Example
A sample battlecard: Ticketwren
One card per competitor, written from their own pages, their reviews and the news, and rewritten every month. Anything they change in between is flagged on the card.
Ticketwren is a fictional help desk vendor. In your account, facts link to their sources, and a price change or a launch shows on the card as soon as we spot it.
Pocket card
Ticketwren wins on seat price. You win once a team needs automation.
- Workflows change often
- The buyer compares total cost
- Several teams share one help desk
- One small team wants the lowest seat price
- No admin time is budgeted
What changed
Pro raised from $79 to $95 per seat (Monday). Talking point: price the whole contract, not the seat. At ten seats the gap is now small, and automation is extra on Ticketwren.
Objection handling
Discovery questions
- Who on your team will build and maintain the workflows?
- How many teams will share the help desk next year?
- What did your last renewal cost compared with the first year?
By the numbers
| Metric | You | Ticketwren |
|---|---|---|
| Automation | Included on every plan | Add-on, $15 per seat |
| Single sign-on (SSO) | Included | Enterprise plan only |
| Pro plan, per seat | $89 | $95 |
Landmines to set
Their turf
- Fast setup for a single team
- The lowest entry price
- A clean, simple inbox
Pivot: agree it's quick to start, then move the conversation to the second team and the second year.
Fight for these deals
- More than one support team
- Complex routing or approvals
- Security review with SSO required
Walk away from these
- A single agent with no workflows
- Price is the only criterion
Buying signals
- They post a job for a support operations lead. Workflows are about to get complex: offer an automation review.
- Their renewal with Ticketwren is within 90 days. Send the total-cost comparison now.
Scorecard
| Area | You | Ticketwren | Note |
|---|---|---|---|
| Automation | 5/5 | 2/5 | Theirs is a paid add-on |
| Ease of setup | 3/5 | 4/5 | They are quicker for one team |
| Price for small teams | 3/5 | 5/5 | Their seat price is lower |
| Security and SSO | 5/5 | 3/5 | SSO is Enterprise-only at Ticketwren |
What every battlecard includes
- The pitch in one line, plus where you win and where they do.
- Objections and discovery questions a rep can use on the next call.
- Numbers and a scorecard from their own pages, with sources.
- What changed, with a talking point, refreshed every month and flagged in between when they change pricing or launch something.
See also: a sample Monday brief and how we gather intelligence.