Competitor Battlecards Template

Create engaging competitor battlecards for your sales team – support your reps in handling objections and close more deals.

Competitor Battlecards Template

About this template

Equip your sales team with our comprehensive Competitor Battlecards Template, designed to deliver insightful competitor analysis. This interactive template keeps your team updated on rival products and services, allowing them to address prospect objections and highlight your distinctive benefits.

With our easy-to-use Competitor Battlecards Template, arm your sales reps with vital knowledge that can contribute to winning more deals and gaining a competitive advantage. Enhance your sales results by instilling essential understanding and confidence in your sales force.

What's included?

  • About the competitor
  • Competitor customer logos
  • What their customers say
  • Competitive differentiation

About the author

Tania Clarke, Head of Product Marketing

Tania Clarke|Head of Product Marketing

Tania heads up product marketing at Qwilr – looking after positioning, sales enablement, competitor intelligence and more. Tania brings experience from former roles at high growth startups like Atlassian and Safety Culture.

Competitor battlecards are valuable tools for companies aiming to gain a competitive advantage. These concise documents provide a comprehensive overview of a competitor's strengths, weaknesses, products, and services. By analyzing this information, companies can make informed decisions and better understand their competition using a proposal platform.

Creating competitor battlecards involves conducting thorough research into the competitor. This entails analyzing their marketing materials, product offerings, and customer reviews. Such research enables companies to identify areas of differentiation and emphasize their own strengths.

One of the primary benefits of competitor battlecards is their role in shaping more effective sales pitches. With a deep understanding of the competition, sales representatives can tailor their messaging to highlight their own unique value proposition while addressing potential objections or concerns customers may have about the competition.

Competitor battlecards are valuable tools that can be used in various situations to gain a competitive edge.

Here are some key scenarios where competitor battlecards can be employed effectively:

  1. Launching a New Product or Service: When introducing a new offering, competitor battlecards provide insights into your rivals' products, pricing, and positioning. This information helps you develop effective marketing strategies and highlight the unique value of your offering.
  2. Winning New Clients: Competitor battlecards enable you to understand your competitors' strengths and weaknesses, allowing you to tailor your sales pitches to emphasize your unique advantages.
  3. Market Entry or Expansion: When entering a new market or industry, competitor battlecards offer valuable information about existing players, their market share, and their strategies. This knowledge helps you identify gaps in the market and position your product or service for success.
  4. Differentiating Your Offering: By understanding their positioning and customer perceptions, you can differentiate your offering, emphasizing the areas where you excel.
  5. Winning Back Lost Customers: When a customer switches to a competitor, competitor battlecards can help you understand why and identify areas of improvement. This knowledge allows you to develop targeted strategies to win back their business.
  6. Talent Acquisition: In a competitive job market, competitor battlecards can showcase your company's advantages over rivals, helping attract and retain top talent. Providing insights into competitor cultures, benefits, and growth opportunities can position your company as an attractive employer.
  7. Staying Informed: Regularly updating competitor battlecards keeps you updated on your rivals' activities, enabling you to adapt your strategies accordingly. By monitoring changes in their products, pricing, or marketing approaches, you can respond proactively.

Are you tired of losing out on deals because you don't have the right information about your competitors? Qwilr's Competitor Battlecard Template is the solution you've been looking for. Here are some benefits of using our template:

  • Effortlessly create effective battlecards: Our template is designed to help you create battlecards quickly and easily. You don't need any design or technical skills to use it.
  • Customizable: The template is fully customizable, allowing you to tailor the battlecards to your specific needs. You can add your own branding, change the colors, and modify the layout to fit your company's style.
  • Professional and visually appealing: The layout and design of the template are also professional and visually appealing, making it easy to share the battlecards with clients, investors, and other stakeholders. You can be confident that your battlecards will make a great first impression.
  • Free to use: Additionally, the template is free to use, making it an affordable solution for companies of all sizes. You don't need to spend a fortune on expensive software or design services to create effective battlecards.

Using Qwilr's Competitor Battlecard Template will give you a competitive edge in the marketplace. You'll have the information you need to make informed decisions and win more deals. Try it out today!

Here's a quick video overview of how to get started with this template:

  1. Access the Template: Click the provided link or button to access Qwilr's Competitor Battlecard Template.
  2. Customize the Battlecard: The template comes with pre-built sections, covering important competitor information. Customize the battlecard by adding or removing sections according to your needs. You can also adjust the layout and design to align with your company's branding, ensuring a professional and cohesive look.
  3. Incorporate Key Information: Fill in each section of the battlecard with relevant information about your competitors. Include details such as their product or service offerings, market share, strengths, weaknesses, and any other pertinent data that will help you analyze and compare their position against your own.
  4. Save and Share: Once you have customized the battlecard, save it as a PDF for easy distribution. Alternatively, utilize Qwilr's sharing functionality to collaborate with your team and stakeholders. Sharing through Qwilr allows for seamless collaboration, enabling everyone to access and update the battlecards as necessary.
  5. Regular Updates: Keep your battlecards up to date by periodically reviewing and refreshing the information. Competitors may introduce new products, change their strategies, or experience market shifts. Staying current ensures that your battlecards remain accurate and relevant.

A tool packed with features

Brand control

Establish your brand settings once and automatically apply to every piece of collateral.


Collect payments instantly from customers with Stripe or direct to your own payment system.

Security & GDPR

Add security features like password protection and link expiry to protect sensitive content.

Embedded content

Add Calendly links, videos, surveys, Looms, GIFs and more to every page.


Get deals signed on the spot with built-in e-signing ability.

Asset library

Create a library of reusable content for sales reps.

ROI calculator

Showcase your value with an interactive ROI calculator embedded in your Qwilr pages.

Team management

Set up permissions so your team accesses only what they need.

Interactive pricing

Empower buyers with interactive pricing plans and quotes.

Frequently asked questions

Competitor battlecards are concise and informative tools for comparing your company's offerings with competitors. They help your sales team understand product positioning and areas for improvement.

Conduct thorough research on rivals' products, services, marketing strategies, and company culture. Analyze your company's strengths and weaknesses and compare them to competitors. Social media and customer reviews provide valuable insights into competitors' marketing strategies and customer perceptions.

Use Qwilr's template to create polished battlecards, customizing sections for product features, pricing, and testimonials. Regularly update battlecards to reflect changes in competitors' offerings.

Ongoing monitoring ensures your sales team has up-to-date information to succeed in a competitive market. Keep battlecards concise, informative, and focused on key points of differentiation. With competitor battlecards, your sales team can make informed decisions, position your company effectively, and strive for success.

A good competitor battlecard should be concise, informative, and visually appealing. It should provide a clear overview of the competitor's products, services, market positioning, and strengths and weaknesses. Additionally, it should be easy to read and understand, with clear headings, bullet points, and supporting data. Finally, it should be visually appealing, with a professional-looking layout and design that reflects your company's branding.

A practical competitor battlecard should include the competitor's company name, logo, and basic details, such as their products and services, market share, and target audience. It should also include information on the competitor's strengths and weaknesses, such as their marketing strategies, pricing, and market positioning. Supporting data, such as customer reviews or industry reports, can help to strengthen the battlecard's credibility. Finally, the battlecard should include a clear call to action, such as encouraging sales staff to focus on the competitor's weaknesses or to promote your company's unique selling points.

Using Qwilr's Competitor Battlecard Template to create battlecards is simple.

  • Begin by accessing the template and customizing it to meet your needs.
  • Add information on your rivals' products and services, market share, and strengths and weaknesses.
  • Use the customizable layout to create a professional and visually appealing battlecard that reflects your brand.
  • Finally, save the battlecard and pass on the shareable link to prospects.