Your competitors impact nearly every aspect of your business. They impact how your product team shapes its development roadmap. They shape how your marketing team runs campaigns. They even influence how your executive leadership team discusses long term company strategy with your board.
Sales is different. While competitors impart varying degrees of influence on the aforementioned teams, salespeople can have their entire livelihoods uprooted by one particularly disruptive competitor. This is why competitive battlecards have become so popular. There’s just one problem with these supposed competitive silver bullets: Most of them are lousy.
Despite the best intentions of your product marketing or sales enablement teams, most battlecards accumulate more dust than they do views by sales. I worked in sales in another life, and battlecards are the butt of many jokes among salespeople who love to ridicule their uselessness. This is particularly unfortunate because battlecards have the potential to be the most tactical, measurable, effective tool you can produce for your sales teams. When approached the right way, they can increase your competitive win rate by 54%. Or by 59%. They can even triple your win rate to 95% against key competitors.