So, you need to build a sales battlecard, and your team’s using Crayon. You want something reps will actually use—not another slide deck that collects dust. This guide’s for sales enablement folks, product marketers, and anyone who’s tired of vague “best practices” that never work in real life.
Here’s how to build a battlecard in Crayon that’s actually useful, minus the fluff.
Step 1: Know What a Battlecard Actually Is (And Isn’t)
Before you log into Crayon, let’s get one thing straight: a battlecard isn’t your product’s Wikipedia page. It’s a cheat sheet for sales—quick reference, not a novel. If your reps can’t scan it in under a minute, they won’t use it.
A good battlecard: - Tells reps what to say (and what not to say) in real sales calls. - Focuses on differences that matter to your buyers. - Anticipates real objections and questions.
What to skip: - Endless feature lists. No one cares. - Hype about your “award-winning” culture or mission statement. - Generic “why we’re great” paragraphs.
Pro tip: Ask a salesperson what they actually need help with. Build for that, not for your boss.
Step 2: Figure Out Who (and What) the Battlecard Is For
Crayon can handle a bunch of battlecards—by competitor, product line, or scenario. But don’t try to cover everything at once.
Decide: - Which competitor or topic does your team struggle with most? - Who’s the primary audience—new reps, experienced AEs, SDRs? - Is this for live calls, email follow-ups, or both?
Keep it focused: One battlecard, one competitor (or one use case). Save the encyclopedias for later.
Step 3: Gather the Right Intel (But Don’t Overdo It)
Crayon is good at surfacing competitive intel. But just because you can pull in 100 data points doesn’t mean you should.
Focus on: - 3-5 talking points your buyers actually care about. - Real-world objections reps hear (not what product or marketing thinks the objections are). - Proof points—customer logos, case studies, or data that’s actually impressive.
Sources to trust: - Win/loss interviews - Call recordings - Customer feedback - Product documentation (yours and theirs)
Ignore: - Hearsay from Slack. - Hype pieces (“Company X is the ‘Uber of Y’!”) - Outdated info. If you can’t confirm it’s true today, leave it out.
Step 4: Log Into Crayon and Start a New Battlecard
Crayon’s UI is straightforward, but here’s what actually matters in the battlecard creation flow:
- Go to the “Battlecards” section.
- Click “Create New Battlecard.”
- Pick a clear, specific title. “Acme Corp — Objection Handling” beats “Acme Overview.”
- Choose a template. Crayon has templates, but don’t get locked in. Start with something basic if you’re not sure.
Don’t get fancy at first: The slickest design in the world won’t help if the content isn’t right.
Step 5: Build the Core Sections That Matter
Here’s what most sales reps actually use, in order of importance:
1. Quick Positioning Statement
- What’s your product in one line, vs. the competitor?
- No adjectives, no B.S.—just the difference.
- Example: “We integrate natively with Salesforce. Acme requires Zapier.”
2. Key Differentiators
- 3 bullet points, max.
- Each should be specific and relevant. “Better customer support” is useless unless you can prove it.
3. Objection Handling
- List the top 3 objections reps hear about your product vs. the competitor.
- For each, give: a) what the objection is, b) what to say, c) what not to say.
Example:
Objection: “Acme is cheaper.” What to say: “That’s true for the starter plan, but our pricing includes support and onboarding.” What NOT to say: “We’re worth it because we care more.”
4. Landmines (Subtle, Not Sleazy)
- What are safe, honest questions reps can ask to steer prospects your way?
- Don’t suggest traps or FUD. If you wouldn’t say it on a recorded call, don’t put it here.
Example:
“How are you currently handling X integration? Our native support means no manual work.”
5. Proof Points
- 1-2 customer logos or stories relevant to this competitor.
- Real numbers beat generic claims.
Skip: - Full product feature lists (link out if you must). - Marketing copy.
Step 6: Use Crayon Features That Actually Help
Crayon offers a lot—some features are gold, others are just noise.
Worth using: - Version history: You’ll need to update these—sales battles change fast. - Commenting: Let reps ask questions right on the card. - Usage analytics: See which cards get read. If no one’s looking at it, you’ve missed the mark.
Nice to have, but don’t get distracted: - Fancy formatting and visuals. Clean and scannable > pretty. - Integrations (Slack, CRM)—good if your team already lives there, but not worth forcing.
Ignore: - Anything that turns your battlecard into a wall of text. - Endless “insights” that don’t tie back to what sales actually faces in the field.
Step 7: Get Feedback Before You Roll It Out
Don’t ship your first draft and call it done.
How to test: - Share with 2-3 real sales reps—ideally those who didn’t help you write it. - Ask: “What here is actually helpful? What’s missing? What’s useless?” - Watch them use it in a real call if you can.
Warning signs: - Reps say, “I already knew all this.” - They copy-paste the whole thing into an email (means it’s too long). - They never open it again.
Iterate: Your first version won’t be perfect. That’s normal.
Step 8: Roll Out and Train (But Keep It Short)
Don’t do a 60-minute training. No one wants that.
- Share the battlecard in your team’s usual channels.
- Record a 5-minute video: “Here’s what’s new, here’s how to use it.”
- Remind reps it’s a tool, not a script.
Pro tip: Ask for feedback after a month. If sections aren’t being used, cut them.
Step 9: Keep It Alive (Or Just Delete It)
Battlecards die when they’re out of date. Set a calendar reminder to review every quarter—or whenever the competitor does something big.
- Archive or delete battlecards no one uses.
- Update when a competitor changes pricing, launches a major feature, or your own product shifts.
- Don’t be afraid to kill cards that don’t get traction.
Final Thoughts: Keep It Simple, Stay Honest
A great battlecard in Crayon is short, honest, and focused on what reps actually need. Don’t sweat making it perfect on day one. Start small, get feedback, and update often. If your sales team trusts it, they’ll use it. If not, all the bells and whistles in the world won’t save it.
Build for real conversations, not for show. Now go make something your reps will actually thank you for.