Competitive battlecard creation process

Equip sales team with competitive intelligence. Battlecard structure per competitor: 1. Company overview (size, funding, target market). 2. Strengths (what they do well, when they win). 3. Weaknesses (gaps, common complaints). 4. Differentiation (why you win against them). 5. Objection traps (questions to ask that expose weaknesses). 6. Proof points (case studies where you won against them). 7. Pricing comparison. Research sources: G2 reviews, Reddit discussions, sales calls (ask 'who else are you evaluating?'), competitor websites, former employees. Update quarterly. Make easily accessible (Wiki, PDF with search). Train reps on delivery: never bash competitor, focus on your strengths. Landmine questions: 'How important is [feature they lack] to you?'