Model, typical range]
## Their Strengths
- [Strength 1]
- [Strength 2]
## Their Weaknesses
- [Weakness 1 - how to exploit]
- [Weakness 2 - how to exploit]
## Our Advantages
| Advantage | Evidence |
|-----------|----------|
| [Advantage 1] | [Proof point] |
| [Advantage 2] | [Proof point] |
## Trap Questions
Questions to ask prospects that favor us:
- "How do they handle vendor conflicts?"
- "What's their compliance track record?"
## Objection Handling
| Objection | Response |
|-----------|----------|
| "They're cheaper" | [Response] |
| "They're bigger" | [Response] |
## Win Stories
[1-2 sentence summary of won deals against this competitor]
Battlecard Categories¶
| Category | Priority | Update Frequency |
|---|---|---|
| Direct Competitors | High | Monthly |
| Regional MSPs | Medium | Quarterly |
| Compliance Tools | Medium | Quarterly |
| Enterprise Players | Low | Semi-annual |
Usage Guidelines¶
- Review before competitive deals
- Don't disparage competitors directly
- Focus on our strengths, not their weaknesses
- Update after competitive wins/losses