Competitor Analysis Template and Sales Battlecard

Build a sales battlecard for one competitor: overview, where they win, where they are weak, why you win, questions to ask, answers to what buyers say and proof points, plus a feature comparison and your win rate against them. Pick how they compete for ready-made starters, then print or save as PDF. Free.

Enter your company and the competitor, then fill in the sections. Click a starter to add it and edit the words; start a line with a dash to make a bullet point. The battlecard updates as you type and the draft is kept in this browser until you start over. Make one card for each main competitor.

Your company Competitor Competitor website (optional) How they compete (changes the starters) Prepared by (optional) Last updated (optional) Deals won against them (optional) Deals lost to them (optional) Competitor overview Who they sell to, company size, pricing and how they describe themselves. Where they win What buyers like about them, honestly: features, price, brand, partners.

Where they are weak Gaps, complaints in reviews, hidden costs and the deals they lose.

Why we win Your two or three differences that matter most to the buyer, in the buyer’s words.

Feature comparison (optional; what buyers compare)

Feature You Them

Questions to ask Questions that make the buyer notice what the competitor lacks, without naming it.

When the buyer says… What buyers say about the competitor and what you answer: one line each.

Proof points Customers who switched from them, numbers, reviews and analyst ratings.

Battlecard template: sections

Section	Answers
Competitor overview	Who they are
Where they win, where they are weak	Honest view
Why we win, feature comparison	Your edge
Questions to ask	Set the agenda
When the buyer says…	Your answer
Proof points, win rate	Evidence

Example

A CRM company competes with a cheaper rival whose add-ons raise the real price. Against it the team won 18 deals and lost 12, a win rate of 18 ÷ 30 = 60%. The comparison shows it ahead on 3 of 5 features — email automation, sales forecast and live chat support — and behind on 1, the free plan. Click Load example to see the full card.

Win rate against a competitor

Deals where they were also in the running	Win rate
18 won, 12 lost	60%
2 won, 1 lost (only a first hint)	66.7%
Won ÷ (won + lost) × 100	formula

Open deals and deals lost to no decision are left out. Compare the win rate against each competitor with your overall win rate: where it is much lower, the battlecard needs work first. See how the win rate drives revenue with the sales velocity calculator.

How sales teams use battlecards

Keep each card to one or two pages so a rep can read it in the five minutes before a call. Lead with questions, not attacks: a good question lets the buyer discover the competitor’s gap on their own. Practise the answers in the card with the sales objection handling tool, and look at your own position more widely with a SWOT analysis.

Frequently asked questions

What is a sales battlecard?

A battlecard is a one-page guide that helps salespeople win deals against one competitor. It sums up who the competitor is, where they are strong and weak, why buyers choose you, questions to ask, answers to what buyers say and proof such as customer stories. Reps open it before and during calls.

What should a competitor analysis include?

For each main competitor: who they sell to, pricing, strengths, weaknesses, how their features compare with yours, and why you win or lose against them. Add your win rate against each one from your CRM, and keep it to what changes how your team sells.

How do I find information about competitors?

Ask your sales team what buyers say in calls, read lost-deal notes in your CRM, and read reviews on sites such as G2 and Capterra. Check the competitor’s website, pricing page, help center and job ads, and talk to customers who switched from them. Note the date next to each fact.

How do I calculate my win rate against a competitor?

Count the deals decided in a period where this competitor was also in the running. Divide the deals you won by the deals won plus lost, and multiply by 100. 18 won and 12 lost is 18 ÷ 30 = 60%. With fewer than 10 decided deals, treat it as a first hint.

How often should a battlecard be updated?

Review it every quarter and whenever the competitor changes pricing, launches a major feature or starts winning more deals. Put an owner and a last-updated date on the card so reps know whether to trust it.

Is what I type stored or sent anywhere?

No. The battlecard is built in your browser and the draft is saved only in this browser so you can come back to it. Nothing you type is sent to SalesBond or anyone else, and no AI reads it. Click Start over to clear it.

Related tools: sales objection handling, SWOT analysis template, sales velocity calculator. More on sales and running a sales team on the SalesBond blog and the home page.

Official sources

Wikipedia: Competitor analysis — what a competitor analysis covers and why sales and marketing use it.
Wikipedia: Competitive intelligence — gathering competitor information legally and ethically.

Updated on Nov 6, 2026. This calculator is for information only and is not tax, legal or payroll advice. Use facts you can check, such as public pricing, reviews and your own deal records; do not copy a competitor’s confidential material.