Competitive intelligence glossary
Battlecard
A battlecard is a sales-facing reference summarizing how a product compares to a competitor — positioning, strengths, weaknesses, objection handling.
Battlecards exist to compress competitive knowledge into something a rep can scan in under a minute, usually right before or during a call. A good one covers who the competitor is, where each product wins and loses, the objections reps hear most often, and a short script for handling them — not a full research report.
Product marketing typically owns battlecards, drawing on win-loss interviews, competitor pricing pages, release notes, and direct feedback from sales. The best battlecards are updated on a cadence, not written once and filed away — a battlecard describing last year's pricing or a since-removed feature actively hurts a deal.
The most common mistake is treating a battlecard as a one-time deliverable. Competitors ship features and change pricing continuously, and a stale battlecard erodes rep trust faster than having none at all — reps stop opening a document they've caught being wrong.
Where Dozier fits
Dozier's Moves engine turns a competitive finding into a ranked, priced next action, which is the raw material a battlecard's objection-handling section needs — sourced and current rather than remembered from last quarter.
See MovesRelated terms
See it applied to your market.
Start with a free Exposure Audit — see your business the way a rival does — then cited findings, ranked moves, and Dozier watching for what changes next.
Browse the full glossary — 10 terms and counting.