• "Build a battlecard against [competitor]"
• "We keep losing deals to [competitor] — help me understand why"
• "What are [competitor]'s weaknesses we can exploit?"
• "Prep the sales team for competitive deals against [competitor]"
• "Research [competitor] and give me competitive positioning"

1. Your product name + URL
2. Competitor name + URL — One competitor per battlecard (focused > broad)
3. Deal context — Where do you compete? (same ICP, upmarket/downmarket, different use case?)
4. Known win/loss signals — Any patterns from deals you've won or lost against them?
5. Sales team size — Are reps technical or business-focused? (affects language level)
6. Existing positioning — Your one-line positioning vs this competitor (if any)

Fetch: [competitor] homepage, pricing page, about page, product page
Search: "[competitor]" "we help" OR "the only" OR "unlike"
Search: "[competitor]" case study OR customer story

• Hero claim — their primary positioning
• Category — what category do they place themselves in?
• Target audience — who do they say they serve?
• Key features emphasized — what do they lead with?
• Social proof — customer logos, metrics, quotes
• Pricing structure — plans, pricing model, enterprise vs self-serve

Search: "[competitor]" site:g2.com OR site:capterra.com
Search: "[competitor]" reviews "switched from" OR "moved to"

• Top 5 praised features (their moat — don't compete here directly)
• Top 5 complaints (your attack angles)
• Switching signals — why do customers leave?
• ICP patterns — what roles/company sizes review them?

Search: "[competitor]" advertisement OR sponsored
Search: "[competitor]" vs OR alternative OR compare

• Ad messaging — what claims do they pay to promote?
• Comparison pages — have they published "us vs X" pages?
• Content themes — what topics do they create content around?

Search: "[competitor]" site:reddit.com OR site:twitter.com complaints OR issues
Search: "[competitor]" "looking for alternative" OR "anyone use"

• Common frustrations discussed publicly
• Feature requests their users are vocal about
• Sentiment patterns — do users love or tolerate them?

Fetch: [competitor] pricing page
Search: "[competitor]" pricing OR cost OR "how much"

• Model: Per seat / usage-based / flat rate / hybrid
• Tiers: What's in each tier?
• Free tier: What's included? What's gated?
• Enterprise: Custom pricing? What triggers enterprise sales?
• Hidden costs: Implementation, overages, add-ons?

1. [Strength] — [Evidence from research]
2. [Strength] — [Evidence]
3. [Strength] — [Evidence]

1. [Weakness] — [Mitigation strategy]
2. [Weakness] — [How to reframe]

1. [Area] — [How to position the tie as a win]

1. "[Question that highlights your strength]" → If they say [X], you win because [reason] → If they say [Y], pivot to [angle]
2. "[Question that exposes competitor weakness]" → Their answer will likely be [X], which reveals [limitation]
3. "[Question about a capability they lack]" → They can't do this. When the prospect asks them, it plants doubt.

• "Have you asked [competitor] about [specific limitation]?"
• "When you evaluate [competitor], make sure to test [area where they're weak]."
• "One thing worth checking: [competitor] pricing can get expensive once you [usage trigger]."

"[Direct response — acknowledge their strength, pivot to your differentiation]"

"[Response — focus on what matters for this buyer's use case, not feature count]"

"[Response — reframe on total cost, hidden costs, or value per dollar]"

"[Response — your relevant social proof + why logo != fit]"

"[Response — switching cost vs cost of staying, what's changed]"

• "[Quote from review]" — [Platform, Role]
• "[Quote]" — ...

• "[Quote from negative review]" — [Platform, Role]
• "[Quote]" — ...
• "[Quote]" — ...

1. [Theme] — "[Proof point or quote]"
2. [Theme] — ...
3. [Theme] — ...

1. [Pattern] — Mitigation: [strategy]
2. [Pattern] — Mitigation: [strategy]

"[2-sentence response for email or Slack]"

"[3-sentence elevator pitch vs competitor]"

Save to `clients/<client-name>/product-marketing/battlecards/vs-[competitor-slug]-[YYYY-MM-DD].md`.

• web_search — for competitor research
• fetch_webpage — for site analysis
• Optional:

  review-scraper

  for G2/Capterra mining
• Optional:

  meta-ad-scraper

  ,

  google-ad-scraper

  for ad intelligence

• "Build a battlecard against [competitor]"
• "Competitive intel on [competitor]"
• "Run the battlecard generator for [competitor]"
• "Help me win deals against [competitor]"