How to Start a Business

Startup Sales Secrets: How Battle Card Gives You a Competitive Edge in B2B Sales

Jinsoo Choi
May 1, 2024
(Source: Unsplash)

$195 billion. That’s the total worth of the global SaaS market as of 2023. 

The already fierce market will witness even more competition because of AI that automates sales processes and improves sales pitches with ease. Those in charge of B2B sales will have to compete with larger, more established competitors now armed with AI. So, what would be the solution for leveling the playing field against your sales opponents? 

A sales battle card can be an answer for you. The tool used by significant startups including Relate and Hubspot, is a customizable template that concisely displays your competitiveness. The card mainly shows core features, key values, pricing, and comparative advantage. With exceptional conciseness and consistency, the sales battle card will boost your B2B sales and your team’s efficiency.

A Simple yet Powerful Tool Proved by Time

The sales battle card was originally a chart for organizing the company’s critical information, such as its products and services, competitors, and possible prospects in the 1990s. 

However, the template became sophisticated as the business sales got more competitive in the 2000s. The card began to include more data, such as genuine customer feedback and market research summary. At the time, sales teams used the tool to customize their sales pitch efficiently. 


After the emergence of SaaS in the 2010s, sales battle cards play a vital role more than ever. They are necessary to highlight comparative advantage, clarify value propositions, and accelerate deal closure. 

Global corporations are also using the tool. Adobe utilized the sales battle cards to sell its Creative Cloud suite, and Microsoft joined the trend to maximize the selling of Office 365 products. Both corporations reported that they experienced more than 10% faster deal closures than before. 

Although there are numerous forms of sales battle cards, the purpose remains the same: 

  • Provide a perspective that can highlight your solution’s value.
  • Visualize the differences between your solution and competitors’.
  • Maintain your sales pitch up-to-date.

What to do: Remember the Five

There is no strict format for a sales battle card. Each team’s battle card can differ based on market conditions, competitor status, etc. However, five core elements are strongly recommended regardless of industry. 

(Source: SmartBug Media)

1. Comparison Standard That is Best for You

If you were to sell Figma as a design tool and compare it with Adobe software, you wouldn’t have much of a chance. However, if you focus on your product’s better coworking options, Figma wins hands down. A sales battle card can give your client a clear perspective for comparison, dramatically boosting your deal closing.

2. A Clear View of Details

Today’s clients simply don’t have time to research. A brief highlight table of your product/service’s features, specialties, and unique selling points can save the buyer and your team time. The client does not have to review all the brochures and guide documents. Also, your team can focus on tailoring the perfect sales pitch. 

3. Objection Handling Guidelines

Create a list of expected inquiries and objections. This will persuade your client that your team is prepared to handle commonly occurring issues. Adding real-life experience in solving customer complaints will enhance your credibility in customer care. 

4. Common Pain Points

Summarize your customers' most common challenges. This clarifies the client's needs and how your product/service can address the issue effectively. It is also helpful for sales personnel to identify what points they should focus on when they make a sales pitch.

5. Establish Sales Consistency

A sales battle card is also a template for ensuring the sales and other teams are on the same page. The tool can be a foundation for consistent marketing and customer care, which leads to your brand’s solid value proposition. 

(Source: Unsplash)

Make Your Sales Battle Card Effective: Update, Connect, Feedback

Sales are about precisely identifying clients' needs and providing optimal solutions. To do this, knowing how to use and manage sales battle cards effectively is critical. Remember and practice these three points; the cards will become your ultimate sales partner.

A. Research & Update

Your sales battle card should include the latest information about your brand’s and competitors’ products and services. Consistently researching the latest market and industry trends, customer needs, and competitors’ news can provide fresh insight for a better sales strategy.

B. Communicate with Other Teams

Different teams have different opinions about your brand’s product and service. This is why regularly sharing sales battle cards with others is critical. Ideas and suggestions from other teams, such as marketing, product development, and customer service, can help solidify your sales pitch.

C. Version Up with Feedback

There is no universal solution to all B2B sales situations. Your sales battle cards can be mostly effective but yield less desirable results from time to time. Honest feedback from sales team members is valuable for improving your sales tool. A good routine can include consistently having an after-sales review with sales representatives.

Where to Start? We Got You Covered

There are sources that will provide you with even deeper insight into sales battle cards. From AI-based software to a collection of use cases, the following list will assist you in creating and applying your own sales battle cards. 

Sales Battle Card Insights

What is a Sales battlecard? Everything you need to know (

13 Winning Sales Battlecard Templates & Best Practices (

Sales Battlecards | Sales Battle Card Examples | Sloovi (

Sales Battle Card Creation Tools

Visme (Free-to-Use with Additional Options)

Relate (Free-to-Use with Additional Options)

Paperflite (Monthly Subscription Only)

Salesmate (Monthly Subscription Only)

*If you want to boost your business growth?
Contact for more tools and workshops! (Link)

(Credit : underdogs)

Written by Jinsoo Choi


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Jinsoo Choi
I am a freelance editor with an exceptional interest in branding, fashion, marketing, the media industry, and cultural events. I'm also capable of deep-diving areas with zero experience, interviewing people with a focus on an individual's genuine passion and story. I aim to become an editor who can provide insights for South Korean and international readers.