Battlecard
A short, one-page brief that tells sales teams how to position against a named competitor.
What it means
A battlecard usually covers the rival's strengths and weaknesses, its pricing and packaging, common objections, and proof points that answer them. Some include recent wins and losses, and a short script for the first two minutes of a call. The format is meant to be quick to scan. Reps often read them on a phone just before a call, so short lines matter.
A battlecard is only as good as its last update. Pricing and features change, so the card should show a date and an owner. Claims about rivals should link to a source a salesperson can open. Platforms such as Klue and Crayon help create and refresh battlecards, but the content still needs a person who checks it against the facts. Sales leaders often ask for a short change log so reps can see what moved since the last version.
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Cite this entry
https://marketintelligenceplatform.com/glossary/battlecard/