Why Your Sales Battle Cards Don't Work!

Dean Davison

 

 

 

 

 

 

 

 

 

 

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.
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A New Resource For Answers To Marketers' And Product Managers' Top Issues

Daniel Klein

I'm excited to introduce a new way for marketers and product managers to get answers to their most pressing issues and challenges.  Forrester has launched an online community for technology marketers and product managers as the premier destination for leaders to exchange ideas, opinions, and real-world solutions with each other. Forrester analysts will also be part of the community, helping facilitate the discussions and sharing their views.

The community is open to all technology marketers and product managers. 

Here’s what you’ll find:

  • A simple platform on which you can pose your questions and get advice from peers who face the same business or technology challenges.
  • Insight from our analysts, who weigh in frequently on the issues and point to relevant research. 
  • Fresh perspective from peers, who share their real-world success stories, best practices, and templates.
  • Content on the latest technologies and trends affecting your business — from Forrester and other thought leaders.

 

I encourage you to become part of the community:

  • Ask a question about a business or technology problem.
  • Start a discussion on an emerging trend that’s having an impact on your work.
  • Contribute to an existing discussion thread from a community member.
  • Share templates with your peers for common artifacts like social media guidelines or campaign outlines.
  • Suggest topics for upcoming Forrester research reports.
  • Create a community profile.
  • Share your perspective with others.

 

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