7 Battlecard Templates

Designed & Customizable for Any Business

About These Battlecard Templates
Competitor battlecards are one of the more popular sales enablement materials businesses create today.
Competitor battlecards provide an overview of a specific competitor’s company, products, and services and
provide guidelines on how to win a deal against that competitor. The most effective battlecards are easy to
consume, up-to-date with the latest competitive intelligence, and tailored to the sales process.

These templates have been crafted based on best practices gleaned from researching a variety of companies’ real
life battlecards. They draw from the design, content structure, and formats that were most common among the
battlecards reviewed. The goal with these templates is to make the process of creating effective battlecards
easier, sharing the lessons from peers in the industry and providing a head start on creating the materials
themselves, so that you can get straight down to helping your sales team win more competitive deals. Simply
customize with your branding, competitors, and content, and share with your team!
 Brief description of the company, product, and market that they
Overview sell to. Keep it short and sweet, just 1-2 sentences.

1. Competitor’s key strength – Include a short description of this strength.

Strengths 2. Competitor’s key strength – Include a short description of this strength.
3. Competitor’s key strength – Include a short description of this strength.

1. Competitor’s weakness – Reveal their weakness and why it’s important.

Short summary Weaknesses 2. Competitor’s weakness – Reveal their weakness and why it’s important.
3. Competitor’s weakness – Reveal their weakness and why it’s important.
of core
messaging 1. Key Takeaway – Highlight why customers choose your solution over
this competitor’s, likely tied to one of their weaknesses
2. Key Takeaway – Highlight why customers choose your solution over
VS. Why We Win this competitor’s, likely tied to one of their weaknesses
3. Key Takeaway – Highlight why customers choose your solution over
this competitor’s, likely tied to one of their weaknesses

• What is a question a sales rep can ask to best position your solution?
Questions to Ask • What is a question a sales rep can ask to best position your solution?
• What is a question a sales rep can ask to best position your solution?

• Objection – Describe how to handle a common objection to your solution

Short summary Handling when compared to the competitor’s
of core Objections • Objection – Describe how to handle a common objection to your solution
when compared to the competitor’s
messaging
 Battlecard
Company Overview
Brief description of the company,
product, and market that they sell to.
Keep it short and sweet, just 1-2 sentences.
Products
• Product Name – short description of
what it is and who it’s for
• Add details if needed
• Add details if needed
• Add details if needed
• Product Name – short description of
what it is and who it’s for
• Product Name – short description of
what it is and who it’s for
Pricing
Package 1 - $x and highlights of what’s
included
Package 2 - $x and highlights of what’s
included
Strengths
1. Competitor’s key strength –
Include a short description of a
strength of this competitor’s solution.
2. Competitor’s key strength –
Include a short description of a
strength of this competitor’s solution.
3. Competitor’s key strength –
Include a short description of a
strength of this competitor’s solution.
Weaknesses
1. Competitor’s weakness – Reveal a
weakness of this competitor’s solution
and how your solution differs.
2. Competitor’s weakness – Reveal a
weakness of this competitor’s solution
and how your solution differs.
3. Competitor’s weakness – Reveal a
weakness of this competitor’s solution
and how your solution differs.
How We Win
1. Key Takeaway – Highlight why
customers choose your solution over
this competitor’s.
2. Key Takeaway – Highlight why
customers choose your solution over
this competitor’s.
3. Key Takeaway – Highlight why
customers choose your solution over
this competitor’s.
Potential Landmines
• Topic or feature – Example of your
own weakness that may be surfaced,
and how to handle on a sales call
• Topic or feature – Example of your
own weakness that may be surfaced,
and how to handle on a sales call
• Topic or feature – Example of your
own weakness that may be surfaced,
and how to handle on a sales call
 See all the Pied Piper battlecards at
internalwiki.com/battlecards or in
the slack channel #competitors
Battlecard

COMPANY OVERVIEW WHY WE WIN WHY WE LOSE

Brief description of the
company, product, and Describe reason #1 why we win Some details here
market that they sell to. Keep it • Include supporting points • Some more points here
short and sweet. • Include supporting points • More points here

PRODUCTS Describe reason #2 why we win Some details here

Product names and short • Include supporting points • Some more points here
descriptions of what they are and • Include supporting points • More points here
who they’re for.
Describe reason #3 why we win Some details here
CUSTOMERS • Include supporting points • Some more points here
• Include supporting points • More points here
Describe the markets that they
target and mention some of their
notable customers.

PRICING “Quote from customer “Quote from customer that

Pricing starts at $x or describe highlighting why we win” switched from competitor.”
pricing ranges and structure. - Name, Title, Company - Name, Title, Company

Company Overview
Brief description of the company,
product, and market that they sell to.
Keep it short and sweet, but highlight
the company’s messaging, team, and
market focus.
Products
Product Name – short description of
what it is and who it’s for
• Add details if needed
• Add details if needed
Product Name – short description of
what it is and who it’s for
• Add details if needed
• Add details if needed
Pied Piper vs. Hooli Battlecard
Competitor Claims & How to Handle Them
Claim How to Respond
Competitor’s • Talking point on how to respond
claim against you • Talking point on how to respond
Competitor’s • Talking point on how to respond
claim against you • Talking point on how to respond
Competitor’s • Talking point on how to respond
claim against you • Talking point on how to respond
• Talking point on how to respond
Competitor Weaknesses & Sales Trap Questions
Weakness Sales Questions
Competitor • Provide prompts the sales team can use to help prospect
weakness uncover competitor’s weakness
Competitor • Provide prompts the sales team can use to help prospect
weakness uncover competitor’s weakness
Competitor • Provide prompts the sales team can use to help prospect
weakness uncover competitor’s weakness
• Provide prompts the sales team can use to help prospect
uncover competitor’s weakness
Hooli Battlecard Page 1 of 2
 Pied Piper vs. Hooli Battlecard
Key Feature Comparison Pricing Comparison Notable Customers
Feature PP H Hooli Pricing Hooli Customers
• Package 1 $x
Feature name/description Y Y
• Details on what’s included
Feature name/description Y Y • Callouts on limitations
Feature name/description Y N • Package 2 $x
• Details on what’s included
Feature name/description Y N • Callouts on limitations
Feature name/description Y P • Package 3 $x
• Details on what’s included
Feature name/description Y $$ • Callouts on limitations

Feature name/description $$ $$ Pied Piper Pricing Pied Piper Customers

Feature name/description N Y • Package 1 $x
• Details on what’s included
Feature name/description N $$ • And typical use cases
Feature name/description Y P • Package 2 $x
• Details on what’s included
Feature name/description Y N • And typical uses cases
Feature name/description Y N • Package 3 $x
• Details on what’s included
Feature name/description P N • And typical use cases

Hooli Battlecard Page 2 of

 HOOLI BATTLECARD Last updated: September 2018

HOOLI KEY TAKEAWAY

OVERVIEW
Summarize how you’re able to win against this competitor, highlighting your strengths and why
Company description that customers choose your solution in competitive sales situations. Try writing this in such a way
highlights their history, that a sales executive can read it as part of a sales call and it will successfully tee up the
their messaging, their conversation to go well.
products, and their
target market. HOOLI STRENGTHS
Mention some of the key 1. Competitor’s key strength – Include a short description of this strength.
points about their 2. Competitor’s key strength – Include a short description of this strength.
strengths & 3. Competitor’s key strength – Include a short description of this strength.
weaknesses and key 4. Competitor’s key strength – Include a short description of this strength.
points to know about their 5. Competitor’s key strength – Include a short description of this strength.
approach.

Tee up an understanding HOOLI WEAKNESSES

of why your solution is
superior – high level 1.
points on how to go up 2.
against this competitor. 3.
4.
Learn more: hooli.com
Competitor’s weakness – Reveal their weakness and why it’s important.
Competitor’s weakness – Reveal their weakness and why it’s important.
Competitor’s weakness – Reveal their weakness and why it’s important.
Competitor’s weakness – Reveal their weakness and why it’s important.
 HOOLI BATTLECARD Last updated: September 2018

FEATURE COMPARISON PRICING COMPARISON

Hooli Pied Piper Hooli Pricing

Overview of the competitor’s pricing model, packages,
Feature Name Y Y and extra charges.
Feature Name Y Y Reference: www.hooli.com/pricing
Feature Name Y Y
Pricing Example
Feature Name Limited Pro Package Describe a typical customer case and how the charges
Feature Name Limited Y would add up with the competitor’s solution.
• Pricing detail #1
Feature Name Y Y
• Pricing detail #2
Feature Name N Pro Package • Pricing detail #3
Feature Name N Limited Total Cost: $x
Feature Name Limited Y
Then compare that customer case with your own
Feature Name Limited Limited pricing model.
• Pricing detail #1
• Pricing detail #2
• Pricing detail #3
Total Cost: $x (cost savings of $y per year)
Pied Piper vs. Hooli at a glance

Pied Piper Hooli

In a Nutshell Short description of the company, its Short description of the company, its
products, and its customers. products, and its customers.
Year Founded 2005 2000
Headquarters San Francisco, CA Chicago, IL
Funding $100M $80M
Employee Count Approx. 500 Approx. 200
Customer Count Approx. 1,000 Approx. 200
Key Messaging Points • Key point – used in sales/marketing • Key point – used in sales/marketing
• Key point – used in sales/marketing • Key point – used in sales/marketing
• Key point – used in sales/marketing • Key point – used in sales/marketing
Recent Wins vs. Hooli Customer Name – short description of why we won
(Link to More) Customer Name – short description of why we won
Recent Losses vs. Hooli Customer Name – short description of why we lost & lesson learned
(Link to More) Customer Name – short description of why we lost & lesson learned

Battlecard
COMPETITOR
OVERVIEW
Brief description of the
company, product, and
market that they sell to. Keep it
short and sweet.
Note any high level product details
that are needed for context.
And mention some of their notable
customers as well as notable
customers who have chosen your
solution over theirs.
“Quote from customer that
switched from competitor.”
- Name, Title, Company
See all the Pied Piper battlecards at
internalwiki.com/battlecards or in
the slack channel #competitors
PIED PIPER COMPETITIVE DIFFERENTIATORS
1
Reason #1
• Include supporting points, highlighting your strength over the competitor
• Include supporting points, highlighting the competitor’s weakness
• Include supporting points, including customer quotes or other proof
points
2
Reason #2
• Include supporting points, highlighting your strength over the competitor
• Include supporting points, highlighting the competitor’s weakness
• Include supporting points, including customer quotes or other proof
3
points
Reason #3
• Include supporting points, highlighting your strength over the competitor
• Include supporting points, highlighting the competitor’s weakness
• Include supporting points, including customer quotes or other proof
points