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competitive-battlecard

phuryn/pm-skills

Create sales-ready competitive battlecards comparing your product against specific competitors with positioning, features, and objections.

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What is competitive-battlecard?

Generates a structured competitive battlecard for sales teams comparing your product against a named competitor. Includes company overview, feature comparison, win/loss patterns, and objection handling. Use when preparing sales materials, training teams on competitive positioning, or responding to prospect questions about competitor alternatives.

Research competitor's current product, pricing, positioning, and recent changes via web search
Create quick comparison tables across key capability areas
Identify and document where your product wins and where competitors have advantages
Provide scripted responses to common competitive objections
Surface questions (landmines) that highlight competitor weaknesses
Analyze win/loss patterns to identify when you typically win or lose competitive deals

How to install competitive-battlecard

npx skills add https://github.com/phuryn/pm-skills --skill competitive-battlecard

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How to use competitive-battlecard

1.Provide the competitor name as an argument when running the skill
2.Optionally upload files with your feature lists, win/loss data, or sales call notes
3.Review the generated battlecard for accuracy and add internal context
4.Format the output for your sales tool (Notion, Confluence, Slack, or print)
5.Share with sales team and update periodically as competitor changes

Use cases

Good for

Preparing sales teams before a competitive deal cycle
Creating competitive materials for a specific competitor threat
Responding to prospect objections like 'Why not use competitor X?'
Training new sales reps on competitive positioning
Updating battlecards when competitors launch new features or pricing

Who it's for

Sales leaders and managers
Sales development representatives (SDRs)
Account executives in competitive deals
Product managers tracking competitive landscape
Marketing teams creating competitive content

competitive-battlecard FAQ

What information do I need to provide?

At minimum, the competitor name. Optionally provide your own feature lists, win/loss data, customer feedback, or sales call notes to make the battlecard more tailored and accurate.

How current is the competitor research?

The skill uses web search to find current product offerings, pricing, and recent changes. For the most up-to-date information, verify key claims before sharing with sales teams.

Can I use this for multiple competitors?

Yes, run the skill separately for each competitor you want to battlecard. This keeps each output focused and scannable for sales reps.

How should I share this with my sales team?

The output is markdown-formatted for easy printing, sharing in Notion/Confluence, or pasting into Slack. Choose the format your team uses most.

How often should I update battlecards?

Review quarterly or whenever a competitor launches a major feature, changes pricing, or shifts positioning. Set a reminder to refresh before major sales cycles.

Full instructions (SKILL.md)

Source of truth, from phuryn/pm-skills.

name: competitive-battlecard description: "Create sales-ready competitive battlecards comparing your product against a specific competitor — positioning, feature comparison, objection handling, and win/loss patterns. Use when preparing sales teams, creating competitive materials, or responding to 'why not competitor X?'"

Competitive Battlecard

Create a concise, sales-ready battlecard for use against a specific competitor.

Context

You are creating a competitive battlecard for $ARGUMENTS.

Use web search to research the competitor's current product, pricing, positioning, and recent changes. If the user provides files (feature lists, win/loss data, sales call notes), read them first.

Instructions

Research the competitor (use web search):
- Current product offerings and features
- Pricing tiers and model
- Target market and positioning
- Recent product launches or changes
- Known strengths and weaknesses
- Customer reviews and sentiment (G2, Capterra, Reddit)

Create the battlecard with these sections:

Company Overview

Founded, HQ, funding/revenue (if public)
Target market and ICP
Positioning in one sentence

Quick Comparison

Capability	Us	Them	Winner
[Feature area 1]	[Our approach]	[Their approach]	[Us/Them/Tie]
[Feature area 2]	...	...	...
Pricing	...	...	...
Support	...	...	...

Where We Win

[Advantage 1]: [Proof point or customer quote]
[Advantage 2]: [Specific capability they lack]
[Advantage 3]: [Better approach with reasoning]

Where They Win

[Their strength 1]: [Our counter-positioning]
[Their strength 2]: [How we mitigate this gap]

Common Objections & Responses

Prospect Says	Respond With
"Competitor X has [feature]"	"[Our alternative approach and why it's better for them]"
"They're cheaper"	"[Value framing: total cost of ownership, ROI, hidden costs]"
"They're more established"	"[Our advantages: speed, innovation, focus, support]"

Landmines to Plant

Questions to ask the prospect that highlight competitor weaknesses:

"How important is [area where we excel] to your team?"
"Have you evaluated [specific capability they lack]?"

Win/Loss Patterns

We tend to win when: [pattern]
We tend to lose when: [pattern]
Key differentiator in competitive deals: [what tips the scale]

Keep it scannable: Sales reps need to reference this during calls. Use tables, bold text, and short bullets.

Save as markdown. Format for easy printing or sharing in Notion/Confluence.

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