Build a Competitor Battlecard

Enablement, Marketing, Sales Leader, Sales Representative.

• Reps are improvising their answers to a competitor and getting different results.
• You lost several deals to the same competitor for the same stated reason.
• A new competitor enters your category and the field needs one version of the truth.

• A sourced competitor profile, or the raw material to build one
• Five recent deals against this competitor: three losses, two wins, with reasons
• Your own feature and pricing facts, confirmed by someone who owns them

Best for one task. Copy it, add your information, and run it in your AI assistant.

You are building a sales battlecard comparing my company with [COMPETITOR]. Use only the material I paste below. Produce: a comparison table of six capabilities that buyers actually raise, five situations where we win and why, three situations where they win and we should not compete on that ground, five objections buyers raise about us with a factual answer to each, and three questions a rep can ask to expose a real gap. Every row must trace to the pasted material. Do not invent features, prices, or customer names. Flag any row where the evidence is thin.

Material:
[paste competitor profile, win and loss notes, our product facts]

Best for repeatable work. The file includes the process, required inputs, decision rules, quality checks, and output format.

---
name: build-a-competitor-battlecard
description: A one-page card a rep can use live: where you win, where you do not, the objections you will hear, and the answers.
license: MIT
metadata:
  author: The Revenue AI Report
  version: 1.0.0
  last-reviewed: 2026-09-22
  source: https://www.therevenueaireport.com/skills/build-a-competitor-battlecard
---

# Build a Competitor Battlecard

A one-page card a rep can use live: where you win, where you do not, the objections you will hear, and the answers.

## When to use this skill

- Reps are improvising their answers to a competitor and getting different results.
- You lost several deals to the same competitor for the same stated reason.
- A new competitor enters your category and the field needs one version of the truth.

## Inputs to collect

- A sourced competitor profile, or the raw material to build one
- Five recent deals against this competitor: three losses, two wins, with reasons
- Your own feature and pricing facts, confirmed by someone who owns them

## Process

1. Start from a sourced competitor profile. Do not build a card on memory.
2. Pull the last five deals against them and write the buyer's stated reason, not the rep's.
3. Draft the card with the prompt. Keep the comparison to capabilities buyers actually raise.
4. Send the claims about your own product to the person who owns them for confirmation.
5. Name the ground you will not fight on, and tell reps what to do instead.
6. Test it in three live deals, then correct it.

## Decision rules

- A claim about the competitor needs a public source or a buyer statement. Nothing else ships.
- If you win a comparison only when the buyer values something they rarely mention, that is not a win reason.
- Name at least one area where they are better. A card with no honest loss ground gets ignored by reps.
- If two of five deals contradict a line, cut the line.

## Output requirements

- One page: capability comparison, win reasons, avoid ground, objections and answers, discovery questions.
- A source per row and a last-checked date.
- An owner and a refresh cadence.

## Quality checks

- A new rep can use it in a call without extra explanation.
- Nothing on the card would embarrass you if the competitor read it.
- Claims about your own product were confirmed by the owner, not by the model.

## Limitations

- Battlecards age with every release on both sides. Undated cards do damage.
- A card is not positioning. If you need a card for every deal, the positioning is the problem.
- Models will happily write a comparison table from training data. That table will contain wrong facts.

## Example input

Pasted: competitor profile with sourced pricing, five deal notes, and a product fact sheet signed off by product marketing.

## Example output

Card with six compared capabilities, five win reasons each tied to a deal note, one stated avoid ground on setup speed, five objections with sourced answers, three discovery questions. Last checked 2026-09-22, owner named.

## Review checklist

- Is every competitor claim sourced and dated?
- Did product or product marketing confirm the claims about us?
- Does the card tell a rep what to do when the buyer is right about the competitor?

## Works with

- Playbook: Orchestrated competitive response (L4) (enablement, L4) https://www.therevenueaireport.com/playbooks/enablement-competitive-response-orchestration-l4
- Playbook: Point retrieval at the revenue corpus (L4) (enablement, L4) https://www.therevenueaireport.com/playbooks/point-retrieval-at-revenue-corpus-l4
- Playbook: Make conversation data do work (L3) (sales, L3) https://www.therevenueaireport.com/playbooks/conversation-data-to-work-l3
- Tool: Mention (Marketing & ABM) https://www.therevenueaireport.com/tools/mention
- Tool: Teameight (Sales & Revenue Intelligence) https://www.therevenueaireport.com/tools/teameight
- Tool: Balto (Sales & Revenue Intelligence) https://www.therevenueaireport.com/tools/balto
- Tool: Cu (Sales & Revenue Intelligence) https://www.therevenueaireport.com/tools/cu
- Tool: Jio Haptik (formerly Convin) (Sales & Revenue Intelligence) https://www.therevenueaireport.com/tools/jio-haptik-formerly-convin

## Rules of conduct

- Write for a Director, VP, or operator. Short sentences. Explain uncommon terms.
- Separate facts from assumptions. Never hide uncertainty.
- Do not invent numbers, benchmarks, quotes, or customer names.
- Do not send messages, change CRM records, or publish anything unless the user explicitly asks.
- Flag when a decision needs human review.

## Evidence

This skill is grounded in The Revenue AI Report research:
- https://www.therevenueaireport.com/research/what-works
- https://www.therevenueaireport.com/research/four-answers





Source and updates: https://www.therevenueaireport.com/skills/build-a-competitor-battlecard

1. 1.Start from a sourced competitor profile. Do not build a card on memory.
2. 2.Pull the last five deals against them and write the buyer's stated reason, not the rep's.
3. 3.Draft the card with the prompt. Keep the comparison to capabilities buyers actually raise.
4. 4.Send the claims about your own product to the person who owns them for confirmation.
5. 5.Name the ground you will not fight on, and tell reps what to do instead.
6. 6.Test it in three live deals, then correct it.

• A claim about the competitor needs a public source or a buyer statement. Nothing else ships.
• If you win a comparison only when the buyer values something they rarely mention, that is not a win reason.
• Name at least one area where they are better. A card with no honest loss ground gets ignored by reps.
• If two of five deals contradict a line, cut the line.

• One page: capability comparison, win reasons, avoid ground, objections and answers, discovery questions.
• A source per row and a last-checked date.
• An owner and a refresh cadence.

Pasted: competitor profile with sourced pricing, five deal notes, and a product fact sheet signed off by product marketing.

Card with six compared capabilities, five win reasons each tied to a deal note, one stated avoid ground on setup speed, five objections with sourced answers, three discovery questions. Last checked 2026-09-22, owner named.

• Is every competitor claim sourced and dated?
• Did product or product marketing confirm the claims about us?
• Does the card tell a rep what to do when the buyer is right about the competitor?

What does the Build a Competitor Battlecard skill do?

A one-page card a rep can use live: where you win, where you do not, the objections you will hear, and the answers.

Who is the Build a Competitor Battlecard skill for?

Enablement, Marketing, Sales Leader, Sales Representative. It sits at the intermediate level and takes about an hour.

What do I need before I start?

Collect these first: A sourced competitor profile, or the raw material to build one; Five recent deals against this competitor: three losses, two wins, with reasons; Your own feature and pricing facts, confirmed by someone who owns them.

What is the difference between the quick prompt and the SKILL.md file?

The quick prompt is for one task. Copy it, add your information, run it. The SKILL.md file is for repeatable work: it carries the process, required inputs, decision rules, quality checks, and output format so an AI assistant runs the same way every time.

What should I check before trusting the output?

Is every competitor claim sourced and dated? Did product or product marketing confirm the claims about us? Does the card tell a rep what to do when the buyer is right about the competitor?

Is it free to use?

Yes. Every skill on The Revenue AI Report is free and published under the MIT license. Attribution is welcome, not required.

• Battlecards age with every release on both sides. Undated cards do damage.
• A card is not positioning. If you need a card for every deal, the positioning is the problem.
• Models will happily write a comparison table from training data. That table will contain wrong facts.

Run the skill, then roll it out with a playbook. Vendor links are supporting context, not a recommendation.

• Playbook: Orchestrated competitive response (L4) (enablement, L4 L4 Orchestrated)
• Playbook: Point retrieval at the revenue corpus (L4) (enablement, L4 L4 Orchestrated)
• Playbook: Make conversation data do work (L3) (sales, L3 L3 Integrated)
• Tool: Mention (Marketing & ABM)
• Tool: Teameight (Sales & Revenue Intelligence)
• Tool: Balto (Sales & Revenue Intelligence)
• Tool: Cu (Sales & Revenue Intelligence)
• Tool: Jio Haptik (formerly Convin) (Sales & Revenue Intelligence)

• Research: what works
• Research: four answers