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Sales Battlecard Template: The Format Top B2B Teams Use

Get the exact battlecard template used by top-performing B2B sales teams. Includes sections, examples, and best practices.

GapScout TeamJanuary 1, 20257 min read

Sales battlecards are the secret weapon of top-performing B2B teams. They give reps the competitive intelligence they need to win deals against specific competitors.

What is a Sales Battlecard?

A battlecard is a one-page (or two-page) competitive reference guide that sales reps use during deals. It answers the question: "How do I position against [Competitor X]?"

Essential Battlecard Sections

Every battlecard should include:

  1. Competitor Overview - Who they are in 2-3 sentences
  2. Win Themes - 3 reasons customers choose us over them
  3. Landmines - Questions to plant doubt about the competitor
  4. Objection Handling - Responses to common objections
  5. Feature Comparison - Side-by-side feature matrix
  6. Pricing Intel - What we know about their pricing
  7. Customer Stories - Win stories against this competitor

Battlecard Example

Competitor: Acme Corp

Win Themes:

  • We're 40% faster to implement
  • Our AI is more accurate (cite stat)
  • Better SMB pricing

Landmines:

  • "Ask them about their uptime last quarter"
  • "Ask for customer references in your industry"

Best Practices

  • Keep it to 1-2 pages maximum
  • Update monthly with fresh intel
  • Train reps on how to use them
  • Track win rates by competitor
  • Use GapScout AI to generate battlecards automatically

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