competitive-battlecard

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🇺🇸

Original

English

🇨🇳

Translation

Chinese

Competitive Battlecard

竞争对战卡

Mission

目标

Create a battlecard people can actually use in a live conversation.

The output should be concise, current, honest about where the competitor is strong, and grounded in evidence. It should help a rep ask better questions and frame the decision, not memorize a feature dump.

打造一张能在实时沟通中实际使用的对战卡。输出内容需简洁、时效性强，如实承认竞品的优势，且以证据为基础。它应当帮助销售代表提出更优质的问题、引导决策框架，而非让代表死记硬背功能堆砌的内容。

Use this skill when

适用场景

a sales or CS team needs an us-vs-them guide
an existing battlecard is stale
a competitor is appearing repeatedly in deals
a new sales motion needs competitive enablement
a PMM needs trap-setting questions, objection guidance, or quick comparison language
a launch changes the competitive story
a competitor pricing, positioning, or product change affects existing enablement

销售或客户成功（CS）团队需要「我方vs竞品」指南
现有对战卡已过时
某竞品在交易中频繁出现
新的销售打法需要竞争赋能支持
产品营销经理（PMM）需要陷阱式挖掘问题、异议应对指南或快速对比话术
产品发布改变了竞争格局
竞品的定价、定位或产品变化影响了现有赋能材料

Do not use this skill when

不适用场景

the user needs a full positioning strategy. Use
```
competitive-positioning
```
.
the work is enablement for a specific upcoming launch or release. Use
```
competitive-launch-readiness
```
.
the user only needs a competitor research dossier. Use
```
competitive-deep-dive
```
.
the user wants one immediate response to a specific buyer objection. Use
```
competitive-objection-response
```
.
the user wants preparation for one named account or opportunity. A battlecard is reusable across deals; use
```
competitive-deal-prep
```
for the one in front of them.
the user wants an existing card or talk track updated after a market change rather than a new card. Use
```
competitive-enablement-refresh
```
.
the user wants every competitive asset scanned for stale claims. Use
```
competitive-asset-audit
```
.

用户需要完整的定位策略，请使用
```
competitive-positioning
```
工作内容是为即将到来的特定发布或版本做赋能准备，请使用
```
competitive-launch-readiness
```
用户仅需要竞品研究档案，请使用
```
competitive-deep-dive
```
用户需要针对特定买家异议的即时回复，请使用
```
competitive-objection-response
```
用户需要为单个指定客户或商机做准备。对战卡可跨交易复用；针对当前单个商机请使用
```
competitive-deal-prep
```
用户需要在市场变化后更新已有卡片或话术脚本，而非创建新卡片，请使用
```
competitive-enablement-refresh
```
用户需要排查所有竞争资产中的过时表述，请使用
```
competitive-asset-audit
```

Required outcome

预期产出

Produce a battlecard that answers:

When are we likely to see this competitor?
Why do buyers consider them?
Where are they genuinely strong?
Where do we have a meaningful advantage for the relevant customer?
What discovery questions expose fit and trade-offs?
What common objections should the field be ready for?
What proof supports our response?
When are we poorly positioned to win or should we qualify out?
What recently changed that makes an older card stale?

产出的对战卡需回答以下问题：

我们通常在哪些场景下会遇到该竞品？
买家为什么会考虑他们？
他们的真正优势在哪里？
对于目标客户，我们的核心优势在哪里？
哪些挖掘问题能暴露适配性和权衡取舍？
一线团队需要准备好应对哪些常见异议？
有哪些佐证材料能支撑我们的回复？
什么时候我们胜算很低，或者应该主动放弃该商机？
近期有哪些变化导致旧版对战卡过时？

Context acquisition

信息获取

Read

references/CONTEXT.md

. If call, CRM, win/loss or company-knowledge sources are connected, read

references/INTERNAL.md

before using them.

Minimum useful context:

home product
competitor
intended audience or sales motion if known

Strongly preferred:

LMTY current report and recent changes for both subjects
current positioning and pricing
win/loss evidence
sales calls and objection themes
customer wins and switch stories
product proof and limitations
segment, use case, and sales stage

If internal deal evidence is unavailable, do not fabricate why the home company wins or loses.

阅读

references/CONTEXT.md

。如果已对接通话、CRM、赢单/输单或内部知识库资源，请先阅读

references/INTERNAL.md

再使用这些资源。

最低有效信息要求：

我方产品
竞品
目标受众或销售打法（如已知）

强烈建议提供：

双方的LMTY最新报告及近期变化
当前定位和定价
赢单/输单证据
销售通话和异议主题
客户赢单和迁移案例
产品佐证和局限性
细分市场、用例和销售阶段

如果没有内部交易证据，请勿编造我方公司赢单或输单的原因。

Source priority for this job

本任务的信息来源优先级

customer/deal evidence for real evaluation criteria, objections, wins, and losses
home product truth and approved proof
LMTY report and changes for current competitor state
competitor primary sources
third-party and community evidence for corroboration

客户/交易证据：用于了解真实的评估标准、异议、赢单和输单原因
我方产品实际情况及已获批的佐证材料
LMTY报告及变化：用于了解竞品当前状态
竞品官方来源
第三方和社区证据：用于交叉验证

Workflow

工作流程

Step 1 - Define the competitive situation

步骤1 - 明确竞争场景

Identify:

target segment
use case
sales motion
stage of evaluation
why the competitor appears

If no segment is provided, create a general card and label the missing specificity.

需明确：

目标细分市场
用例
销售打法
评估阶段
竞品出现的原因

如果未提供细分市场信息，创建通用版对战卡，并标注缺失的具体信息。

Step 2 - Establish competitor truth

步骤2 - 梳理竞品真实情况

Summarize:

what they are
who they serve
core promise
important capabilities
pricing/packaging when material
recent changes
strengths the buyer may legitimately value

Avoid loaded dismissals.

需总结：

竞品是什么
他们服务的客户群体
核心承诺
重要功能
重要的定价/打包方案
近期变化
买家可能真正看重的优势

避免带有偏见的贬低。

Step 3 - Establish evaluation criteria

步骤3 - 确定评估标准

Prefer evidence from calls, win/loss, CRM, and customer research.

Common dimensions:

outcome fit
implementation
ease of use
depth/breadth
integrations
governance/security
service
price/value
time to value
scalability

Use only dimensions that actually matter for the target situation.

优先采用来自通话、赢单/输单、CRM和客户调研的证据。

常见维度：

结果适配性
实施难度
易用性
深度/广度
集成能力
治理/安全性
服务支持
价格/价值
价值实现时间
可扩展性

仅使用对目标场景真正重要的维度。

Step 4 - Build the "why us" position

步骤4 - 构建「为什么选我们」的定位

Select no more than three primary advantages unless the user requests a deep card.

Each advantage should include:

customer condition where it matters
evidence
wording a rep can use naturally

Do not create fake superiority. If the advantage is segment-specific, say so.

除非用户要求深度卡片，否则最多选择3个核心优势。

每个优势需包含：

该优势发挥作用的客户场景
佐证材料
销售代表可以自然使用的话术

不要编造虚假优势。如果优势仅适用于特定细分市场，请明确说明。

Step 5 - Build trap-setting discovery questions

步骤5 - 设计陷阱式挖掘问题

Questions should reveal customer priorities and trade-offs rather than manipulate the buyer.

Good questions:

expose a requirement where solutions differ
reveal future scale or workflow needs
clarify total cost or operational burden
surface risks the buyer already cares about

Avoid questions whose answer is obvious or that require the rep to make unsupported competitor claims.

问题的目的是揭示客户的优先级和权衡取舍，而非操纵买家。

优质问题的特点：

暴露不同解决方案之间存在差异的需求点
揭示未来的规模或工作流需求
厘清总成本或运营负担
引出买家已经关心的风险

避免答案显而易见的问题，或是需要销售代表做出无依据竞品断言的问题。

Step 6 - Build objection handling

步骤6 - 构建异议应对机制

For each repeated objection:

state the objection in buyer language
diagnose the concern behind it
provide a short response posture
suggest a discovery follow-up
attach proof or an example if available

When internal evidence is missing, keep the response grounded in verified product differences rather than invented win stories.

针对每个高频异议：

用买家的语言表述异议
诊断异议背后的真实顾虑
提供简短的回应立场
建议后续挖掘问题
如有佐证材料或案例请附上

当缺乏内部证据时，回应需基于已验证的产品差异，而非编造的赢单故事。

Step 7 - Add qualification honesty

步骤7 - 加入诚实的资质判定内容

Include:

where the competitor is stronger
buyer profiles where they may be the better fit
red flags that make the opportunity hard to win
what proof is missing

This builds field trust and prevents a battlecard from becoming propaganda.

需包含：

竞品的优势领域
他们更适配的买家画像
导致商机难赢的危险信号
缺失的佐证材料

这能建立一线团队的信任，避免对战卡沦为宣传材料。

Step 8 - Check staleness

步骤8 - 检查时效性

Use LMTY changes to identify whether:

pricing moved
product capability changed
positioning changed
a previously unique home-company claim became parity

Call out exactly which battlecard sections need refresh.

利用LMTY的变化来判断是否存在以下情况：

定价变动
产品能力变化
定位变化
我方之前的独有主张已与竞品持平

明确指出对战卡的哪些部分需要更新。

Step 9 - Hand off what you do not own

步骤9 - 移交不属于本技能范畴的内容

Requests routinely arrive as two questions joined by "and". Answer the one this skill owns, in full. For the rest, name the skill that owns it and stop there.

This is not a refusal and it is not a disclaimer at the bottom. Write it as a line the reader can act on:

Pricing - the card leans on a price comparison that is really a monetization question. That is a separate decision: run
competitive-pricing-packaging-review
with this analysis as input.

One line per area the work touched, named explicitly:

The request also wants	Say to run
a market position, messaging, or differentiation	`competitive-positioning`
a full profile of one competitor	`competitive-deep-dive`
a decision-oriented version for leadership	`competitive-executive-market-brief`
launch framing, claims, or enablement for a release	`competitive-launch-readiness`
a recurring digest of what changed	`competitive-market-briefing`
whether a pattern is a real shift or noise	`competitive-market-shift-analysis`
a pricing or packaging decision	`competitive-pricing-packaging-review`
a single live buyer objection or "what do I say?"	`competitive-objection-response`

The failure this prevents is quietly answering the other half yourself. It looks helpful, and it produces a recommendation built on this skill's evidence alone, without the context the other decision actually needs.

用户请求通常会包含由「和」连接的两个问题。完整回答本技能负责的部分，对于其余内容，指出负责的对应技能即可，无需展开。

这不是拒绝，也不是页脚的免责声明。请写成读者可以直接执行的提示行：

定价 - 本卡片依赖的价格对比本质上是一个商业化问题。这属于独立决策：请基于本分析结果运行
competitive-pricing-packaging-review
。

每个涉及的领域单独一行，明确说明：

请求还包含的需求	建议运行的技能
市场定位、信息传递或差异化策略	`competitive-positioning`
单个竞品的完整档案	`competitive-deep-dive`
面向管理层的决策版简报	`competitive-executive-market-brief`
版本发布的框架、主张或赋能材料	`competitive-launch-readiness`
定期更新的变化摘要	`competitive-market-briefing`
判断某个模式是真正的趋势还是噪音	`competitive-market-shift-analysis`
定价或打包方案决策	`competitive-pricing-packaging-review`
单个实时买家异议或「我该说什么？」	`competitive-objection-response`

这么做可以避免一个常见问题：私自回答另一半问题。这种做法看似有用，但产出的建议仅基于本技能的证据，缺少其他决策实际需要的上下文。

Step 10 - Produce the artifact

步骤10 - 产出最终成果

Use

assets/battlecard-template.md

Default to a concise card. Put detailed evidence in an appendix rather than forcing a rep to scan it live.

使用

assets/battlecard-template.md

模板。

默认生成简洁版卡片。将详细证据放在附录中，避免销售代表在实时沟通中需要翻阅大量内容。

Evidence and reasoning rules

证据与推理规则

Read

references/TRUST.md

Especially for battlecards:

never invent negative competitor claims
separate competitor weaknesses from cases where the home product simply fits better
do not state "we always win because" from one anecdote
label customer examples by source and representativeness
use public comparison claims only when supportable and appropriate

阅读

references/TRUST.md

。

对战卡特别注意事项：

绝不编造关于竞品的负面断言
区分竞品的弱点和我方产品更适配的场景
不要仅凭单个案例就断言「我们总能赢是因为…」
标注客户案例的来源和代表性
仅在有支撑且合适的情况下使用公开对比主张

Graceful fallback

降级方案

Read

references/DEGRADATION.md

. For what LMTY can and cannot do, read

references/LMTY.md

Without internal deal evidence:

produce a market-grounded card
omit or qualify "why we win", recurring objections, and win examples
identify the internal sources that would most improve the card

Without LMTY:

research a current snapshot and state temporal limits

阅读

references/DEGRADATION.md

。关于LMTY的能力边界，请阅读

references/LMTY.md

。

没有内部交易证据时：

产出基于市场情况的卡片
省略或限定说明「我们为什么赢」、高频异议和赢单案例
指出最能优化卡片质量的内部信息来源

没有LMTY时：

调研当前市场快照，并说明时效性限制

Composition

关联技能

Each companion below owns a decision this skill should not make on its own evidence. The hand-off step is where the request's own follow-on question gets named.

Common companions:

```
competitive-positioning
```
```
competitive-deep-dive
```
```
competitive-launch-readiness
```
```
competitive-pricing-packaging-review
```
```
competitive-objection-response
```

以下每个关联技能负责的决策，本技能不应仅凭自身证据做出。移交步骤就是明确指出请求中后续问题的负责技能。

常见关联技能：

```
competitive-positioning
```
```
competitive-deep-dive
```
```
competitive-launch-readiness
```
```
competitive-pricing-packaging-review
```
```
competitive-objection-response
```

Quality bar

质量标准

Read

references/QUALITY.md

A strong battlecard should be usable by someone who has two minutes before a call.

It should answer:

what matters
what to ask
how to frame
what proof to use
where not to bluff

阅读

references/QUALITY.md

。

优质的对战卡应该能让销售在通话前花两分钟就能上手使用。

它应该能回答：

什么是重点
该问什么
怎么引导框架
用什么佐证
哪些地方不能虚张声势

Examples of activating requests

触发请求示例

"Build a battlecard for us vs Northwind."
"Refresh this battlecard using the last 90 days of LMTY changes."
"Our reps keep hearing that Competitor X has more integrations. Give them a usable response."
"Create enterprise battlecards for our top three competitors."
"What parts of our current battlecard are stale?"

「为我们和Northwind的竞争做一张对战卡。」
「用过去90天的LMTY变化更新这张对战卡。」
「我们的销售经常听到客户说竞品X有更多集成。给他们一个能用的回复。」
「为我们的三大竞品创建企业级对战卡。」
「我们当前的对战卡哪些部分过时了？」

References

参考文件

```
references/METHODOLOGY.md
```
```
references/LMTY.md
```
```
references/TRUST.md
```
```
references/CONTEXT.md
```
```
references/DEGRADATION.md
```
```
references/INTERNAL.md
```
```
references/QUALITY.md
```

```
references/METHODOLOGY.md
```
```
references/LMTY.md
```
```
references/TRUST.md
```
```
references/CONTEXT.md
```
```
references/DEGRADATION.md
```
```
references/INTERNAL.md
```
```
references/QUALITY.md
```