| name | battlecard-generator |
| description | Research a specific competitor across their website, reviews, ads, social presence, and pricing — then produce a structured sales battlecard with positioning traps, objection handlers, landmine questions, and win/loss themes. Chains web research, review mining, and ad intelligence. Use when sales needs competitive ammo or when entering a new market with established incumbents.
|
| tags | ["competitive-intel"] |
Battlecard Generator
Research a competitor from every public angle — website, reviews, ads, social, pricing — and produce a structured sales battlecard. The output is what a rep opens 5 minutes before a competitive deal.
Built for: PMMs building competitive programs without a dedicated competitive intel team. The battlecard should be opinionated, not a neutral feature comparison.
When to Use
- "Build a battlecard against [competitor]"
- "We keep losing deals to [competitor] — help me understand why"
- "What are [competitor]'s weaknesses we can exploit?"
- "Prep the sales team for competitive deals against [competitor]"
- "Research [competitor] and give me competitive positioning"
Phase 0: Intake
- Your product name + URL
- Competitor name + URL — One competitor per battlecard (focused > broad)
- Deal context — Where do you compete? (same ICP, upmarket/downmarket, different use case?)
- Known win/loss signals — Any patterns from deals you've won or lost against them?
- Sales team size — Are reps technical or business-focused? (affects language level)
- Existing positioning — Your one-line positioning vs this competitor (if any)
Phase 1: Competitor Research
1A: Website & Messaging Analysis
Fetch: [competitor] homepage, pricing page, about page, product page
Search: "[competitor]" "we help" OR "the only" OR "unlike"
Search: "[competitor]" case study OR customer story
Extract:
- Hero claim — their primary positioning
- Category — what category do they place themselves in?
- Target audience — who do they say they serve?
- Key features emphasized — what do they lead with?
- Social proof — customer logos, metrics, quotes
- Pricing structure — plans, pricing model, enterprise vs self-serve
1B: Review Intelligence
Search: "[competitor]" site:g2.com OR site:capterra.com
Search: "[competitor]" reviews "switched from" OR "moved to"
From reviews, extract:
- Top 5 praised features (their moat — don't compete here directly)
- Top 5 complaints (your attack angles)
- Switching signals — why do customers leave?
- ICP patterns — what roles/company sizes review them?
1C: Ad & Content Analysis
Search: "[competitor]" advertisement OR sponsored
Search: "[competitor]" vs OR alternative OR compare
Extract:
- Ad messaging — what claims do they pay to promote?
- Comparison pages — have they published "us vs X" pages?
- Content themes — what topics do they create content around?
1D: Social & Community Signals
Search: "[competitor]" site:reddit.com OR site:twitter.com complaints OR issues
Search: "[competitor]" "looking for alternative" OR "anyone use"
Extract:
- Common frustrations discussed publicly
- Feature requests their users are vocal about
- Sentiment patterns — do users love or tolerate them?
1E: Pricing Deep Dive
Fetch: [competitor] pricing page
Search: "[competitor]" pricing OR cost OR "how much"
Map their pricing:
- Model: Per seat / usage-based / flat rate / hybrid
- Tiers: What's in each tier?
- Free tier: What's included? What's gated?
- Enterprise: Custom pricing? What triggers enterprise sales?
- Hidden costs: Implementation, overages, add-ons?
Phase 2: Competitive Analysis
Strengths & Weaknesses Matrix
| Dimension | Them | Us | Net |
|---|
| [Feature area 1] | [Rating + context] | [Rating + context] | Win/Lose/Tie |
| [Feature area 2] | ... | ... | ... |
| Pricing | ... | ... | ... |
| Ease of use | ... | ... | ... |
| Support | ... | ... | ... |
| Integrations | ... | ... | ... |
Where We Win (lead with these)
- [Strength] — [Evidence from research]
- [Strength] — [Evidence]
- [Strength] — [Evidence]
Where We Lose (don't engage here)
- [Weakness] — [Mitigation strategy]
- [Weakness] — [How to reframe]
Where It's Close (differentiate on narrative)
- [Area] — [How to position the tie as a win]
Phase 3: Output — Battlecard
# Battlecard: [Your Product] vs [Competitor]
Last updated: [DATE] | Confidence: [High/Medium — based on data freshness]
---
## Quick Reference (The 30-Second Version)
**They say:** "[Their positioning headline]"
**We say:** "[Our counter-positioning]"
**We win when:** [Deal profile where we have advantage]
**We lose when:** [Deal profile where they have advantage]
**Best opening move:** "[Question or statement to frame the deal]"
---
## Competitor Overview
| | [Competitor] |
|---|---|
| **Founded** | [Year] |
| **Funding** | [Amount / stage] |
| **Headcount** | [Estimate] |
| **Target market** | [Who they serve] |
| **Pricing** | [Model + range] |
| **Category** | [How they position] |
---
## Positioning Traps
Questions to ask early in the deal that frame the evaluation in your favor:
1. **"[Question that highlights your strength]"**
→ If they say [X], you win because [reason]
→ If they say [Y], pivot to [angle]
2. **"[Question that exposes competitor weakness]"**
→ Their answer will likely be [X], which reveals [limitation]
3. **"[Question about a capability they lack]"**
→ They can't do this. When the prospect asks them, it plants doubt.
---
## Landmine Questions
Drop these casually — they'll come up when the prospect evaluates the competitor:
- "Have you asked [competitor] about [specific limitation]?"
- "When you evaluate [competitor], make sure to test [area where they're weak]."
- "One thing worth checking: [competitor] pricing can get expensive once you [usage trigger]."
---
## Objection Handling
### "Why shouldn't we just go with [Competitor]?"
> "[Direct response — acknowledge their strength, pivot to your differentiation]"
### "[Competitor] has more features / is more established"
> "[Response — focus on what matters for this buyer's use case, not feature count]"
### "[Competitor] is cheaper"
> "[Response — reframe on total cost, hidden costs, or value per dollar]"
### "[Competitor] has [big customer logo]"
> "[Response — your relevant social proof + why logo != fit]"
### "We're already using [Competitor]"
> "[Response — switching cost vs cost of staying, what's changed]"
---
## Feature Comparison (Honest Assessment)
| Capability | Us | [Competitor] | Verdict |
|-----------|-----|-------------|---------|
| [Feature 1] | [Status + context] | [Status + context] | [Who wins + why] |
| [Feature 2] | ... | ... | ... |
| [Feature 3] | ... | ... | ... |
| Pricing transparency | ... | ... | ... |
| Onboarding speed | ... | ... | ... |
| Support quality | ... | ... | ... |
---
## Their Customers Say (From Reviews)
### What they love (don't fight these):
- "[Quote from review]" — [Platform, Role]
- "[Quote]" — ...
### What they hate (exploit these):
- "[Quote from negative review]" — [Platform, Role]
- "[Quote]" — ...
- "[Quote]" — ...
---
## Pricing Comparison
| | Us | [Competitor] |
|---|---|---|
| **Entry price** | [$/mo] | [$/mo] |
| **Mid-tier** | [$/mo] | [$/mo] |
| **Enterprise** | [Custom / $X] | [Custom / $X] |
| **Free tier** | [What's included] | [What's included] |
| **Hidden costs** | [None / list] | [Implementation, overages, etc.] |
**Pricing attack angle:** [How to frame pricing comparison favorably]
---
## Win Themes (What Wins Deals)
Based on competitive patterns:
1. **[Theme]** — "[Proof point or quote]"
2. **[Theme]** — ...
3. **[Theme]** — ...
## Loss Themes (What Loses Deals)
Be aware — we tend to lose when:
1. **[Pattern]** — Mitigation: [strategy]
2. **[Pattern]** — Mitigation: [strategy]
---
## Quick Responses for Email/Chat
**When prospect mentions [competitor]:**
> "[2-sentence response for email or Slack]"
**When asked for a comparison:**
> "[3-sentence elevator pitch vs competitor]"
Save to clients/<client-name>/product-marketing/battlecards/vs-[competitor-slug]-[YYYY-MM-DD].md.
Cost
| Component | Cost |
|---|
| Web research | Free |
| Review mining (optional, via review-scraper) | ~$0.50-1.00 |
| Ad analysis (optional, via ad scrapers) | ~$0.50-1.00 |
| All analysis and battlecard generation | Free (LLM reasoning) |
| Total | Free — $2 |
Tools Required
- web_search — for competitor research
- fetch_webpage — for site analysis
- Optional:
review-scraper for G2/Capterra mining
- Optional:
meta-ad-scraper, google-ad-scraper for ad intelligence
Trigger Phrases
- "Build a battlecard against [competitor]"
- "Competitive intel on [competitor]"
- "Run the battlecard generator for [competitor]"
- "Help me win deals against [competitor]"
