How to Build a Deal-Winning Battlecard

Josh Gladstone broke down the anatomy of an effective battle card by introducing us to the COMP-ACT Framework (Comparison + Action.) He emphasized the need to build battlecards that show how you stack up against competitors and give sellers specific actions they can take based on those comparisons. He also shared some seriously detailed best practices like optimizing screen real estate, minimizing scroll depth, limiting hidden content, removing duplicates, and maintaining consistent formatting across cards.

🌶️ Pipin’ Hot Takeaways:

1. When it comes to battlecards, every comparison needs an action – pair competitive differentiators with specific talk tracks, trap-setting questions, or email templates sellers can use to bring them to life.
2. Lead with what matters – put critical content like “Why We Win” and pricing at the front of battle cards, and limit scrolling to 2,000 characters per section to keep sellers engaged
3. Avoid duplicate information across cards (like having the same points in “Why We Lose” and “Objection Handling”) and minimize clicks needed to access key information

🎤 Mic Drop Moments:

1. On Comparisons: “Our strengths only exist in the context of their weaknesses—it’s kind of like you can’t have light without darkness.”
2. On Battle Card Design: “When a seller comes to your battle card, they want the good stuff fast. You only have about five seconds to hook your audience.”
3. On Content Strategy: “We’re not just getting great content and putting it in awesome templates—we’re actually influencing the culture of compete. When you get everyone invested in your compete culture, that’s how you win deals.”

Session slides 👇