In this project, I combined market research with competitive intelligence practices to craft battlecards for this client's top competitors.

The objective was to understand how they stacked up against their competitors, and how to knowledgeably handle objections so they could win more sales and reduce customer churn.

My client is a high-growth B2B SaaS company in the promotional product space. There were several competitors they consistently heard about from their teams - competitors they lost sales to, or competitors their customers churned for. The goal was to have a clear, research-backed action plan for sales and customer management teams to refer to for help in approaching these conversations.

Competitor battlecards are concise, research-backed documents that provide your sales team with the critical information and insights they need to conquer the competition, close deals, and drive revenue growth. In the fiercely competitive world of SaaS, competitor battlecards can make all the difference in your growth.

COMPETITOR BATTLECARDS contain several sections with key information:

WHY WE WIN: Top 3 ways your product is superior to this competitor & why customers care.

COMPETITOR STRENGTHS & OBJECTION HANDLING: Top 3 ways your competitor's product is superior and how to handle these objections

RECENT FIELD INTEL: News, adjustments, or updates that may provide opportunities to take advantage of.

*I created a total of 7 competitor battlecards for this client, including setup and research in Crayon (competitive intelligence software). Through the course of my time with this client, I regularly maintained and updated the battlecards so they remained up-to-date and accurate.

These Competitor Battlecards armed my client's sales and customer management teams with information on how to win against/reduce churn to their biggest competitors. The battlecards also informed targeted email marketing campaigns to warm up cold leads and engage with competitor-using prospects.