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Competitor battlecard template
The whole template is below — copy it, no signup. But the layout was never the hard part. Keeping it true is, and that is where most battlecards quietly die.
The seven sections
Most templates give you boxes. These are the boxes plus the mistake each one invites, which is the part that decides whether a rep opens the card a second time.
01One-line positioning
How they describe themselves today, in their words, from their homepage.
The trap: Writing how *you* describe them. A rep who repeats your framing to a prospect who has read their site sounds uninformed.
02Who they win with
The segment, company size and use case where they genuinely are the better answer.
The trap: Leaving this blank. A battlecard with no losses reads as marketing, and reps stop trusting the rest of it.
03Recent moves
What they shipped, changed or announced in the last 90 days — each with a date and a link.
The trap: The section that rots first. An undated claim is unusable six weeks later because nobody can tell if it is still true.
04Pricing reality
Published price if they have one; the reported range and its source if they do not.
The trap: Stating a number you cannot source. If a prospect challenges it and the rep folds, the whole card is discredited.
05How we win
Two or three specific, checkable contrasts — not adjectives.
The trap: "More flexible", "easier to use". Neither survives a follow-up question.
06Objection handling
The three objections this competitor actually creates, with a one-line answer each.
The trap: Writing answers that only work if the prospect does not push back once.
07Sources
A link for every factual claim above.
The trap: Omitting it. This is what separates a battlecard from a rumour, and it is the section most templates leave out entirely.
Copy the template
Markdown, so it pastes into Notion, Confluence, Google Docs or a Slack canvas without reformatting.
# Battlecard — [Competitor]
_Last verified: [date]_
## Positioning (their words)
> [One line from their homepage, quoted]
## Where they win
- [Segment / use case where they are genuinely stronger]
## Recent moves (last 90 days)
| Date | What changed | Source |
|------|--------------|--------|
| [YYYY-MM-DD] | [What they shipped or changed] | [link] |
## Pricing
- Published: [price, or "none published"]
- Reported: [range] — [source, and who reported it]
## How we win
1. [Specific, checkable contrast]
2. [Specific, checkable contrast]
## Objections they create
- **"[Objection]"** → [One-line answer]
## Sources
- [link]
Why templates go stale
A battlecard is a snapshot of a moving target. Section 3 — recent moves — is out of date within weeks of being written, and section 4 changes without warning whenever the competitor edits a pricing page. Nobody is assigned to notice.
What usually happens next: a rep quotes something that stopped being true two months ago, gets corrected by the prospect, and stops opening the card. The template was fine. The maintenance was the job, and it belonged to nobody.
That is the only real argument for generating these rather than writing them — not speed, but the date stamp and the source link on every line.