/battlecard-generator

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

1. **Your product name + URL** 2. **Competitor name + URL** — One competitor per battlecard (focused > broad) 3. **Deal context** — Where do you compete? (same ICP, upmarket/downmarket, different use case?) 4. **Known win/loss signals** — Any patterns from deals you've won or lost against them? 5. **Sales team size** — Are reps technical or business-focused? (affects language level) 6. **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)

1. [Strength] — [Evidence from research] 2. [Strength] — [Evidence] 3. [Strength] — [Evidence]

Where We Lose (don't engage here)

1. [Weakness] — [Mitigation strategy] 2. [Weakness] — [How to reframe]

Where It's Close (differentiate on narrative)

1. [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: [c