I hear you! My earlier post about battle cards, and my title in particular, confused some readers. By outlining some of the problems with battle cards that have surfaced in our current research on the topic without providing a clear context of where battle cards are headed, I did not play out my cards effectively. My bad; thanks for the feedback.
Here is what we are up to and why: We are in the process of interviewing competitive intelligence professionals and reviewing a raft of tech industry battle cards. Our research to date shows that the wide range of purposes -- and the inconsistency of content -- in battle cards are undermining the value to sales reps at many tech vendors. This lack of a clear design point and focus on content that will be useful to the buyer -- and thus usable by the rep -- is making many battle cards mushy -- but not all of them!
At companies where battle cards are successful, they are very successful.
Effective battle cards provide valuable talking points that lie at the intersection of buyer expectations and needs and the product advantages and competitive differentiators that satisfy those needs. Great battle cards don’t deluge sales reps with facts out of context, but rather equip reps with usable insights to engage customers about meeting their needs. That is what we are finding so far.
Our purpose in researching battle cards is to identify what makes them successful and to develop a design point and methodology for creating great ones. Our research indicates that as the tech industry moves toward outcome selling, sales battle cards will become one of the important vehicles that portfolio teams will use to enable their sales channels.
We recently interviewed dozens of sales enablement professionals within the tech vendor community. These interviews painted a less-than-ideal picture of how sales teams value and use competitive battle cards – that competitive battle cards are a relic from out-dated selling models.
Battle cards still focus on products – just as they did in the days when customers purchased one product over another based on a side-by-side comparison of their features. In those days, competitive intelligence teams created battle cards about competitors – their company financials, products, sales tactics, and weaknesses – literally for sales reps to keep in their pocket.
A sampling of battle cards that we collected from across the tech industry confirms that battle cards are fashioned from a product point of view and often created because they are among the checklist of items for product managers when creating sales content. Today, portfolio managers also use the term “battle card’ for almost anything prepared for sales teams. In addition to competitive battle cards, we uncovered materials labeled as battle cards that talked about:
Industry overviews. How a vendor’s products can combine into a new solution to meet the needs of customers in an industry that the vendor does not currently service.
Technology profiles. How the capabilities of a new or emerging technology will allow it to displace the products or solutions that customers currently use.
The year was 1916, and the new "Bureau of Salesmanship Research" at the Carnegie Institute of Technology (now Carnegie Mellon) was launched in order to isolate and define the characteristics of successful salespeople. Founded by psychologist Walter Dill Scott, the bureau focused on identifying the training methods, processes, and personal characteristics necessary to sell complex products like insurance and financial services. Underwriting the organization were well-known names like Burroughs, Ford, Heinz, and Westinghouse. There, at the bureau, Scott went about the business of compiling what he could learn about improving "human efficiency." His work on compensation, loyalty, competition, imitation, and even "love of the game" led to a book on the subject that's now in the public domain (thanks, University of Virginia).