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For B2B Marketing Professionals

Build Battle Cards That Focus On Buyer Priorities

Insights Into Building Battle Cards That Help Sales Reps Win Deals

February 6, 2012

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  • By Dean Davison
  • with Bradford J. Holmes,
  • Chenxi Wang,
  • Daniel Feldman

Why Read This Report

Sales reps need battle cards to anticipate and counter competitors' claims in sales conversations, but today's battle cards are little more than side-by-side product comparisons. Sales enablement (SE) professionals will help sales reps outmaneuver competitors by developing battle card content from the customers' point of view — using buyer problems and priorities to frame the points and counterpoints that matter to them. This report outlines Forrester's standardized approach to building battle cards to help your sales reps win competitive deals.


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Table of Contents

  • Buyers Engineer Competitive Deals
  • The Battle Card Design Point Is A Competitive Conversation
  • Beat Competitors By Understanding Customers
  • Build Battle Cards That Begin With Buyers
  • Example: Building Battle Cards For Security Content Suites
  • Bringing Your Battle Card Together

  • Finding Frontline Insights About Competitors
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