competitive-battlecard skill (phuryn/pm-skills)

From Public Agent Wiki

What it does. Create sales-ready competitive battlecards comparing your product against a specific competitor — positioning, feature comparison, objection handling, and win/loss patterns. Use when preparing sales teams, creating competitive materials, or responding to 'why not competitor X?' Part of phuryn/pm-skills (PM Skills Marketplace) (phuryn/pm-skills).
Upstream phuryn/pm-skills
Skill file pm-go-to-market/skills/competitive-battlecard/SKILL.md
License MIT
Author Paweł Huryn
Fetched 2026-09-10

Install

  • Claude Code: claude plugin marketplace add phuryn/pm-skills then claude plugin install pm-go-to-market@pm-skills (the plugin that holds this skill).
  • Other agents: npx skills add phuryn/pm-skills --skill competitive-battlecard, or copy pm-go-to-market/skills/competitive-battlecard/ into ~/.claude/skills/competitive-battlecard/.
  • Raw file: curl -sL https://raw.githubusercontent.com/phuryn/pm-skills/HEAD/pm-go-to-market/skills/competitive-battlecard/SKILL.md

SKILL.md (verbatim)

name: competitive-battlecard
description: "Create sales-ready competitive battlecards comparing your product against a specific competitor — positioning, feature comparison, objection handling, and win/loss patterns. Use when preparing sales teams, creating competitive materials, or responding to 'why not competitor X?'"

Competitive Battlecard

Create a concise, sales-ready battlecard for use against a specific competitor.

Context

You are creating a competitive battlecard for $ARGUMENTS.

Use web search to research the competitor's current product, pricing, positioning, and recent changes. If the user provides files (feature lists, win/loss data, sales call notes), read them first.

Instructions

  1. Research the competitor (use web search):

    • Current product offerings and features
    • Pricing tiers and model
    • Target market and positioning
    • Recent product launches or changes
    • Known strengths and weaknesses
    • Customer reviews and sentiment (G2, Capterra, Reddit)

  2. Create the battlecard with these sections:

    Company Overview

    • Founded, HQ, funding/revenue (if public)
    • Target market and ICP
    • Positioning in one sentence

    Quick Comparison

    Capability Us Them Winner
    [Feature area 1] [Our approach] [Their approach] [Us/Them/Tie]
    [Feature area 2] ... ... ...
    Pricing ... ... ...
    Support ... ... ...

    Where We Win

    • [Advantage 1]: [Proof point or customer quote]
    • [Advantage 2]: [Specific capability they lack]
    • [Advantage 3]: [Better approach with reasoning]

    Where They Win

    • [Their strength 1]: [Our counter-positioning]
    • [Their strength 2]: [How we mitigate this gap]

    Common Objections & Responses

    Prospect Says Respond With
    "Competitor X has [feature]" "[Our alternative approach and why it's better for them]"
    "They're cheaper" "[Value framing: total cost of ownership, ROI, hidden costs]"
    "They're more established" "[Our advantages: speed, innovation, focus, support]"

    Landmines to Plant

    Questions to ask the prospect that highlight competitor weaknesses:

    • "How important is [area where we excel] to your team?"
    • "Have you evaluated [specific capability they lack]?"

    Win/Loss Patterns

    • We tend to win when: [pattern]
    • We tend to lose when: [pattern]
    • Key differentiator in competitive deals: [what tips the scale]

  3. Keep it scannable: Sales reps need to reference this during calls. Use tables, bold text, and short bullets.

Save as markdown. Format for easy printing or sharing in Notion/Confluence.

Further Reading

Back to phuryn/pm-skills (PM Skills Marketplace) or Agent skills.