---
title: "Battlecard: Definition and Examples"
description: "A battlecard is a short internal sales document that shows reps how to position against a specific competitor, with key differences, questions that expose..."
path: /glossary/battlecard
family: glossary
updated: 2026-10-17
html: /glossary/battlecard
sources:
  - "https://www.highspot.com/blog/sales-battlecards/"
  - "https://www.forrester.com/report/forresters-standards-guide-for-sales-ready-competitive-battle-cards/RES73402"
facts:
  term: "Battlecard"
  also_called: "sales battlecard, competitive battlecard, battle card, competitor battlecard"
  category: "Sales"
---

# Battlecard

A battlecard is a short internal sales document that shows reps how to position against a specific competitor, with key differences, questions that expose the rival's weak spots, common objections and tested answers, short enough to use on a live call.

## What Is Battlecard?

**In short:** A typical competitor battlecard has a one-line summary of the rival, when you win and when you lose, your strongest differences, 'landmine' questions that surface their gaps, the objections reps hear when that competitor is in the deal with short answers and proof, and pricing notes.

It matters because competitive deals turn on moments. A rep who hears 'they are cheaper' needs a clear answer in seconds, not a 30-page analysis. Battlecards are how competitive intelligence actually reaches the call.

## Battlecard Example

Example: a battlecard against a cheaper rival tells reps: we win when the buyer has more than 50 users or needs single sign-on, and we lose with small teams that have no IT. Landmine question: 'How will you remove access when someone leaves?' Answer to 'they are 30% cheaper': compare the 3-year cost including admin time.

## Battlecard in Practice

Keep them short, current and honest. Product marketing usually owns them, with input from win-loss interviews and from reps. Outbound teams use the same material in follow-up emails when a prospect says they already use a competitor.

## FAQ

### What should a sales battlecard include?

A short competitor summary, where you win and lose, your key differences, landmine questions, common objections with tested answers and proof, and pricing notes.

### Who creates battlecards?

Usually product marketing or a competitive intelligence team, with input from sales reps, win-loss interviews and product managers.

### How long should a battlecard be?

One or two pages, or one screen. Reps use it during live calls, so anything they cannot scan in seconds belongs in a longer competitive guide.

### How often should battlecards be updated?

Whenever the competitor changes pricing, packaging or a major feature, plus a regular scheduled review so stale claims do not linger. An outdated battlecard is worse than none, because reps repeat it to buyers.

## Do this in Ken

### Do This in Ken

When a reply in Inbox says 'we already use X', answer with the battlecard's strongest difference and one proof point. Inbox keeps replies from every campaign in one place, so the whole team answers the same way.

- Link: [Do This in Ken](/features)

## Related

- [GTM Glossary](/glossary): Every GTM term, grouped by topic.
- [Competitive intelligence](/glossary/competitive-intelligence)
- [Objection handling](/glossary/objection-handling)
- [Sales enablement](/glossary/sales-enablement)
- [Unique selling proposition (USP)](/glossary/unique-selling-proposition)
- [Discovery call](/glossary/discovery-call)
- [Ken features](/features)

## Sources

| Source | URL | Checked |
| --- | --- | --- |
| Highspot: Sales battlecards, examples for B2B sellers | https://www.highspot.com/blog/sales-battlecards/ | 2026-10-17 |
| Forrester: Standards guide for sales-ready competitive battle cards | https://www.forrester.com/report/forresters-standards-guide-for-sales-ready-competitive-battle-cards/RES73402 | 2026-10-17 |

## Changelog

- 2026-10-17: Page published.