Slides

format

Software

industry

Bold

design

Sales battlecard template

A free sales battlecard template with one slide per competitor: where you win and lose, the questions that expose their weak spots, answers to their claims, and proof to send after the call. Cobl builds it from your company knowledge and deal notes.

Try it out

Make this template yours

Turn this template into a real document for your company. Cobl adapts the content, branding and structure to your context.

Use this template

We never train a model on your content.

Format

Slides

Length

1 overview + 1 slide per competitor

Sections

7 sections per slide

Exports

PowerPoint · PDF

Hosted in the EU. No model training on your data.

What's inside

The seven parts a rep reads during a call

A battlecard gets a few seconds of attention while the buyer is talking. Each part fits on one line.

Where they win, where we win

The deal types, segments and buyers where each side usually wins, taken from closed deals rather than from either marketing site.

Their pitch in their words

How the competitor describes itself to buyers, so the rep recognises the argument when the buyer repeats it.

Landmine questions

Questions to ask early that bring out the competitor's weak points without naming them. The buyer draws the conclusion.

Answers to their claims

Their three most common claims about you, each with a short, factual answer and a question to hand back to the buyer.

Proof points

Customer references, numbers and documents to send after the call, matched to the buyer's industry and size.

Pricing and packaging

How they price, where they discount and what is often missing from their first quote.

What not to say

Claims you cannot prove and remarks that sound defensive, so the rep stays credible when the buyer pushes back.

How it works

From this template to client-ready

Start from the template

Click “Use this template”. You start from a real example, with its structure, its method and its design.

Add your context

Nothing to prepare. Cobl asks you the right questions and pulls your company knowledge: your CRM, your tools, your past work and your branding.

Get the best of both

Cobl assembles the two. The rigour of the template, with your content and your branding. So, what comes out is client-ready.

Why this template

Made for the deal, not the wiki

Many battlecards describe your own product and market. Reps need to know what to say when the competitor's name comes up.

Written from outcomes

Win and loss patterns come from closed deals, not from feature grids. Reps trust a card that matches what they see in their own pipeline.

Questions before answers

Landmine questions let the buyer find the gap themselves. A buyer believes a weakness they found more than one you pointed at.

Short enough to use live

One slide per competitor, one line per point. If a rep has to scroll during a call, the card does not get used.

FAQ

Questions about this template

Is the sales battlecard template free?

Yes. You can use the structure on this page as it is, for free. You only need a Cobl account when you want Cobl to fill it in with your own competitors, deal history and branding.

What should a sales battlecard include?

Where each side usually wins, how the competitor pitches itself, landmine questions, answers to their claims about you, proof points, how they price, and what not to say. Keep it to one slide per competitor: a rep reads it during a call, not before a meeting.

How often should you update a battlecard?

Review each card at least once a quarter, and update it straight away when a competitor changes its pricing, launches a product or starts winning deals it used to lose. Add a last-updated date so reps know whether to trust it.

Who should own sales battlecards?

Product marketing usually writes them, and sales keeps them honest. The win and loss patterns and the objections come from reps in live deals. A card written without that input describes the market, not the deal.

Sales battlecard template

The seven parts a rep reads during a call

From this template to client-ready

Made for the deal, not the wiki

Questions about this template

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