Free template from Case & Contrast. Click or tab into any of the eight sections to edit. Save your edited copy before closing: changes are not saved automatically. The saved HTML file opens in a browser and remains editable.

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Sales battlecard template

One competitor. One buying context. Start with reusable competitor notes, then adapt a copy for a live deal. Replace prompts with short, sourced notes and keep supporting evidence in a source log.

01 / Header and document control

Battlecard: [your company] vs. [competitor] Buying context: [segment, use case, product, or deal type] Owner: [person responsible for accuracy] Last verified / next review: [dates] Status: [draft, approved, or archived]

02 / Competitive situation

Competitor signal: [common buyer questions or what this prospect said] Likely reason they are being considered: [buyer need] What we know: [verified market facts or confirmed deal facts] What we do not know: [open questions] Do not use this card when: [conditions that make it unreliable]

03 / Buyer decision frame

Desired outcome: [typical buyer priority or this buyer’s stated goal] Business stakes: [why it matters] Decision criteria: [the few criteria shaping the decision] People involved: [champion, users, buyer, reviewers] Unresolved risk: [what could delay or stop the decision]

04 / Competitor snapshot

Public positioning: [how the competitor describes its offer] Apparent best fit: [customer or use case supported by evidence] Documented strengths: [specific, sourced strengths] Tradeoffs to validate: [questions requiring confirmation] Recent material changes: [relevant product, price, or policy changes]

05 / Recommended position

Position: For buyers who prioritize [criterion], position [your offer] around [difference], supported by [proof]. Lead with: [one or two buyer-relevant advantages] Do not lead with: [weak or unsupported arguments] Acknowledge honestly: [where the competitor may fit]

06 / Discovery and objection response

Buyer objection: [use the buyer’s words] Acknowledge: [recognize the legitimate concern] Clarify: [ask what they mean and why it matters] Respond: [give a short, sourced answer] Prove and advance: [name the proof and next action]

07 / Proof plan and next move

Claim to prove: [the exact claim that matters] Proof format: [demo, documentation, review, reference, or test] Success criteria: [what the buyer must observe] Owner and target date: [who and when] Recommended next step: [specific meeting, test, or decision]

08 / Claims to use, qualify, or avoid

Approved claim: [exact wording] Qualification: [conditions that must accompany it] Source and last checked: [link plus date] Do not claim: [absolute, outdated, or unsupported statement] Use instead: [accurate wording or discovery question]