Why Read This
To justify your investment, sales battle cards must help sales outmaneuver competitors and ultimately increase their overall win rate in competitive deals. Given the siloed way competitive insight is developed at most companies, and despite their best intentions, the product managers or marketing teams that build battle cards lack enough insight into the reality of sales conversations to capture or convey the content reps need to successfully preempt or counter competitors. To accelerate the work of sales enablement professionals in transforming sales battle cards, Forrester organized a group of experienced practitioners who helped create Forrester's battle card standards. This report introduces those standards and outlines a plan for sales enablement professionals to shape the practices of groups that create battle cards and the sales reps who use them.