CREATE A BATTLECARD IN SECONDS

AI Battlecard Generator

AI-Generated Sales Battlecards

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Want to quickly generate a sales battlecard template with the key competitor information you need? Get started by using the free sales battlecard generator above.

This AI generator will give you a template and an easy 0-to-1 head start for filling out your competitor’s company info, key talking points, and recent news so you can start your competitor intelligence program.

But how do you go from a template to a pressure-tested and up-to-date competitor battlecard that’ll effectively support your sales reps?

That’s what the rest of this article will equip you with. We’ll show you how to solve the problems of 1) manual competitor research that constantly goes out of date AND 2) stagnate battlecards that reps struggle to find in the heat of a sales call.

Feel free to skip to the section you’re looking for:

An example competitive battlecard, using Uber as an example, that includes strengths & weaknesses, SEO data, and news.

How to create a sales battlecard from a template (that reps will actually use)

71% of businesses that use battlecards say they improve win rates.

But here’s the kicker that was uncovered by a survey of over 700 competitive intel, product marketing, and sales enablement leaders:

53% struggle with battlecard adoption
58% struggle with the time it takes to gather competitive intel
58% struggle with keeping competitive intel up-to-date

Want your sales team to truly feel supported when competitors come up? Follow these 6 steps when you create your battlecards.

(Pro tip: Sign up for a free Ignition account to speed this process up.)

Determine what info to include in your template

What information do your reps need whenever a competitor comes up in a sales conversation?

Here’s what competitor intel your battlecard template should have:

Gather competitive intelligence

There are loads of places for you to research and spy on your competitors. 

Some of these sources you’ll be able to automatically aggregate data from with tools like Ignition, while others you should spend more time on manually to ensure your intel is as accurate and up-to-date as possible.

Review and analyze your competitor’s:

But also gather and analyze competitive intel that you can find internally by:

You can speed up the data aggregation process using competitive intelligence tools. For example, you can:

Fill in your battlecard

There’s a ton of intel that you’ll need to aggregate and analyze as you fill in your battlecard template.

You can get a headstart filling in this information with AI using Ignition’s battlecard generator.

However, you’ll still need to put in the extra work to perfect your battlecards. This means you should:

Make it accessible & user-friendly

Keep the content clear and concise, so your battlecards are easier to use under pressure.

Use bullet points, short sentences, and avoid jargon unless it's industry-standard.

Add visual elements like charts, graphs, and tables to present data more clearly and easier to navigate.

Organize information in a logical flow. Group related content together and use headers and subheaders to create a hierarchy of information to help reps quickly find the information they need.

Add resources as links and files for deeper dives into specific content. 

Don’t forget to make sure your battlecards are easy to use on mobile devices if your reps need them on the go.

Ideally, your battlecards should live on the cloud and integrate with your CRM so they’re easy to access and edit. 

You should be able to update your battlecard, and the updates should be live across your organization and in your CRM.

Get feedback from stakeholders & sales reps

If your sales team doesn’t find your battlecard valuable, it won’t be used, which means sales won’t be properly equipped to handle competitive deals.

To avoid this, you should send your battlecards to stakeholders, sales leaders, and reps for an initial pressure test. Consider: What do they think is missing? What could be changed or added for them to position your company more competitively?

Let your reps use the battlecard in actual sales scenarios as a pilot test. Then, gather feedback on:

How effective was the battlecard for handling objections?
What gaps in information were coming up in sales discussions?

51% of companies use qualitative feedback from stakeholders as a KPI to measure the success of their competitive intelligence program.

Make gathering feedback an ongoing process. Track win rates before and after reps use your battlecard. And make updates to your battlecards as reps bring up issues.

Keep it up-to-date

Set a regular review schedule for updating the battlecards. This could be quarterly, bi-annually, or annually, depending on how quickly your industry or competitive landscape changes. 

Encourage your sales team to report any discrepancies, new competitor tactics, or changes in customer objections they encounter.

You’ll need to keep an ongoing watch on competitor activities through their websites, press releases, social media, and other public communications.

If you sync your battlecards to your CRM, you’ll be able to make sure reps are enabled with the newest battlecards.

When a battlecard is updated, communicate those changes to the sales team so they know and understand the latest intel and positioning.

But let’s be honest: Setting a schedule to update battlecards is easier said than done. You’ll probably be busy focusing on your main responsibilities and won’t know a battlecard is out of date until it's too late – your competitor already stole your lunch.

This is why you need to do preventative maintenance before this happens.

If you use Ignition, you get automatic alerts whenever something changes with a competitor. Then, when you update a battlecard, it’s updated across the sales organization because it’s synced to your CRM.

Create a Battlecard

3 Sales battlecard examples that you can use for inspiration

Example #1: Lyft

View battlecard

Example #2: When I Work

View battlecard

Example #3: Deloitte

View battlecard


Frequently asked questions about sales battlecards

Still trying to get a grasp on the basics of sales battlecards? Here’s a rundown of everything you should know. 👇

What is a sales battlecard?

Sales battlecards are easy-to-digest, shareable documents that provide key information about your competitor. In other words, battlecards are a competitive intelligence tool that includes important information on:

• Competitive talking points – Insights into how your product uniquely stacks up against competitors.
• Positioning strategies – Guidance on how to position your product against competition.
• Competitor strengths & weaknesses – Detailed breakdowns of what competitors are doing well and where they fall short.
Pricing information – Up-to-date details on competitors’ pricing structures.

Sales battlecards are traditionally created in a Google Doc, PowerPoint deck, or PDF (but it’s better for them to live in a centralized location and integrated with your CRM so your entire organization has access to the same battlecards).

Why are sales battlecards important?

Sales battlecards help increase win-rates and shorten sales cycles in competitive deals.

In fact, industry experts find that sales battlecards, if done correctly, can boost competitive win rates by 50-60%.

Battlecards give your team a standardized game plan they can execute as soon as a competitor is brought up in a conversation. When your sales reps know the competitor's offerings like the back of their hand, they can easily highlight why your product is a better choice and value.

This competitive intelligence gives them compelling messaging to help cut down on the back-and-forth, the “maybe-laters,” and the “let-me-get-back-to-yous.”

It’s about turning generic statements like “We're good” into “We're the best for you because…”.

Who should own battlecard creation?

Ownership often falls to product marketing managers and product managers. If you’re lucky, you have a dedicated competitive intelligence person who may own the battlecards.

Ideally, sales battlecards are created in collaboration between product, marketing, sales, and sometimes customer success stakeholders. These teams should work together to ensure sales battlecards evolve, adapt, and get sharper after each encounter with a prospect or customer.

How should product and GTM teams use battlecards?

Although sales teams are the main users of battlecards, they’re invaluable tools for product and GTM teams.

Product marketers should prepare updated battlecards for new product launches so sales and marketing teams can use the latest competitor positioning in their messaging. This also ensures your entire GTM team uses consistent messaging and works in alignment.

Get an out-of-the-box competitor intelligence program without spending $15k-20k

Even after you create your sales battle card, you’ll likely still face those two inevitable challenges that are just inherent to the old way of creating, managing, and distributing battlecards.

1) Your manual competitor research is bound to go out of date and become useless if not updated.

2) Your sales reps will struggle to find the latest competitive intel when they need it most – if your battlecards just exist as a PDF buried in your reps’ files.

Ignition helps you generate the start of your battlecard in seconds, but the real magic happens when you integrate your Ignition account with your CRM.

This enables you to:

Analyze your performance in competitive deals using win-loss data
Automatically extract and analyze customer insights from sales notes in Salesforce, Hubspot, Microsoft Dynamics and other CRMs.

It shouldn’t cost you $15,000-$20,000 to have those capabilities.

Sign up for a free Ignition account today to get a head start with your competitive intelligence program.

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