Free template + completed example

Free sales battlecard template.

Build a reusable competitor card for your SaaS sales team. Organize what to say, what to ask, and which sources support it. Edit in Word or your browser, keep your own copy, and print or save as PDF.

Download free template (Word) Download free template (HTML)See the filled-in example

No email. No account. Eight editable sections. Your notes stay on your device.

Use it for regular competitor preparation, then adapt a copy when a live deal appears. See three worked SaaS examples.

Free download · no signup

Download, edit, and keep your own card

Choose the Word files if you prefer a document editor. Both start as two pages with the eight sections below. Replace the prompts, save your changes, and export or print as PDF when ready to share. The completed example uses fictional companies and illustrates the same structure.

Prefer your browser? Use the editable HTML files and select “Save your edited copy” before closing. No email, account, or upload to Case & Contrast is required.

Download template (Word)Download fictional example (Word)

Download editable template (HTML)Open print preview Download completed fictional example

Start with one competitor

Turn the blank template into a usable first draft

Define the situation. Name one competitor, one buyer segment, and the decision the card should support. Avoid a catch-all comparison of the whole market.
Attach evidence before writing claims. Record the source URL, date checked, and limitations. Label anything you still need to confirm instead of filling the gap with a confident guess.
Write responses people can use. Pair each contrast with a buyer question or a proof step. A list of features alone does not tell a rep what to do next.
Assign upkeep. Name an owner and a review date. Keep the general competitor card separate from the private notes for a particular opportunity.

Want to see the difference? The worked examples illustrate fictional deals. The Jobber sample uses a real competitor with linked public sources and a clearly fictional seller scenario.

What this template is for

Start with one competitor and a customer segment, use case, or product tier. Use the card for common buyer questions, supported differences, and current sources—even before a particular opportunity is active. Make separate versions when the buying context changes.

When a competitor enters a live deal, copy the card and add that buyer's priorities, objections, decision owners, and next proof step. Keep general research separate from confirmed deal facts. Put supporting detail in a linked source log or appendix.

Copy-ready structure

Eight sections that make the card usable.

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]

Keep the scope narrow enough that a rep knows when the card applies. “Enterprise data-governance deals” is more useful than “all enterprise deals.”

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]

Separate confirmed deal information from assumptions. A competitor appearing on a shortlist does not reveal why the buyer is considering it.

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]

Describe outcomes in the buyer’s language. Do not turn this section into another product feature list.

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]

Represent the competitor fairly. Label interpretation as interpretation, and turn uncertain weaknesses into discovery questions.

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]

A position should explain when a difference matters. “More powerful” is not useful unless the buyer can connect it to an outcome and verify it.

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]

Choose three to five questions for the deal. The goal is to uncover fit and proof requirements, not steer the buyer into criticizing another vendor. Work through a competitor objection.

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]

“Send a case study” is an activity. “Show that an administrator can approve a metric change without engineering help” is a testable proof step.

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]

Pay special attention to pricing, packaging, integrations, implementation, security, service levels, and roadmap claims.

Completed fictional example

Northstar Analytics vs. SignalFrame

Every company, product detail, and buyer situation below is fictional. Source fields are illustrative placeholders, not evidence. This example shows how to fill the same eight sections; it is not an approved card for a live deal.

Open the printable completed example

01Header and document control

Battlecard: Northstar Analytics vs. SignalFrame (fictional).
Buying context: B2B software team replacing spreadsheet reporting.
Owner: account lead (illustrative role).
Last verified / next review: [add dates after source checks].
Status: illustrative draft; not approved for a live deal.

02Competitive situation

Competitor signal: the fictional buyer has shortlisted both vendors.
Reason: consistent reporting without slowing analysts.
Known in this scenario: department teams use spreadsheets.
Unknown: approval owner, budget, and rollout constraints.
Do not use for other segments without fresh research.

03Buyer decision frame

Desired outcome: shared metric definitions and useful self-service.
Stakes: less time reconciling conflicting reports.
Criteria: metric governance and analyst autonomy.
People: analyst champion, administrator, economic buyer.
Risk: unclear ownership of metric-definition changes.

04Competitor snapshot

Illustrative positioning: SignalFrame emphasizes rapid, team-managed dashboards.
Apparent fit / strength: teams prioritizing dashboard setup speed.
Tradeoff to validate: cross-team approval and governance.
Material changes: [check current product and policy sources].
All vendor details are fictional; no real evidence is supplied.

05Recommended position

Position: if governed definitions matter, demonstrate Northstar’s illustrative approval workflow.
Lead with: consistency plus self-service exploration.
Do not lead with: unsupported implementation-speed claims.
Acknowledge: team-managed dashboards may fit other priorities.
Treat every product statement here as fictional.

06Discovery and objection response

Buyer: “SignalFrame looks quicker to get started.”
Acknowledge: speed matters. Clarify: first dashboard or governed rollout?
Respond: compare both against the same workflow; no speed claim yet.
Prove: analyst proposes a change, administrator approves, second team uses it.
Ask: who decides when speed and consistency conflict?

07Proof plan and next move

Claim to prove: a metric change can be reviewed and reused across teams.
Format: the same guided task with both vendors.
Success: buyer observes approval and consistent reuse.
Owner / date: account lead and buyer administrator; [agree date].
Next step: book the comparison and record observed results.

08Claims to use, qualify, or avoid

Approved claim: none; this is a fictional draft.
Qualification: verify edition, permissions, and actual workflow.
Source / checked: [official documentation URL + date]; [authorized test notes + date].
Do not claim: “Northstar is always faster to implement.”
Use instead: “Let’s test the workflow your team needs.”

Have a live competitive deal? The $500 Competitive Deal Kit adds the research, sourced positioning and proof plan for one named competitor and one opportunity.

See the Competitive Deal Kit

Source discipline

Keep competitive claims current.

Pricing, integrations, certifications, packaging, and product behavior can change. Every card needs an owner and visible verification date.

Link the source and record when it was checked.
Preserve qualifiers such as edition, region, or product tier.
Label inference separately from observed fact.
Mark unresolved items as questions.
Recheck change-prone claims before important conversations.
Archive superseded versions so old wording stays retired.
Use only public information and authorized materials.
Assign an owner and a clear review trigger.

Quality check

Before the card reaches a live deal, ask:

Is every meaningful claim sourced or labeled as inference?

Are confirmed deal facts separate from assumptions?

Can a rep find the recommended position quickly?

Are the questions specific to this decision?

Does each objection response lead to proof?

Is someone responsible for the next review?

Explore three SaaS battlecard examples, continue with the guide to handling competitor objections, or have a sourced card built through the sales battlecard service.

Free template questions

Is the sales battlecard template really free?

Yes. Download the blank template and completed fictional example without an email address, account, or purchase. The paid research service is optional.

What format is the template?

Choose Word (.docx) or editable HTML. The Word template and fictional example each start as two pages; edit and save them in Word or a compatible editor. The HTML version opens in your browser: replace the prompts, use “Save your edited copy,” and print or save as PDF. Neither version is an Excel or Google Sheets workbook.

Can I use it before I have a live deal?

Yes. Start with one competitor and a defined customer segment or use case. Keep common questions, supported differences, and sources current. When a real opportunity appears, make a separate copy and adapt it to that buyer.

Does the template include competitor research?

The blank file supplies the structure and prompts. Your team supplies and verifies the research. The completed example is fictional and shows how the sections fit together; it is not research about real companies.

When should I consider the $500 service?

When a named competitor is involved in a live opportunity and your team needs the research, positioning, objection responses, and proof plan prepared for that deal. One kit covers one competitor and one opportunity; fit is confirmed before invoicing.

When a live deal needs more preparation

Have a named competitor and an approaching buyer conversation?

The free template gives your team the structure. The $500 Competitive Deal Kit supplies the research, sourced positioning, objection responses, and proof plan for one named competitor in one live opportunity. Delivery is within three business days after cleared payment and completed intake.

See what the $500 kit includes Preview the fictional sample kit (PDF)

Keep using the free template for as long as it meets your needs. We confirm service fit before invoicing.