Competitor battlecards have become a popular tool for enabling sales teams, and with good reason. Competitive analyses are more in-depth than what a salesperson needs when they encounter a competitive objection. Effective battlecards provide just enough information for a salesperson to counter those objections without getting lost in the details.
Most organizations only create battlecards designed for their closing sales team. Why should that be the case? Sales functions that occupy other parts of the sales funnel, like sales development and account management, also frequently encounter competitive scenarios. Those teams could use the battlecards created by product marketing or sales enablement, but remember: those battlecards were built for sales reps. Sales development reps and account managers require very different amounts and types of information when they face competitors.