ElasticFlow
AI SkillBuild BattlecardMarketingby Gooseworks

Battlecard Generator — competitive ammo for sales

Runs on
ClaudeClaudeChatGPTChatGPTOpenClawOpenClaw

Build sales battlecards from competitor research

  • Researches competitor website, reviews, ads, and social mentions
  • Maps strengths and weaknesses against your product
  • Outputs positioning traps and landmine questions
  • Generates objection handlers for common deal scenarios
  • Saves to client folder by competitor and date

Who this is for

Product Marketer

You own positioning, launches, and the buyer journey. These skills help you write copy that converts, price for growth, and launch products people actually want.

See skills for this role

What it does

Losing deals to a specific competitor

Research them across every public channel and produce a battlecard reps can open 5 minutes before a competitive call.

Entering a new market

Map the established incumbents, find their weaknesses, and prepare positioning before you start outbound.

Building a competitive intel program from scratch

PMMs without a dedicated competitive team get a structured process that runs end-to-end without manual research time.

How it works

1

Take competitor name and your positioning as input

2

Research website, reviews, ads, social, and pricing across the public web

3

Build a strengths and weaknesses matrix against your product

4

Generate positioning traps, landmine questions, and objection handlers

5

Save the battlecard to clients/{client}/product-marketing/battlecards/

Metrics this improves

Conversion Rate
Higher win rate against the competitor once reps have the battlecard
Marketing
Meeting Rate
Better qualification and earlier objection handling in competitive deals
Marketing

Works with

G2
manual

Mine G2 reviews for top complaints and praise

LinkedIn
manual

Check competitor's company page and employee sentiment

Reddit
manual

Search community discussions for competitor frustrations and alternatives

Similar skills

Auto-suggested by attribute overlap. Side-by-side comparison shows what differs.

Compare all 4 →

Churn Prevention

by Corey Haines
↳battlecard, competitive-matrixvsmessaging-brief(PMM artifact)·text, urlvstext, crm-data(What you provide)·internalvsconfidential(Data sensitivity)

Competitor Intelligence

by Gooseworks
↳battlecard, competitive-matrixvsmessaging-brief(PMM artifact)·text, urlvstext, api-credentials(What you provide)·markdownvsmarkdown, email(Output formats)

Pricing Strategy

by Corey Haines
↳battlecard, competitive-matrixvspricing-page(PMM artifact)·text, urlvstext(What you provide)·review-requiredvsapproval-required(Human review)
Sorted by attribute overlap × differentiation. Battlecard Generator shares 18+ attributes with each.
View on GitHub

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

DimensionThemUsNet
[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 markdown template — see source]

Save to clients/<client-name>/product-marketing/battlecards/vs-[competitor-slug]-[YYYY-MM-DD].md.

Cost

ComponentCost
Web researchFree
Review mining (optional, via review-scraper)~$0.50-1.00
Ad analysis (optional, via ad scrapers)~$0.50-1.00
All analysis and battlecard generationFree (LLM reasoning)
TotalFree — $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]"