What Needs To Be In Competitive Battlecards In 2026
The old competitor comparison template stopped working six months ago. Here's why battle cards need a complete rethink for 2026—and what actually belongs in them now.
Battle Cards That Sales Actually Uses: A Framework That Works
Most battle cards sit in shared drives unused. Here's how to create competitive intelligence that sales reps actually reference during deals.
Demo Script Development: Creating Repeatable Demos That Convert
Ad-hoc demos waste discovery insights and miss key points. Here's how to build demo scripts that sales teams actually follow and prospects remember.
Objection Handling Playbooks: Building Scripts That Sales Actually Uses
Most objection handling training doesn't stick. Here's how to build playbooks with scripts reps actually reference during live sales conversations.
Discovery Question Frameworks: Uncovering Real Needs in Sales Conversations
Most discovery calls scratch the surface. Here's how to ask questions that uncover the problems prospects don't volunteer and make your demos impossible to ignore.
Competitive Positioning for Sales: What to Say When Prospects Compare You
When prospects mention competitors, most reps stumble. Here's how to position against competition without sounding defensive or desperate.
Sales Collateral That Gets Used: Design Principles That Drive Deals
Most sales collateral sits in shared drives unused. Here's how to create materials that sales reps actually send and prospects actually read.
Sales Onboarding Programs: Getting New Reps Productive in 30 Days
Most sales onboarding takes 3-6 months before reps hit quota. Here's how to compress onboarding to 30 days while maintaining quality.
Sales Presentation Structure: Building Decks That Keep Prospects Engaged
Most sales decks lose prospects by slide 5. Here's how to structure presentations that hold attention and drive decisions.
ROI Calculator Design: Building Business Cases That Close Deals
Generic ROI claims don't convince buyers. Here's how to build calculators that help prospects quantify value and justify purchases internally.
Proof Point Development: Creating Customer Stories That Overcome Skepticism
Generic testimonials don't convince skeptical buyers. Here's how to develop proof points that address specific objections and drive purchase decisions.
Sales and Marketing Alignment: Building Processes That Actually Work
Sales and marketing blame each other for missed targets. Here's how to build alignment processes that drive shared revenue goals instead of finger-pointing.
Win Wire Programs: Turning Closed Deals Into Learning Opportunities
Most teams celebrate wins but don't extract lessons from them. Here's how to build win wire programs that turn every closed deal into shared knowledge.
Deal Review Best Practices: Running Reviews That Improve Win Rates
Most deal reviews waste time rehashing information. Here's how to run reviews that uncover risks, develop strategies, and increase win rates.
Competitive Displacement Tactics: Taking Market Share from Incumbents
I spent two years losing to incumbents before I learned the uncomfortable truth: customers don't switch because you're better. They switch because you make staying with the incumbent feel riskier than switching to you.
Sales Engineering Partnership: How PMM and SE Teams Work Together to Win Technical Deals
PMM and Sales Engineering should be natural partners. Instead, they operate in silos. Here's how to collaborate on technical demos, POCs, and competitive technical wins.
Discovery Call Frameworks by Vertical: SaaS, FinTech, HealthTech
I used to run the same discovery questions across every vertical and wonder why prospects in healthcare gave completely different answers than prospects in SaaS. Then I learned that great discovery isn't about asking the right questions—it's about asking questions prospects in that industry are primed to answer.
Sales Play Development for Complex Buying Committees
I watched a rep win over the VP of Sales only to get killed by procurement six weeks later. Enterprise deals aren't won by convincing one person—they're won by orchestrating influence across buying committees where half the stakeholders never talk to you.
Deal Desk Collaboration: Pricing Approval Workflows That Don't Kill Deals
I watched perfectly good deals die in the gap between when sales promised a discount and when deal desk said no. The problem isn't discount policies—it's the friction between sales urgency and finance discipline.
Objection Handling Scripts by Deal Stage: Discovery to Close
I used to give sales reps one objection handling script and wonder why it didn't work. Then I learned that the same objection requires completely different responses depending on where you are in the deal.
Advanced Battlecard Techniques: Competitive Landmines & Traps
Most battlecards teach reps to respond to competitive threats. I teach them to plant psychological traps that make competitors eliminate themselves from deals.
Sales Objection Handling: The Framework for Turning Objections Into Closed Deals
Objections kill deals. Here's how to equip sales with responses that actually overcome objections and close.
Running Sales QBRs That Don't Feel Like Root Canals
I've sat through QBRs where sales reps checked email and QBRs where they took 15 pages of notes. The difference isn't the content—it's whether you're reporting to them or solving with them.
Win Room Design: The Three-Hour Workshop That Closed $2M in Pipeline
I watched a poorly executed win room kill a $800K deal. Then I learned how to design win rooms that actually accelerate deal cycles and close complex sales.
Building a Sales Play That Reps Actually Use
I've built sales plays that gathered dust and plays that became standard operating procedure. The difference isn't quality—it's whether you build with reps or for reps.
Discovery Call Framework: The 15 Questions That Actually Close Deals
I analyzed 200 won and lost deals to find the discovery questions that predict wins. Most sales reps ask the wrong questions entirely.
The Complete Sales Onboarding Program: What 4 Weeks of Mistakes Taught Me
Most sales onboarding is checkbox theater that produces reps who can recite features but can't close deals. Here's what actually works when you've got four weeks to get new reps productive.
Building Your First Battlecard: Two Hours That Changed Everything
I watched a PMM spend three weeks building a battlecard nobody used. Then I learned to build one in two hours that sales reps actually carried into every competitive deal.
Consensus Selling Strategies: How to Navigate Multi-Stakeholder B2B Deals
B2B deals average 6.8 stakeholders. Here's how to build champions, map buying committees, and drive consensus to close complex deals faster.
Sales Demo Strategy: How to Structure Product Demos That Convert Prospects to Customers
Most demos are feature tours that bore prospects. Here's the framework for demos that drive conversion.
Sales Enablement Metrics: How to Measure If Your Enablement Actually Works
Most enablement programs can't prove ROI. Here's the framework for measuring what actually moves the needle.
Sales Territory Planning: How Product Marketing Supports Territory Design and Coverage Models
Random territory assignments kill revenue. Here's how PMM data informs territory planning that maximizes coverage.
Sales Metrics Dashboard: How Product Marketing Tracks Sales Effectiveness and Enablement Impact
You don't know if sales enablement works. Here's the metrics framework that shows enablement impact on revenue.
Sales Onboarding Program: How to Ramp New Reps to Productivity in 30-60 Days
New reps take 6 months to ramp. Here's the onboarding framework that gets them productive in 30-60 days.
Sales Compensation and PMM: How Product Launches Impact Quota and Commission Structures
Launches fail because sales isn't incentivized. Here's how to align comp plans with product priorities.