I’m sure that most of you have heard of sales battlecards. The Microsoft Partner Network still encourages every channel partner to create at least one to help them better align competencies across their channel ecosytstem. Battlecards are short, sales-ready documents that provide sales teams with an understanding of a specific competitor’s marketing strategy, key sales messages, product information, and tactical value propositions to use when selling against your competitors. Typically battlecards are no longer than 2 pages, and provide sales organizations with a competitive displacement “cheat sheet”.
There really isn’t a simple applied methodology to creating a sales battlecard. The best “standardized” framework that I have come across is by the Forte Consultancy Group.
I will quickly summarize each of the steps.
1. Market Conditions
This step ensures that your sales staff has a firm understanding about the marketplace they are selling in. Quick points about market size, estimated market demand, and other relevant data related to market segmentation should be added here.