# Battlecard · [Us] vs [competitor or alternative] · [Date] **Owner:** [PMM] **PM reviewer:** [name] **Refresh trigger:** competitor release, win-loss pattern, or every [n] weeks ## The competitor in one line [Who they are and who they sell to] ## When we meet them [Segments, deal stages, personas involved] ## Where they win - [Be honest. Sellers trust cards that admit this.] ## Where we win (framed from the buyer's need) - [Need] → [how we meet it] → [proof] ## Landmines to set (discovery questions that expose their gap) 1. 2. ## Traps they set, and responses | What their sellers say about us | Response | Proof | |---|---|---| | | | | ## Pricing posture [How they price, how we respond, what we never do] ## Win-loss evidence [Recent wins and losses against them, with decision drivers]