Competitors App Battlecard Templates.pptx

Competition App Battlecard template

1. Battlecard Example Create dynamic battlecards with real-time competitive intelligence data: https://competitors.app/

2. About These Battlecard Templates Competitor battlecards are one of the more popular sales enablement materials businesses create today. Competitor battlecards provide an overview of a specific competitor’s company, products, and services and provide guidelines on how to win a deal against that competitor. The most effective battlecards are easy to consume, up-to-date with the latest competitive intelligence, and tailored to the sales process. These templates have been crafted based on best practices gleaned from researching a variety of companies’ real life battlecards. They draw from the design, content structure, and formats that were most common among the battlecards reviewed. The goal with these templates is to make the process of creating effective battlecards easier, sharing the lessons from peers in the industry and providing a head start on creating the materials themselves, so that you can get straight down to helping your sales team win more competitive deals. Simply customize with your branding, competitors, and content, and share with your team!

3. VS. Short summary of core messaging Short summary of core messaging Overview Brief description of the company, product, and market that they sell to. Keep it short and sweet, just 1-2 sentences. Strengths Competitor’s key strength A – Include a description of this strength. Competitor’s key strength B – Include a description of this strength. Competitor’s key strength C – Include a description of this strength. Weaknesses Competitor’s weakness – Show their weakness and why it’s important. Competitor’s weakness – Show their weakness and why it’s important. Competitor’s weakness – Reveal their weakness and why it’s important. Why We Win Key Takeaway – Highlight why customers choose your solution over this competitor’s, likely tied to one of their weaknesses Key Takeaway – Highlight why customers choose your solution over this competitor’s, likely tied to one of their weaknesses Key Takeaway – Highlight why customers choose your solution over this competitor’s, likely tied to one of their weaknesses Questions to Ask What is a question a sales rep can ask to best position your solution? What is a question a sales rep can ask to best position your solution? What is a question a sales rep can ask to best position your solution? Handling Objections Objection – Describe how to handle a common objection to your solution when compared to the competitor’s Objection – Describe how to handle a common objection to your solution when compared to the competitor’s

4. Company Overview Brief description of the company, product, and market that they sell to. Keep it short and sweet, just 1-2 sentences. Products Product Name – short description of what it is and who it’s for Add details if needed Add details if needed Add details if needed Product Name – short description of what it is and who it’s for Product Name – short description of what it is and who it’s for Pricing Package 1 - $x and highlights of what’s included Package 2 - $x and highlights of what’s included Strengths Competitor’s key strength – Include a short description of a strength of this competitor’s solution. Competitor’s key strength – Include a short description of a strength of this competitor’s solution. Competitor’s key strength – Include a short description of a strength of this competitor’s solution. Weaknesses Competitor’s weakness – Reveal a weakness of this competitor’s solution and how your solution differs. Competitor’s weakness – Reveal a weakness of this competitor’s solution and how your solution differs. Competitor’s weakness – Reveal a weakness of this competitor’s solution and how your solution differs. How We Win Key Takeaway – Highlight why customers choose your solution over this competitor’s. Key Takeaway – Highlight why customers choose your solution over this competitor’s. Key Takeaway – Highlight why customers choose your solution over this competitor’s. Potential Landmines Topic or feature – Example of your own weakness that may be surfaced, and how to handle on a sales call Topic or feature – Example of your own weakness that may be surfaced, and how to handle on a sales call Topic or feature – Example of your own weakness that may be surfaced, and how to handle on a sales call Battlecard

5. Battlecard COMPANY OVERVIEW Brief description of the company, product, and market that they sell to. Keep it short and sweet. PRODUCTS Product names and short descriptions of what they are and who they’re for. CUSTOMERS Describe the markets that they target and mention some of their notable customers. PRICING Pricing starts at $x or describe pricing ranges and structure. WHY WE WIN Describe reason #1 why we win Include supporting points Include supporting points Describe reason #2 why we win Include supporting points Include supporting points Describe reason #3 why we win Include supporting points Include supporting points WHY WE LOSE Some details here Some more points here More points here Some details here Some more points here More points here Some details here Some more points here More points here “Quote from customer highlighting why we win” - Name, Title, Company “Quote from customer that switched from competitor.” - Name, Title, Company See all the Zendesk battlecards at internalwiki.com/battlecards or in the slack channel #competitors

6. Page 1 o 2 Intercom vs. Zendesk Battlecard Company Overview Competitor Claims & How to Handle Them Brief description of the company, product, and market that they sell to. Keep it short and sweet, but highlight the company’s messaging, team, and market focus. Claim How to Respond Competitor’s claim against you Talking point on how to respond Talking point on how to respond Competitor’s claim against you Talking point on how to respond Talking point on how to respond Competitor’s claim against you Talking point on how to respond Talking point on how to respond Talking point on how to respond Products Competitor Weaknesses & Sales Trap Questions Product Name – short description of what it is and who it’s for Add details if needed Add details if needed Product Name – short description of what it is and who it’s for Add details if needed Add details if needed Weakness Sales Questions Competitor weakness Provide prompts the sales team can use to help prospect uncover competitor’s weakness Competitor weakness Provide prompts the sales team can use to help prospect uncover competitor’s weakness Competitor weakness Provide prompts the sales team can use to help prospect uncover competitor’s weakness Provide prompts the sales team can use to help prospect uncover competitor’s weakness

7. Intercom vs. Zendesk Battlecard Key Feature Comparison Pricing Comparison Notable Customers Feature Us C Zendesk Pricing Package 1 $x Details on what’s included Callouts on limitations Package 2 $x Details on what’s included Callouts on limitations Package 3 $x Details on what’s included Callouts on limitations Zendesk Customers Feature name/description Y Y Feature name/description Y Y Feature name/description Y N Feature name/description Y N Feature name/description Y P Feature name/description Y $$ Feature name/description $$ $$ Intercom Pricing Package 1 $x Details on what’s included And typical use cases Package 2 $x Details on what’s included And typical uses cases Package 3 $x Details on what’s included And typical use cases Intercom Customers Feature name/description N Y Feature name/description N $$ Feature name/description Y P Feature name/description Y N Feature name/description Y N Feature name/description P N

8. Most Recent Updates Company Zendesk Intercom Drift Product Messaging Company Zendesk Intercom Drift Features Company Zendesk Intercom Drift Pricing Company Zendesk Intercom Drift

9. Zendesk OVERVIEW Company description that highlights their history, their messaging , their products , and their target market . Mention some of the key points about their strengths & weaknesses and key points to know about their approach. Tee up an understanding of why your solution is superior – high level points on how to go up against this competitor. KEY TAKEAWAY Summarize how you’re able to win against this competitor, highlighting your strengths and why customers choose your solution in competitive sales situations. Try writing this in such a way that a sales executive can read it as part of a sales call and it will successfully tee up the conversation to go well. Zendesk STRENGTHS Competitor’s key strength – Include a short description of this strength. Competitor’s key strength – Include a short description of this strength. Competitor’s key strength – Include a short description of this strength. Competitor’s key strength – Include a short description of this strength. Competitor’s key strength – Include a short description of this strength. Zendesk WEAKNESSES Competitor’s weakness – Reveal their weakness and why it’s important. Competitor’s weakness – Reveal their weakness and why it’s important. Competitor’s weakness – Reveal their weakness and why it’s important. Competitor’s weakness – Reveal their weakness and why it’s important. Last updated: March 2021 Battlecard

10. FEATURE COMPARISON Last updated: November 2021 PRICING COMPARISON Zendesk Pricing Overview of the competitor’s pricing model, packages, and extra charges. Reference: www.zendesk.com/pricing Pricing Example Describe a typical customer case and how the charges would add up with the competitor’s solution. Pricing detail #1 Pricing detail #2 Pricing detail #3 Total Cost: $x Then compare that customer case with your own pricing model. Pricing detail #1 Pricing detail #2 Pricing detail #3 Total Cost: $x (cost savings of $y per year) Zendesk Intercom Feature Name Y Y Feature Name Y Y Feature Name Y Y Feature Name Limited Pro Package Feature Name Limited Y Feature Name Y Y Feature Name N Pro Package Feature Name N Limited Feature Name Limited Y Feature Name Limited Limited Battlecard

11. Intercom Zendesk In a Nutshell Short description of the company, its products, and its customers. Short description of the company, its products, and its customers. Year Founded 2005 2000 Headquarters San Francisco, CA Chicago, IL Funding $100M $80M Employee Count Approx. 500 Approx. 200 Customer Count Approx. 1,000 Approx. 200 Key Messaging Points Key point – used in sales/marketing Key point – used in sales/marketing Key point – used in sales/marketing Key point – used in sales/marketing Key point – used in sales/marketing Key point – used in sales/marketing Recent Wins vs. Zendesk ( Link to More ) Customer Name – short description of why we won Customer Name – short description of why we won Recent Losses vs. Zendesk ( Link to More ) Customer Name – short description of why we lost & lesson learned Customer Name – short description of why we lost & lesson learned Zendesk vs. Intercom at a glance

12. COMPETITOR OVERVIEW Brief description of the company, product, and market that they sell to. Keep it short and sweet. Note any high level product details that are needed for context. And mention some of their notable customers as well as notable customers who have chosen your solution over theirs. INTERCOM COMPETITIVE DIFFERENTIATORS See all the Intercom battlecards at internalwiki.com/battlecards or in the slack channel #competitors Reason #1 Include supporting points, highlighting your strength over the competitor Include supporting points, highlighting the competitor’s weakness Include supporting points, including customer quotes or other proof points Reason #2 Include supporting points, highlighting your strength over the competitor Include supporting points, highlighting the competitor’s weakness Include supporting points, including customer quotes or other proof points Reason #3 Include supporting points, highlighting your strength over the competitor Include supporting points, highlighting the competitor’s weakness Include supporting points, including customer quotes or other proof points 1 2 3 “Quote from customer that switched from competitor.” - Name, Title, Company Battlecard