Product-org-os competitive-battlecard

Document Intelligence

This skill supports three modes: Create, Update, and Find.

Mode Detection

@path/to/battlecard.md

Threshold: >=85% auto-proceed | 70-84% state assumption | <70% ask user

Mode Behaviors

CREATE: Generate complete new battlecard using template below.

UPDATE:

1. Read existing battlecard (search if path not provided)
2. Preserve unchanged sections exactly
3. Update specific sections (pricing, features, objections, win stories)
4. Show diff summary: "Updated: [sections]. Unchanged: [sections]."
5. Note: Competitive intelligence changes frequently; date-stamp all claims

FIND:

1. Search paths below for battlecards
2. Present results: competitor name, last updated, path
3. Ask: "Update one of these, or create new?"

Search Locations for Battlecards

• competitive/

• sales/

• enablement/

• battlecards/

• marketing/

Create a Competitive Battlecard: a concise, sales-ready reference for winning deals against a specific competitor.

Vision to Value Phase

Phase 4: Coordinated Execution - Battlecards are sales enablement tools used during active competitive deals.

Prerequisites: Phase 1-2 complete (competitive landscape understood, positioning defined) Outputs used by: Phase 4 (sales conversations, deal support), Phase 2 (positioning refinement)

Methodology

Battlecard Design Principles

Objection Response Framework

Output Structure

# Competitive Battlecard: [Your Product] vs [Competitor Name]

**Last Updated**: [YYYY-MM-DD]
**Owner**: [Single accountable person - typically PMM or CI]
**Confidence Level**: High / Medium / Low (based on intelligence quality)
**Product**: [Product name - optional, for multi-product organizations]

---

## Quick Reference

**Who they are**: [One-sentence description of competitor]
**Their sweet spot**: [Where they win most often - segment, use case, deal size]
**Our sweet spot**: [Where we win most often against them]
**TL;DR**: [One sentence on how to beat them]

---

## Competitor Overview

**Founded**: [Year]
**HQ**: [Location]
**Funding / Revenue**: [If known, or "Private/Unknown"]
**Key Customers**: [Notable logos]
**Recent Moves**: [Last 2-3 significant product/business updates]

---

## Strengths & Weaknesses

### Their Strengths (Be Honest)
| Strength | Impact on Deals | How to Neutralize |
|----------|----------------|------------------|
| [Strength 1] | [How it hurts us] | [Our counter-strategy] |
| [Strength 2] | [How it hurts us] | [Our counter-strategy] |

### Their Weaknesses (Our Opportunities)
| Weakness | Impact on Customers | How to Exploit |
|----------|-------------------|---------------|
| [Weakness 1] | [Customer pain] | [What to say/ask] |
| [Weakness 2] | [Customer pain] | [What to say/ask] |

---

## Feature Comparison

| Capability | Us | Competitor | Notes |
|-----------|-----|-----------|-------|
| [Capability 1] | [Yes/Partial/No] | [Yes/Partial/No] | [Key difference] |
| [Capability 2] | [Yes/Partial/No] | [Yes/Partial/No] | [Key difference] |
| [Capability 3] | [Yes/Partial/No] | [Yes/Partial/No] | [Key difference] |
| [Capability 4] | [Yes/Partial/No] | [Yes/Partial/No] | [Key difference] |

**Our unique capabilities**: [What we have that they don't]
**Their unique capabilities**: [What they have that we don't]

---

## Pricing Comparison

| Dimension | Us | Competitor |
|-----------|-----|-----------|
| Model | [Per seat / Usage / Flat] | [Their model] |
| Entry price | [Price or TBD] | [Price or TBD] |
| Enterprise price | [Price or TBD] | [Price or TBD] |
| Hidden costs | [What to highlight] | [What to expose] |
| Free tier | [Yes/No, details] | [Yes/No, details] |

**Pricing talking point**: [How to position our pricing favorably]

---

## Objection Handling

### Objection 1: "[Common objection about us vs competitor]"

**Acknowledge**: "[Show understanding]"
**Reframe**: "[Shift to our strength]"
**Prove**: "[Evidence - customer quote, data, or demo point]"
**Bridge**: "[Connect to prospect's specific need]"

### Objection 2: "[Another common objection]"

**Acknowledge**: "[Show understanding]"
**Reframe**: "[Shift to our strength]"
**Prove**: "[Evidence]"
**Bridge**: "[Connect to prospect's need]"

### Objection 3: "[Third objection]"

[Same structure]

---

## Landmine Questions

Questions to plant early in the sales process that expose competitor weaknesses:

| Question | Why It Works | Expected Competitor Gap |
|----------|-------------|----------------------|
| "[Question to ask the prospect]" | [What this exposes] | [Competitor's weakness here] |
| "[Question]" | [What this exposes] | [Competitor's weakness] |
| "[Question]" | [What this exposes] | [Competitor's weakness] |

**When to plant**: [Early in discovery / During demo / In evaluation criteria discussion]

---

## Win Themes

Key messages that resonate when competing against [Competitor]:

1. **[Theme 1]**: [One sentence explaining the theme and why it resonates]
2. **[Theme 2]**: [One sentence]
3. **[Theme 3]**: [One sentence]

---

## Proof Points

| Type | Detail | When to Use |
|------|--------|------------|
| **Customer Win** | [Customer who switched from competitor to us - name if allowed, anonymized if not] | [Relevant scenario] |
| **Data Point** | [Performance benchmark, analyst quote, or metric] | [Relevant scenario] |
| **Quote** | "[Customer quote about why they chose us over competitor]" | [Relevant scenario] |

---

## Win/Loss Patterns

### When We Win Against [Competitor]
| Pattern | Frequency | Key Factor |
|---------|-----------|-----------|
| [Winning pattern 1] | [Common/Occasional] | [What made the difference] |
| [Winning pattern 2] | [Common/Occasional] | [What made the difference] |

### When We Lose to [Competitor]
| Pattern | Frequency | Mitigation |
|---------|-----------|-----------|
| [Losing pattern 1] | [Common/Occasional] | [How to address in future deals] |
| [Losing pattern 2] | [Common/Occasional] | [How to address] |

---

## AI Search Visibility

Track competitor presence across AI search engines as part of the competitive landscape:

| Engine | Our Brand Role | Competitor Role | Notes |
|--------|---------------|----------------|-------|
| ChatGPT | [Primary/Secondary/Mention/Absent] | [Their role] | [Key observation] |
| Claude | [Primary/Secondary/Mention/Absent] | [Their role] | [Key observation] |
| Gemini | [Primary/Secondary/Mention/Absent] | [Their role] | [Key observation] |
| AI Overviews | [Primary/Secondary/Mention/Absent] | [Their role] | [Key observation] |

**AI Search Talking Point**: [How our AI search presence compares to competitor's]

Use `/llm-seo audit` to generate baseline data for this section.

---

## Recommended Demo Focus

When demoing against [Competitor], emphasize:
1. [Demo area 1] - [Why this differentiates us]
2. [Demo area 2] - [Why this differentiates us]
3. [Demo area 3] - [Why this differentiates us]

**Avoid showing**: [Areas where competitor is stronger; steer away from these in demos]

---

## Quick Cheat Sheet (For During the Call)

**Open with**: "[Opening positioning statement against this competitor]"
**Key differentiator**: "[Single most important differentiator]"
**Best proof point**: "[Most compelling evidence]"
**Close with**: "[Closing statement that reinforces our advantage]"

Instructions

1. Ask for the competitor name and any available competitive intelligence
2. Check prior context: Run

   /context-recall [competitor name]

   for existing competitive analysis and past win/loss data
3. Check feedback: Run

   /feedback-recall [competitor name]

   for customer mentions of the competitor
4. Reference any competitive analysis, win/loss reports, or market research provided via @file syntax
5. Be honest about competitor strengths; reps lose credibility with dismissive battlecards
6. Ensure objection responses follow the Acknowledge-Reframe-Prove-Bridge structure
7. Date-stamp the battlecard and note confidence level based on intelligence quality
8. Save in competitive/ or sales/enablement/ folder
9. Offer to create presentation version using /present

Context Integration

After generating the battlecard:

1. Offer to save: Ask "Should I save this to the context registry? (

   /context-save

   )"
2. If yes, extract and save:
   • Battlecard summary and key competitive insights to context
   • Link to related competitive landscape, positioning decisions, and sales enablement
3. Suggest updating when win/loss patterns change or competitor makes significant moves