Competitive comparisons and battlecards are two key components of an effective competitive intelligence (CI) program. While these two assets have overlapping characteristics, and some companies may use these terms interchangeably, they each serve a different purpose and audience and, as such, are quite different.
First, let’s level-set on what is a competitive comparison and what is a battlecard. A competitive comparison is a framework for putting two or more competitors (their companies, products, teams, etc.) side by side in order to see both similarities and differences. A battlecard, sometimes called a sales battlecard, competitive battlecard, or killsheet, is a tool for sales reps to get tips and guidelines on how to win a potential sale against a specific competitor.
You could consider a battlecard a type of competitive comparison, or you may have a battlecard that includes a competitive comparison within it. But, let’s dive into the three key dimensions that differentiate competitive comparisons from competitive sales battlecards.