Battle Card Example Page for Confluence

Example pages by Mosaic: Content Formatting Macros & Templates are there to inspire you with what can be achieved in Confluence. Take a look at our example battle card and explore our full range of example pages to see what you can do.

For pages that you can upload directly to your Confluence space and customise as you please, check out Mosaic's templates.

What is a battle card?

A battle card is a handy, easy-to-use document designed to give sales teams the essential information they need about a particular competitor during customer conversations. Essentially, it's your sales team’s quick reference guide to stay confident and ready when facing questions and comparisons.

A collage-style image of a lightbulb and a Confluence page

Why does your company need a battle card?

Your company needs battle cards because they help sales teams have stronger, more confident conversations with customers. When reps have quick access to key facts, competitive insights, and ready responses to common questions, they can respond smoothly and effectively without fumbling for answers.

A collage-style image of a speech bubble with a question mark in it and a lightbulb

Battle cards give your sales reps a clear edge over competitors by highlighting your unique strengths and differentiators. When your team knows exactly how to position your product or service compared to others in the market, they can make a much bigger impact.

Having centralised battle cards for each competitor means everyone on the sales team stays equally informed and up to date. This is great for onboarding new members quickly and for keeping experienced reps sharp with the latest market and product information.

Three lightbulbs stashed neatly in a box

Your company needs battle cards because they help sales teams have stronger, more confident conversations with customers. When reps have quick access to key facts, competitive insights, and ready responses to common questions, they can respond smoothly and effectively without fumbling for answers.

Battle cards give your sales reps a clear edge over competitors by highlighting your unique strengths and differentiators. When your team knows exactly how to position your product or service compared to others in the market, they can make a much bigger impact.

Having centralised battle cards for each competitor means everyone on the sales team stays equally informed and up to date. This is great for onboarding new members quickly and for keeping experienced reps sharp with the latest market and product information.

Your company needs battle cards because they help sales teams have stronger, more confident conversations with customers. When reps have quick access to key facts, competitive insights, and ready responses to common questions, they can respond smoothly and effectively without fumbling for answers.

Battle cards give your sales reps a clear edge over competitors by highlighting your unique strengths and differentiators. When your team knows exactly how to position your product or service compared to others in the market, they can make a much bigger impact.

Having centralised battle cards for each competitor means everyone on the sales team stays equally informed and up to date. This is great for onboarding new members quickly and for keeping experienced reps sharp with the latest market and product information.

What elements should a battle card include?

Our example battle card is made up of eight small sections, plus a table of contents and a quick facts section, so it's easy to find what you're looking for at a glance. The eight sections are:

Positioning statement
Key competitor strengths and weaknesses
Feature comparison
Objection handling
Proof points
Tips for sales
Resources and references
Update log

Let's explore a few of these sections in more detail:

The top half of Mosaic's battle card for Confluence, showing the heading in a blue background, instructions for use, an overview of the page, a table of contents, and a table titled 'Quick Facts'

Key competitor strengths and weaknesses

Your battle cards should provide a clear overview of your rivals' strengths and weaknesses, along with suggestions for countering or leveraging them.

In our example battle card, we've used Interactive Banner macros within Confluence’s native layout element to create flashcards. The flashcards display the strength or weakness on one side and advice for countering or leveraging on the other.

The 'Key Competitor Strengths and Weaknesses' section of the battle card, showing four small interactive banners acting as flashcards with eg. 'Weakness' on one side and 'How to leverage' on the other.

Feature comparison

A feature comparison section is essential in a battle card. This part lays out side-by-side how your product stacks up against the competitor in terms of important features and benefits. It's a quick reference that allows reps to easily point out advantages and explain why your offering better fits the customer's needs.

Proof points

Proof points such as case studies, testimonials, and awards provide credible evidence that backs up your claims, helping salespeople build trust with potential customers. These real-world examples show that your product delivers results, which reassures prospects and supports stronger sales conversations.

Tips for sales

Finally, tips for sales offer practical advice on how to handle common objections, tricky questions, or specific sales scenarios. This section equips sales reps with helpful phrases, questions to ask, or strategies to overcome hesitation, making them feel prepared and confident.

Make these sections stand out by highlighting them with Advanced Cards or on a background.