If you’ve ever watched a sales rep fumble through a call, desperately Googling a competitor’s pricing, you know why battlecards matter. This guide is for anyone who actually wants their sales team to use competitive insights—managers, marketers, product folks, and especially those who got “Put all the competitor stuff in Klue” added to their to-do list. We’ll skip the fluff and get right to what works.
Let’s build a battlecard in Klue that’s actually useful—step by step.
Step 1: Decide What Your Battlecard Needs to Do
Before you touch Klue, get clear on what the battlecard is for. Is it a quick reference during calls? A deep dive for SEs? Something execs will skim? If you try to cover everything, you’ll end up with a mess nobody reads.
What actually helps sales: - Key strengths and weaknesses (yours and the competitor’s) - How to talk about differences—plain language, not marketing copy - Common objections (“Why not just buy Competitor X?”) - Quick proof points (logos, case study links, third-party reviews) - Pricing talk tracks (if legal lets you) - Traps to set or avoid (“If they ask about this, here’s what they’re fishing for”)
What to ignore (for now): - Ancient win/loss stats no one trusts - Feature-by-feature grids longer than your arm - Internal politics—keep it focused on winning deals
Pro tip: Ask two reps what they wish they had on the last deal they lost to this competitor. Build the card for that, not for your boss.
Step 2: Gather and Organize Your Competitive Intel
Don’t dump everything you’ve ever heard about a competitor into Klue. Stick to what’s current and grounded in reality.
Sources to use: - Recent loss/win notes from CRM (if they’re any good) - Customer feedback and recorded calls - G2, TrustRadius, Reddit, or industry forums (actual user complaints, not vendor marketing) - Your own product team (but sanity-check their takes) - The competitor’s own docs and pricing pages—yes, check their website
How to organize: - Bullet points beat paragraphs. Sales wants fast answers. - Separate “What to say” from “Background info.” - Use links for deep dives—don’t paste in five pages of analyst notes.
Red flag: If you’re not sure something’s true, don’t include it. Sales will get burned and you’ll lose credibility.
Step 3: Set Up Your Battlecard in Klue
Now you’re ready to use Klue itself. The interface is decent, but like any tool, you get out what you put in.
To start: 1. Go to the “Battlecards” section in Klue. 2. Click “Create New Battlecard.” 3. Name it clearly (e.g., “Competitor X: Sales Battlecard”)—don’t get cute. 4. Pick a template if you want, but don’t be afraid to start from scratch. Most templates are a bit too generic.
Typical sections to include: - Overview (one-line “Who are they?”) - Strengths & Weaknesses (short, honest, no sugarcoating) - How We Win (when to play offense, when to walk away) - Landmines & Traps (what to avoid saying) - Objection Handling (with actual answers, not just “refer to marketing”) - Pricing & Packaging (if possible—label as “estimates” if you’re unsure) - Proof Points (logos, stories, reviews) - Deep Dive links (optional)
Editing tips: - Use formatting: bold for headers, bullets for lists, italics for “don’t say this” warnings. - Keep paragraphs short. Nobody wants to read a wall of text during a call. - Put the most important stuff at the top. Assume sales will never scroll.
Pro tip: Preview the card on mobile. Sales reps do a lot on their phones.
Step 4: Add Content That’s Actionable, Not Aspirational
Here’s where a lot of battlecards go off the rails—people pack them with wishful thinking, jargon, or half-truths. Don’t do that.
What works: - Real stories: “Customer X switched because…” beats “We offer best-in-class service.” - Actual objection-busters: Short, honest responses—not “Our solution is superior because it’s innovative.” - Quick reference: “If the customer asks about X, say Y. If they push back, try Z.”
What doesn’t: - Marketing buzzwords. Nobody believes “unparalleled synergy.” - Dated info. If it’s older than 3–6 months, double-check it. - Piling on. If your competitor does something well, admit it—then pivot.
Example:
Objection: “Competitor X is cheaper.”
What to say: “You’re right, they often come in lower upfront. Most of our customers find the hidden costs add up—see this review about implementation fees.”
Pro tip: If you can’t tie a point to a real deal or customer story, cut it.
Step 5: Set Up Sharing and Feedback Loops
A battlecard nobody uses is just busywork. Make sure sales knows it exists and can give you feedback.
Sharing: - Publish the battlecard in Klue and assign it to the right segment/team. - Link it in your sales enablement hub or wherever reps live (Slack, CRM, etc). - Announce it—short and sweet. “New Competitor X battlecard in Klue. Use it, break it, tell me what sucks.”
Feedback: - Add a feedback button or drop your email at the bottom. Make it easy for reps to suggest updates. - Review usage stats in Klue. If nobody’s opening it, ask why. - Schedule a 10-minute check-in with two sales leaders in a month. Don’t wait for annual reviews.
Pro tip: Bribes work. First three reps to send real feedback get coffee.
Step 6: Keep It Up to Date Without Losing Your Mind
Battlecards go stale fast. Don’t let yours become a graveyard of old claims.
How to stay on top of it: - Set a monthly calendar reminder to check for updates. It takes 15 minutes. - Subscribe to your competitor’s press releases, blog, and pricing changes. - Scan your CRM for recent deals against this competitor. - Crowdsource updates from reps (“Heard anything new on X?”) - If something’s unclear or outdated, flag it rather than guessing.
What to skip: - Don’t update just for the sake of it. Only change what matters to sales. - Avoid endless approvals. Get sign-off from one person, not five.
Pro tip: If your battlecard hasn’t changed in six months, you’re probably missing something—or your competitor’s dead.
Wrapping Up: Keep It Simple, Iterate Often
Building a battlecard in Klue isn’t rocket science, but it’s easy to overthink. Focus on what helps sales win deals today. Skip the novel-length deep dives. Start small, ask for feedback, and keep tuning it as the market changes.
Nobody gets it perfect on the first try. What matters is that your card gets used, not that it’s beautiful. If your reps trust it, you’re winning.