Competitive Battlecards

What is a competitive battlecard?

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.

What is a competitor battlecard?

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.