Gartner Blog Network

Building the Right Battle Card to Win Deals

by Scot Kim  |  October 8, 2019  |  2 Comments

Lately, particularly when I speak with product management, product marketing and sales enablement; I am constantly asked, “What is the best content to add into a competitive battle card?”.  The answer is never a SWOT analysis or even a technical features and functionality comparison.  It is downright articulating how to handle a green field opportunity with “offensive” competitive positioning with salient and factual differentiators that indirectly exposes the competitor’s weaknesses.  Or objection handling from a “defensive” competitive posturing when it comes to displacing and diffusing fear, uncertainty and doubt (FUD).  This is what should be in competitive battle cards to help sales win deals.  All other ancillary information that is all interesting but not actionable to the sales person.

To stay ahead in today’s fast-moving digital economies must provide the pithy and short battle cards with actionable competitive intelligence.  Keeping them to only two slides (ppt) or having an interactive battle card on a mobile app are the best way to inoculate sales to win deals in whatever situation they are in with the prospect.  This forces product management, marketing and sales enablement to really dig deeper into producing scenario-based offensive and defensive competitive battle cards that will guide the sales person to objectively displace any competitor that tries to tarnish your product or services.

Vendors that produces these types of “actionable” competitive battle cards have seen sales soar by more than 65%.  That is just on actionable intelligence.  Who would not want >65% worth of new sales beating the competition?


Additional Resources

View Free, Relevant Gartner Research

Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence.

Read Free Gartner Research

Category: competitive-intelligence  

Tags: battle-cards  competitive-intelligence  product-management  product-marketing  sales-enablement  

Scot Kim
Senior Research Director
1 years at Gartner
25 years IT Industry

Scot Kim is a member of the Technology and Service Provider research organization. Mr. Kim provides research and advisory services to clients that are in need of performing competitive analysis for all departments like product management, engineering, product marketing, solutions marketing, and sales. Read Full Bio

Thoughts on Building the Right Battle Card to Win Deals

  1. kocha says:

    Keep up the good work

  2. Thank you a lot for sharing this with us

Leave a Reply

Your email address will not be published. Required fields are marked *

Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.