Competitor battlecard software that stays current
A battlecard is only useful if a rep can trust it in the middle of a call. Competitors keeps the factual half of every card (plans, prices, positioning, recent changes, ads and review themes) current from tracked changes, so product marketing writes the story and stops chasing the facts.
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Why battlecards go out of date
Most battlecards are accurate the week they are published. Then a rival renames a plan, adds a tier, raises a price or rewrites its homepage, and the card still says what was true last quarter. A rep quotes an old price to a prospect who has the rival's pricing page open, and the card loses its credibility for good.
Product marketing teams know this and schedule reviews, but manual reviews across ten or twenty competitors take days and still miss changes that happened between them.
What a competitor card contains
On Scale, every tracked competitor has a card: one page that summarizes the rival and updates each time Competitors records a relevant change.
- Plans and prices: current plan names, monthly and yearly prices and main limits, read from the pricing page
- Positioning: current homepage headline, main call to action and the category they claim
- Recent changes: the last price, page and product changes, each with a date and a link to the before and after
- Ads: current messages running in the public Google and Meta ad libraries
- Review themes: current rating on G2, Capterra, Trustpilot and Google, and what reviewers praise and criticize most
- Your notes: talk tracks, objection handling and landmines, written by your team and kept on the card
The facts refresh themselves. Your notes stay exactly as you wrote them, with a marker when a fact they refer to has changed since you last edited them.
A card after one week of changes
Card: rival-two.example
Scroll sideways to see the full table
| Card field | Last week | This week |
|---|---|---|
| Pro plan | $79 per month, 10 seats | $89 per month, 10 seats |
| Plans | Starter, Pro, Business | Starter, Pro, Team, Business |
| Homepage headline | "Invoicing made simple" | "Invoicing for finance teams" |
| G2 rating | 4.5 | 4.4, 3 new reviews mention onboarding |
| Active ads | "Start with Pro" | "Team plan now includes 10 seats" |
| Note marker | none | Pricing talk track refers to an old Pro price |
How competitor cards stay current
Cards are built from the same record as everything else in Competitors. Price and plan changes come from competitor price monitoring. Messaging changes come from website change monitoring. Ad messages come from competitor ad tracking and review themes from competitor review monitoring.
When a change touches a field on the card, the card updates and the change appears under "recent changes". Product marketing gets an alert when a card changes, so the talk tracks can be reviewed while the change is fresh.
Getting cards to the sales team
- Share each card by link with sales, no extra seat needed for readers
- Post card changes to a Slack channel, per competitor or for all of them
- Pull card data through the API into your CRM or sales enablement tool
- Send updates to other systems with webhooks
- Export the change history behind a card to CSV for quarterly reviews
Scale includes 15 seats for the product marketing team and anyone who edits notes. For what to put on a card and how to get sales to use it, read our guide on how to build a competitor battlecard. For the history behind each card, see competitor analysis software.
Competitor cards are on Scale
Scale: $599 per month, or $299.50 per month billed yearly ($3,594). 40 competitors, 60 pages each checked hourly, competitor cards, 250 tracked keywords, CSV export, API access, webhooks, 15 seats and unlimited history.
Enterprise adds SSO (SAML), roles and permissions, audit log and custom sources, with custom pricing. Growth ($249 per month) covers ads, reviews and Slack alerts without cards. Compare every limit on the competitor monitoring software page.
Competitor battlecard software questions
Do competitor cards replace a full competitive intelligence platform?
They cover the part that goes stale fastest, the facts about each rival. If you run a large sales enablement program with win and loss analysis inside your CRM, an enterprise CI platform may fit alongside or instead.
Can I edit what appears on a card?
Yes. Hide fields you do not use, reorder sections and write your own notes. Tracked facts update, your notes do not.
How quickly does a card update after a change?
With the next check, which is hourly on Scale. Enterprise can set a custom frequency.
Can sales read cards without a seat?
Yes. Cards can be shared by link. Seats are only needed for people who edit notes or manage tracking.
Are cards available on Growth?
No. Competitor cards are part of Scale and Enterprise.
Give sales battlecards they can trust
Add your competitors and see their first cards filled from real pages.