One rival, one page, the line an AE can say without looking down.
A battlecard template is a sales tool, not a research novel. One card per rival. When we win, when we lose, the landmine they plant, and the approved one-liner. If it does not fit on a page, AEs will not use it.
Rival name, their wedge, our wedge, proof, landmines (what not to say), and the recommended next question on the call.
The story they tell, in their words.
The deals you should take.
The deals to walk.
Claims legal or product will not back.
Unlike them, we… with proof.
The question that surfaces the difference.
Not a named vendor — the status-quo alternative still needs a card.
Scribe vs GA4
| Field | Filled |
|---|---|
| Their wedge | You already have the data |
| When we win | They need URL → opportunity, not sessions |
| When we lose | They want a free dashboard and no CRM |
| One-liner | GA4 counts sessions. We count pipeline. |
The win-loss template is the source. Do not invent landmines.
It should be a clause from the positioning statement.
If they rewrite it on the call, your card is wrong.
| Mistake | Fix |
|---|---|
| Feature matrices as the card | A matrix is research. The card is the talk track. |
| Trashing the rival | Name the job they are better at. Credibility matters. |
The three alternatives you actually lose to. Including “do nothing.”