Competitive Battlecard by productcompass

# Competitive Battlecard

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?'

## What this skill does

This is a product-management skill that encodes a proven PM framework as a step-by-step workflow. When activated, it guides the assistant through the method end to end and produces a structured, ready-to-use artifact.

## How to use it in LangBot

1. Install this skill into your LangBot pipeline's skill set.
2. In chat, describe your scenario (paste context, files, or data the skill asks for).
3. The assistant runs the framework and returns the completed output.

See `SKILL.md` for the full instructions the assistant follows, and `references/workflow.md` for the guided companion workflow.

## Attribution

Part of the **PM Skills** collection by Paweł Huryn (Product Compass).

- Source: https://github.com/phuryn/pm-skills
- License: MIT


---
name: competitive-battlecard
display_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

1. **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)

2. **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]

3. **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.

---

### Further Reading

- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)