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PMA's Battlecard template

Battlecards provide a quick summary of your competitor's product offering so your sales team can better handle questions and objections when talking to a prospect.

Product Marketing Alliance

Your battlecard will be very specific to your business and product, but here’s an overview of the key components any killer template should include plus a few example fillers to fuel your own.

💡 Remember: battlecards should be concise so don’t waffle and keep your points sharp throughout.

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Overview

Brief description of your company, product (incl. very top-level overview of 1-3 features) and audience.

Customer pain points

Why do people buy your product?

💡 Example: vulnerable to data breaches, outdated email marketing solutions, unable to self-sufficiently conduct market research, etc.

Key features

How does your product address all of the customer’s pain points?

Feature name: description/benefit

Quick tips

How can your sales reps get the most out of the opportunity?

💡 Example: Find out what their current solution is early on, ask how many contacts they have, discover what their goals are, etc.

Key differentiators

How do you fare against the competition? Why should people choose you over them?

Metric

You

Competitor 1

Competitor 2

Price

Speed

Support

Security

Apps

There are no rows in this table

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Questions to ask

List two or three questions your reps can ask to best position your product.

Question #1

Question #2

Question #3

Third-party validation

Do you have any reputable accreditations or endorsements? What do existing customers say about you?

💡 Example: “We’re a Gartner-recommended company”, “Customer X took out our service and saw Y return in Z months”, “Customer A completed task B in 20 minutes with us, compared to two hours with competitor C”, etc.

Why we win

How does your product benefit others? And where have you won in the past? Back each benefit up with proof.

Benefit #1: proof

Benefit #2: proof

Benefit #3: proof

Handling objections

What common objections do you face? And how can a sales rep constructively respond to these in a way that keeps the pitch on track?

Objection / response

Pricing

An overview of your pricing, plus how it compares to your competitors’.

Who

Monthly

Annually

You

$50.00

$100.00

Competitor 1

$60.00

$150.00

Competitor 2

$70.00

$200.00

There are no rows in this table

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Relevant customers

Which customers do you already have that they’re likely to relate to? Well-known brands are great for this but remember, if you’re targeting an SME they’re more likely to relate to other SMEs over Fortune 500 companies.