Battlecard Generator — competitive ammo for sales — Claude Skill

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

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

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]"