Enhance Sales Success With Better Battle Cards
Designing And Delivering Content For Sales Conversations
April 14, 2011
Why Read This Report
Competitive and market intelligence (CMI) teams produce battle cards that help sales reps anticipate and respond to competitors' claims. Sales reps, however, don't value today's battle cards, which typically push company messages and product features rather than parse the subjects that customers want to discuss. As CMI teams refocus their content onto customer conversations, they must also deliver battle cards more effectively, depending less on sales portals and static documents and more on emerging software tools. CMI leaders should take the first step toward better enabling sales by evaluating their current battle cards against the design principles — specificity, content, delivery, and validation — outlined in this report.
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Table of Contents
- Better Battle Cards Will Boost Business
- Better Battle Cards Center On Customer Conversations
- Principles For Building Better Battle Cards
- Setting Sales Expectations Is As Important As Battle Card Content
- Supplemental Material
- Related Research Documents
Using Standards To Accelerate Your Sales Battle Card Transformation
April 26, 2012 | Dean Davison
Forrester's Sales Battle Card Evaluation Results
October 11, 2011 | Dean Davison
Use Competitive Selling Scenarios To Build Better Battle Cards
June 6, 2011 | Dean Davison