Sales Battlecards

What is a Competitor Battlecard?

A great battlecard is a visual aid or document that helps your sales team compete on product, pricing, features, and other comparisons.

Battlecards are generally one-page long and often come in the form of a PowerPoint slide. 

Here are some traditional Sales Battlecard Examples:

Traditional Battlecard Examples

Pros and Cons of Battlecards

A single battlecard can contain a lot of information.Can become dense and hard to read, containing too much text at small font sizes.
Can be stored on the cloud or saved locally and used when needed.Static content quickly goes stale and needs to be manually updated by an administrator.
Powerpoint and PDF are familiar formats for many users.Documents can be difficult to modify. Users want to personalize static content for their needs.
Contains text, images, and news about a competitor.Static text and images quickly go stale and need to be manually updated. Difficult to include videos.
Communicate intel to many people at once.Often shared at quarterly or monthly intervals, intel is tough to locate in real-time when needed.

“To know oneself is to better ones self.  Knowing oneself in comparison to other industry peers enables specifics for improvement.”

Greg Fitzgerald, Co-founder & President – Sevco Security

Are Battlecards Still Effective?

Battlecards are the combination of competitive analysis and listening to your sales team.

A great battlecard can be effective if it has these two qualities:

  1. It provides accurate intelligence when you need it.
  2. The information is constantly refreshed and updated. 

That said, these are also the hardest parts of making battlecards. Here’s why:

The data you need may not be there when you need it most

Battlecards are often provided to teams when they are not needed, such as at a Sales Kickoff (SKO) event. The majority probably won’t read the content, few will actually remember it, and even less will want to go looking for a battlecard when it’s time to compete for a deal. 

The data might not be accurate anymore

Battlecards are rarely refreshed and updated. They’re often saved as a static document and left unused until they’re necessary. This leads to stale, out-of-date cards that leave people disappointed when they’re actually looked at. 

More often than not, sales teams will complain that a battlecard doesn’t have the information that they need, or worse, the information will be out of date. This can lead to embarrassing situations where the customer knows more about the competitor than you do. 

Experience Competitive AI

Observe and understand what your competitors are doing

A New Way to Generate Competitive Battlecards 

Using PowerPoint to make your battlecards is outdated and ineffective because it doesn’t give sales teams the right information at the right time. A better solution is to use a real-time battlecard generator that creates new battlecards automatically with point-in-time intelligence. 

Sales Battlecard Templates

Sales Enablement software such as 1up replaces battlecards with ‘tiles’

Slots are a way to store competitor intelligence by combining AI-generated insights with user-generated comments. Slots are easy to organize, keep themselves refreshed, and most importantly, they are easily available to sales teams wherever and whenever they’re needed.

With 1up tiles, businesses can automate the process of battlecard generation and make relevant battle cards readily available to teams.

Here’s how slots are used to create some of our favorite battlecard templates:

Battlecard Template: Us vs Them

A very simple yet effective way to compare your product with that of your competitors is by visually comparing your products and services. With 1up, you can track your features and compare them against competitors. You can even create a Product Comparison Chart to automatically track key features:

Product Comparison Chart

Battlecard Template: Pricing & Feature Parity

1up automatically tracks key phrases and features on your competitors websites to make sure your chart is up to date. This means that you can discover gaps and opportunities that you didn’t know existed:

Competitive Battlecard
Competitive Battlecard


Do I need battlecards in my business?

That’s a good question. Do you have a sales team? Do they encounter the same competitors time and time again? If the answer is yes, then you should create battlecards.

What if my battlecard has too much information?

This is a common complaint. We naturally feel inclined to load a template with as much information as possible, but remember that the purpose of the document is not to educate the sales team about the company. Rather, it’s to help them win deals with small bits of critical information.

“When everything is being screamed, nothing is being heard.” Your battlecards should contain specific, up-to-date information that can be used in the field. It should be treated as if it were a Q&A mechanism. If you limit the scope of what belongs on a sales battlecard to this criteria then you’ll be able to keep them clear and concise.

How do I keep battlecards up to date?

People think battlecards become stale because they are not updated regularly enough. While this is somewhat true, the reality is closer to, “out of sight out of mind.” A battlecard is not something you look at every day or on every sales call. It’s a reference document that gets reviewed in preparation for a call or during a customer Q&A.

Some people think they can address this by setting a reminder to review a battlecard every few weeks, or once a quarter. The problem is your competitor’s information stream doesn’t move at your desired speed. You might check in at regular intervals only to find that not much has changed. Alternatively, you might check in regularly and find that you can’t keep up with all the data.

That’s why you need to automate the process. The best way to keep competitive content up to date is with a competitive analytics tool like 1up.

How do I create a custom battlecard template?

You can use off-the-shelf templates or you can create your own in PowerPoint. Unfortunately, as we’ve already explored, these quickly become outdated and are not always an effective way to track the competition. With 1up, you can reimagine the battlecard and create a competitive dashboard that’s easier to update and easier to use.