battlecard

# Battlecard Turns competitive knowledge into something a rep can use mid-call. One page, one competitor, written for someone with fifteen seconds and a prospect waiting. Distinct from `competitive-brief`, which is the analysis for internal strategy — this is the enablement artifact that comes out of it. **Grounded in:** *Obviously Awesome* — April Dunford: compete on the value the customer actually weighs, not on a feature grid, and choose a frame of reference where your strengths are the ones that matter. Paired with standard sales-enablement practice — a card is only useful if a rep can find the answer without reading the page. **The load-bearing idea:** a battlecard that lists forty feature comparisons gets read once and never opened again. Three traps and four objection responses get used in every call. ## When to use this - Reps are improvising against a competitor and each gives a different answer. - A named competitor shows up in enough deals to be worth a page — usually 3+ in a quarter. - After a `win-loss` analysis surfaces a competitor-specific loss pattern. - Before a launch that changes the competitive story. - A competitor ships something that changes the conversation and the field needs an answer this week. ## Before you start (gather these) - **The competitor, one at a time** — a card covering three competitors covers none of them. - **Real deals you've faced them in** — what was said, what was lost, what was won. Not their website. - **What reps currentl...