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competitive-battlecard — Claude Code skill: battlecards

Creates sales battlecards for a named competitor, covering positioning, features, objections and deal patterns. Use it before calls or when preparing comparison material.

Install into Claude Code · Skills CLI (Vercel) All methods and platforms ↓ 
npx skills add phuryn/pm-skills --skill competitive-battlecard -a claude-code
Open on GitHub

What competitive-battlecard does

The skill researches a competitor’s current product, pricing, positioning, recent changes, strengths, weaknesses and customer sentiment from G2, Capterra and Reddit. When feature lists, win/loss data or sales-call notes are supplied, it reads those files first.

The Markdown output includes a company overview, capability comparison table, win and loss sections, objection responses, prospect questions and deal patterns. It is formatted for printing or sharing through Notion and Confluence. Web search is required for the stated workflow, so confirm that the agent can search before relying on current competitor details.

What it helps with

  • compare a product against a named competitor
  • build a capability and pricing table
  • prepare responses to competitor objections
  • form prospect questions around competitor gaps
  • summarise win and loss patterns

Example prompts for the agent

  • Use competitive-battlecard to prepare a battlecard against <name>.
  • Run competitive-battlecard for <name> and use the attached sales-call notes.
  • Create a Markdown competitor comparison with competitive-battlecard for <name>.

How to install competitive-battlecard

1Skills CLI (Vercel)

npx skills add phuryn/pm-skills --skill competitive-battlecard -a claude-code

2Manually: put the files in place

~/.claude/skills/competitive-battlecard/SKILL.md

Copy the whole skill folder; for one project use .claude/skills/competitive-battlecard/

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Questions about competitive-battlecard

How do I install competitive-battlecard in Claude Code?

Run npx skills add phuryn/pm-skills --skill competitive-battlecard -a claude-code, then run npx skills add phuryn/pm-skills --skill competitive-battlecard -a claude-code again. The skill file is at ~/.claude/skills/competitive-battlecard/SKILL.md.

What does competitive-battlecard do?

It creates a sales battlecard comparing your product with a specific competitor. The output covers positioning, capabilities, objections and win/loss patterns.

What does competitive-battlecard need to research a competitor?

The skill uses web search for competitor product details, pricing, positioning and recent changes. It reads supplied feature lists, win/loss data and sales-call notes before research.

Source text

SKILL.md · MIT 
---
name: competitive-battlecard
description: "Create sales-ready competitive battlecards comparing your product against a specific competitor — positioning, feature comparison, objection handling, and win/loss patterns. Use when preparing sales teams, creating competitive materials, or responding to 'why not competitor X?'"
---

## Competitive Battlecard

Create a concise, sales-ready battlecard for use against a specific competitor.

### Context

You are creating a competitive battlecard for **$ARGUMENTS**.

Use web search to research the competitor's current product, pricing, positioning, and recent changes. If the user provides files (feature lists, win/loss data, sales call notes), read them first.

### Instructions

1. **Research the competitor** (use web search):
   - Current product offerings and features
   - Pricing tiers and model
   - Target market and positioning
   - Recent product launches or changes
   - Known strengths and weaknesses
   - Customer reviews and sentiment (G2, Capterra, Reddit)

2. **Create the battlecard** with these sections:

   ### Company Overview
   - Founded, HQ, funding/revenue (if public)
   - Target market and ICP
   - Positioning in one sentence

   ### Quick Comparison

   | Capability | Us | Them | Winner |
   |---|---|---|---|
   | [Feature area 1] | [Our approach] | [Their approach] | [Us/Them/Tie] |
   | [Feature area 2] | ... | ... | ... |
   | Pricing | ... | ... | ... |
   | Support | ... | ... | ... |

   ### Where We Win
   - [Advantage 1]: [Proof point or customer quote]
   - [Advantage 2]: [Specific capability they lack]
   - [Advantage 3]: [Better approach with reasoning]

   ### Where They Win
   - [Their strength 1]: [Our counter-positioning]
   - [Their strength 2]: [How we mitigate this gap]

   ### Common Objections & Responses

   | Prospect Says | Respond With |
   |---|---|
   | "Competitor X has [feature]" | "[Our alternative approach and why it's better for them]" |
   | "They're cheaper" | "[Value framing: total cost of ownership, ROI, hidden costs]" |
   | "They're more established" | "[Our advantages: speed, innovation, focus, support]" |

   ### Landmines to Plant
   Questions to ask the prospect that highlight competitor weaknesses:
   - "How important is [area where we excel] to your team?"
   - "Have you evaluated [specific capability they lack]?"

   ### Win/Loss Patterns
   - We tend to win when: [pattern]
   - We tend to lose when: [pattern]
   - Key differentiator in competitive deals: [what tips the scale]

3. **Keep it scannable**: Sales reps need to reference this during calls. Use tables, bold text, and short bullets.

Save as markdown. Format for easy printing or sharing in Notion/Confluence.

---

### Further Reading

- [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)

© phuryn · MIT · phuryn/pm-skills

See also

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