Explore real competitive battlecard examples built to help sales teams counter objections, position against competitors, and close more deals.
A competitive battlecard is a focused sales enablement asset that helps your sales team position your product against competitors in live deals. It typically includes competitive intelligence on the competitor’s offering, your core differentiators, key product features, pricing info, and a few tactical suggestions for objection handling.
Battlecards are built for real-time use—something a sales rep can scan before or during a sales call to stay sharp and confident. And unlike a slide deck, they’re internal-only. Their job is to help reps win deals, not to present polished messaging to prospects.
Most teams create competitive battlecards for their top 3–5 competitors. With Dock, you can organize them into dynamic sales workspaces so your reps always have the right info—right when they need it.
A competitor battlecard focuses on one specific rival. It includes detailed analysis of the competitor’s strengths, common pain points they solve, and where your solution has the upper hand. A good competitor battlecard also includes insight into the competitor’s product, pricing model, and how they sell.
Competitor battlecards are often built using insights from win rates, salespeople, product marketing, and even tools like Klue or HubSpot to track competitive shifts. They help reps avoid traps and lean into your value proposition.
Competitive battlecards come into play any time a rep is selling in a head-to-head scenario—or even suspects a competitor is in the deal. Typical use cases include:
The most effective teams use battlecards continuously—not just as prep docs, but as active tools embedded in their sales process.
A great competitive battlecard isn’t a brain dump—it’s a tight, focused tool for frontline sellers. Here’s what to include:
Keep it short and scannable. This isn’t a training manual—it’s a field guide.
To build battlecards that reps actually use:
Even good sales orgs slip into these traps:
Dock helps by centralizing your competitive intelligence in an organized library where the rest of your sales content lives—not just sitting in Notion or a slide deck.
To get adoption, treat competitive battlecards like any other key asset:
The more accessible your battlecards are, the more your reps will rely on them.
You’re not going to hand your prospect a battlecard—but the insights inside should shape your pitch. Here’s how to use the content externally:
Your prospects never see the battlecard—but they feel it in every interaction.