Crayon 7 Battlecard templates Designed & Customizable for Any Business Competitor battlecards are one of the more popular sales enablement materials businesses create today. Competitor battlecards provide an overview of a specific competitor’s company, products, and services and provide guidelines on how to win a deal against that competitor. The most effective battlecards are easy to consume, up-to-date with the latest competitive intelligence, and tailored to the sales process. These templates have been crafted based on best practices gleaned from researching a variety of companies’ real life battlecards. They draw from the design, content structure, and formats that were most common among the battlecards reviewed. The goal with these templates is to make the process of creating effective battlecards easier, sharing the lessons from peers in the industry and providing a head start on creating the materials themselves, so that you can get straight down to helping your sales team win more competitive deals. Simply customize with your branding, competitors, and content, and share with your team! You may also be interested in these related articles: 12 Types of Sales Enablement Materials to Win More Deals 6 Steps to Design a Successful Competitive Intelligence Process Competitive Matrix Examples: 5 Ways to Compare Competitors How to Eliminate Competitive Battlecard Bias to Help Sales Win More Deals Produced by nearly two-thirds of competitive intelligence (CI) teams, battlecards are growing more popular by the day—and for good reason: A whopping 47% of sales opportunities are competitive. What is a battlecard? A battlecard is a resource designed to help your sales team when they go head-to-head against a particular competitor. As an example, if you were hired by Slack to create battlecards for their sales team, you’d create one for Microsoft Teams, one for Mattermost, one for Rocket.Chat, and so on. How do you use battlecards? Different sellers will use the same battlecard for different reasons. To a new hire, a battlecard is an educational tool—something they need to study in order to reinforce their training and get up to speed quickly. To a veteran, a battlecard is more of a content hub—a one-stop shop for the latest datasheets, slide decks, etc. Because different sellers have different needs, some CI teams create multiple sales battlecards for each competitor. Returning to our Slack example, you may decide to create a Microsoft Teams battlecard for your BDRs (little detail, designed to make them better at cold calling) and another for your AEs (more detail, designed to make them better at running demos). As we’ll discuss later in this post, you need to talk to your sales team before you create battlecards. Don’t assume that you know what they need. Everyone uses battlecards differently. Competitive comparisons vs. battlecards Competitive comparisons and battlecards are not the same thing—but they’re closely related.

1. 7 Battlecard Templates
Designed & Customizable for Any Business
Create dynamic battlecards with integrated, real-time competitive intelligence
with Crayon. Learn more at crayon.co/products/battlecards

2. About These Battlecard Templates
Competitor battlecards are one of the more popular sales enablement materials businesses create today.
Competitor battlecards provide an overview of a specific competitor’s company, products, and services and
provide guidelines on how to win a deal against that competitor. The most effective battlecards are easy to
consume, up-to-date with the latest competitive intelligence, and tailored to the sales process.
These templates have been crafted based on best practices gleaned from researching a variety of companies’ real
life battlecards. They draw from the design, content structure, and formats that were most common among the
battlecards reviewed. The goal with these templates is to make the process of creating effective battlecards
easier, sharing the lessons from peers in the industry and providing a head start on creating the materials
themselves, so that you can get straight down to helping your sales team win more competitive deals. Simply
customize with your branding, competitors, and content, and share with your team!
You may also be interested in these related articles:
• 12 Types of Sales Enablement Materials to Win More Deals
• 6 Steps to Design a Successful Competitive Intelligence Process
• Competitive Matrix Examples: 5 Ways to Compare Competitors
• How to Eliminate Competitive Battlecard Bias to Help Sales Win More Deals

3. VS.
Short summary
of core
messaging
Short summary
of core
messaging
Overview
Brief description of the company, product, and market that they sell
to. Keep it short and sweet, just 1-2 sentences.
Strengths
1. Competitor’s key strength – Include a short description of this strength.
2. Competitor’s key strength – Include a short description of this strength.
3. Competitor’s key strength – Include a short description of this strength.
Weaknesses
1. Competitor’s weakness – Reveal their weakness and why it’s important.
2. Competitor’s weakness – Reveal their weakness and why it’s important.
3. Competitor’s weakness – Reveal their weakness and why it’s important.
Why We Win
1. Key Takeaway – Highlight why customers choose your solution over
this competitor’s, likely tied to one of their weaknesses
2. Key Takeaway – Highlight why customers choose your solution over
this competitor’s, likely tied to one of their weaknesses
3. Key Takeaway – Highlight why customers choose your solution over
this competitor’s, likely tied to one of their weaknesses
Questions to Ask
• What is a question a sales rep can ask to best position your solution?
• What is a question a sales rep can ask to best position your solution?
• What is a question a sales rep can ask to best position your solution?
Handling
Objections
• Objection – Describe how to handle a common objection to your solution
when compared to the competitor’s
• Objection – Describe how to handle a common objection to your solution
when compared to the competitor’s

4. Battlecard
Company Overview
Brief description of the company,
product, and market that they sell to.
Keep it short and sweet, just 1-2 sentences.
Products
• Product Name – short description of
what it is and who it’s for
• Add details if needed
• Add details if needed
• Add details if needed
• Product Name – short description of
what it is and who it’s for
• Product Name – short description of
what it is and who it’s for
Pricing
Package 1 - $x and highlights of what’s
included
Package 2 - $x and highlights of what’s
included
Strengths
1. Competitor’s key strength –
Include a short description of a
strength of this competitor’s solution.
2. Competitor’s key strength –
Include a short description of a
strength of this competitor’s solution.
3. Competitor’s key strength –
Include a short description of a
strength of this competitor’s solution.
Weaknesses
1. Competitor’s weakness – Reveal a
weakness of this competitor’s solution
and how your solution differs.
2. Competitor’s weakness – Reveal a
weakness of this competitor’s solution
and how your solution differs.
3. Competitor’s weakness – Reveal a
weakness of this competitor’s solution
and how your solution differs.
How We Win
1. Key Takeaway – Highlight why
customers choose your solution over
this competitor’s.
2. Key Takeaway – Highlight why
customers choose your solution over
this competitor’s.
3. Key Takeaway – Highlight why
customers choose your solution over
this competitor’s.
Potential Landmines
• Topic or feature – Example of your
own weakness that may be surfaced, and
how to handle on a sales call
• Topic or feature – Example of your
own weakness that may be surfaced, and
how to handle on a sales call
• Topic or feature – Example of your
own weakness that may be surfaced, and
how to handle on a sales call

5. Battlecard
COMPANY OVERVIEW
Brief description of the
company, product, and
market that they sell to. Keep it
short and sweet.
PRODUCTS
Product names and short
descriptions of what they are and
who they’re for.
CUSTOMERS
Describe the markets that they
target and mention some of their
notable customers.
PRICING
Pricing starts at $x or describe
pricing ranges and structure.
WHY WE WIN
Describe reason #1 why we win
• Include supporting points
• Include supporting points
Describe reason #2 why we win
• Include supporting points
• Include supporting points
Describe reason #3 why we win
• Include supporting points
• Include supporting points
WHY WE LOSE
Some details here
• Some more points here
• More points here
Some details here
• Some more points here
• More points here
Some details here
• Some more points here
• More points here
“Quote from customer
highlighting why we win”
- Name, Title, Company
“Quote from customer that
switched from competitor.”
- Name, Title, Company
See all the Pied Piper battlecards at
internalwiki.com/battlecards or in
the slack channel #competitors

6. Hooli Battlecard Page 1 of 2
Pied Piper vs. Hooli Battlecard
Company Overview Competitor Claims & How to Handle Them
Brief description of the company,
product, and market that they sell
to. Keep it short and sweet, but
highlight the company’s messaging,
team, and market focus.
Claim How to Respond
Competitor’s
claim against you
• Talking point on how to respond
• Talking point on how to respond
Competitor’s
claim against you
• Talking point on how to respond
• Talking point on how to respond
Competitor’s
claim against you
• Talking point on how to respond
• Talking point on how to respond
• Talking point on how to respond
Products Competitor Weaknesses & Sales Trap Questions
Product Name – short description of
what it is and who it’s for
• Add details if needed
• Add details if needed
Product Name – short description of
what it is and who it’s for
• Add details if needed
• Add details if needed
Weakness Sales Questions
Competitor
weakness
• Provide prompts the sales team can use to help prospect
uncover competitor’s weakness
Competitor
weakness
• Provide prompts the sales team can use to help prospect
uncover competitor’s weakness
Competitor
weakness
• Provide prompts the sales team can use to help prospect
uncover competitor’s weakness
• Provide prompts the sales team can use to help prospect
uncover competitor’s weakness

7. Hooli Battlecard Page 2 of
Pied Piper vs. Hooli Battlecard
Key Feature Comparison Pricing Comparison Notable Customers
Feature PP H Hooli Pricing
• Package 1 $x
• Details on what’s included
• Callouts on limitations
• Package 2 $x
• Details on what’s included
• Callouts on limitations
• Package 3 $x
• Details on what’s included
• Callouts on limitations
Hooli Customers
Feature name/description Y Y
Feature name/description Y Y
Feature name/description Y N
Feature name/description Y N
Feature name/description Y P
Feature name/description Y $$
Feature name/description $$ $$ Pied Piper Pricing
• Package 1 $x
• Details on what’s included
• And typical use cases
• Package 2 $x
• Details on what’s included
• And typical uses cases
• Package 3 $x
• Details on what’s included
• And typical use cases
Pied Piper Customers
Feature name/description N Y
Feature name/description N $$
Feature name/description Y P
Feature name/description Y N
Feature name/description Y N
Feature name/description P N

8. HOOLI BATTLECARD
HOOLI
OVERVIEW
Company description that
highlights their history,
their messaging, their
products, and their
target market.
Mention some of the key
points about their
strengths &
weaknesses and key
points to know about their
approach.
Tee up an understanding
of why your solution is
superior – high level
points on how to go up
against this competitor.
Learn more: hooli.com
KEY TAKEAWAY
Summarize how you’re able to win against this competitor, highlighting your strengths and why
customers choose your solution in competitive sales situations. Try writing this in such a way
that a sales executive can read it as part of a sales call and it will successfully tee up the
conversation to go well.
HOOLI STRENGTHS
1. Competitor’s key strength – Include a short description of this strength.
2. Competitor’s key strength – Include a short description of this strength.
3. Competitor’s key strength – Include a short description of this strength.
4. Competitor’s key strength – Include a short description of this strength.
5. Competitor’s key strength – Include a short description of this strength.
HOOLI WEAKNESSES
1. Competitor’s weakness – Reveal their weakness and why it’s important.
2. Competitor’s weakness – Reveal their weakness and why it’s important.
3. Competitor’s weakness – Reveal their weakness and why it’s important.
4. Competitor’s weakness – Reveal their weakness and why it’s important.
Last updated: September 2018

9. HOOLI BATTLECARD
FEATURE COMPARISON
Last updated: September 2018
PRICING COMPARISON
Hooli Pricing
Overview of the competitor’s pricing model, packages,
and extra charges.
Reference: www.hooli.com/pricing
Pricing Example
Describe a typical customer case and how the charges
would add up with the competitor’s solution.
• Pricing detail #1
• Pricing detail #2
• Pricing detail #3
Total Cost: $x
Then compare that customer case with your own
pricing model.
• Pricing detail #1
• Pricing detail #2
• Pricing detail #3
Total Cost: $x (cost savings of $y per year)
Hooli Pied Piper
Feature Name Y Y
Feature Name Y Y
Feature Name Y Y
Feature Name Limited Pro Package
Feature Name Limited Y
Feature Name Y Y
Feature Name N Pro Package
Feature Name N Limited
Feature Name Limited Y
Feature Name Limited Limited

10. Pied Piper Hooli
In a Nutshell Short description of the company, its
products, and its customers.
Short description of the company, its
products, and its customers.
Year Founded 2005 2000
Headquarters San Francisco, CA Chicago, IL
Funding $100M $80M
Employee Count Approx. 500 Approx. 200
Customer Count Approx. 1,000 Approx. 200
Key Messaging Points • Key point – used in sales/marketing
• Key point – used in sales/marketing
• Key point – used in sales/marketing
• Key point – used in sales/marketing
• Key point – used in sales/marketing
• Key point – used in sales/marketing
Recent Wins vs. Hooli
(Link to More)
Customer Name – short description of why we won
Customer Name – short description of why we won
Recent Losses vs. Hooli
(Link to More)
Customer Name – short description of why we lost & lesson learned
Customer Name – short description of why we lost & lesson learned
Pied Piper vs. Hooli at a glance

11. Battlecard
COMPETITOR
OVERVIEW
Brief description of the
company, product, and
market that they sell to. Keep it
short and sweet.
Note any high level product details
that are needed for context.
And mention some of their
notable customers as well as
notable customers who have
chosen your solution over theirs.
PIED PIPER COMPETITIVE DIFFERENTIATORS
See all the Pied Piper battlecards at
internalwiki.com/battlecards or in
the slack channel #competitors
Reason #1
• Include supporting points, highlighting your strength over the competitor
• Include supporting points, highlighting the competitor’s weakness
• Include supporting points, including customer quotes or other proof
points
Reason #2
• Include supporting points, highlighting your strength over the competitor
• Include supporting points, highlighting the competitor’s weakness
• Include supporting points, including customer quotes or other proof
points
Reason #3
• Include supporting points, highlighting your strength over the competitor
• Include supporting points, highlighting the competitor’s weakness
• Include supporting points, including customer quotes or other proof
points
1
2
3
“Quote from customer that
switched from competitor.”
- Name, Title, Company

12. Struggling to Keep Your Battlecards Up to Date?
Create dynamic battlecards integrated with the largest source of real-time intelligence
Crayon Battlecards are always in sync with the market because they are integrated with Crayon’s live feed of
intelligence from 7M+ sources. With built-in quantitative measures, Salesforce integration, and mobile
responsiveness, your sales team will be able to access the latest intelligence wherever they are and you’ll be able
to measure the impact on your win rates.
Learn more about Crayon Battlecards at crayon.co/products/battlecards
About Crayon
Crayon is a market and competitive intelligence platform that allows you to track, analyze, and act on
everything happening outside the four walls of your business. Tens of thousands of teams use Crayon’s software
to capture and analyze complete market intelligence – external messaging and positioning, product and pricing
changes, hiring plans, partner strategies, and more – pulling from more than seven million sources.
Learn more at www.crayon.co