How to Create a Competitive Battlecard Using the /battlecard Command in phuryn/pm-skills

The /battlecard command triggers an automated research workflow that parses your product-versus-competitor matchup, invokes the competitive-battlecard skill, and generates a markdown battlecard containing comparison tables, win/loss patterns, and objection handling guidance.

Creating a competitive battlecard is essential for enabling sales teams to win competitive deals. The phuryn/pm-skills repository provides a dedicated /battlecard command within its pm-go-to-market module that automates the entire research and documentation process. This command leverages a specialized skill to gather real-time competitor intelligence and format it into a sales-ready markdown document.

How the /battlecard Command Works

The /battlecard command orchestrates a five-step workflow defined in pm-go-to-market/commands/battlecard.md. When executed, the system processes your input through the competitive-battlecard skill located at pm-go-to-market/skills/competitive-battlecard/SKILL.md.

Step 1: Parse the Matchup Arguments

The command first extracts the product-versus-competitor pair from your input, such as Our CRM vs Salesforce or ProjectFlow vs Monday.com for mid-market teams. You can also upload supporting files like win/loss data or competitor materials to enrich the analysis.

Step 2: Trigger Automated Research

The skill initiates a web-search step to gather current intelligence on the competitor. According to the skill's Instructions section in SKILL.md, this research covers product features, pricing, positioning, recent news, and customer reviews.

Step 3: Assemble the Battlecard

Using a predefined markdown template, the skill compiles the research into a structured document. The template includes specific sections designed for competitive selling, including capability comparisons and strategic positioning.

Step 4: Generate Output

The final output is saved as a markdown file that can be copied directly into Notion, Confluence, or shared with sales teams via email.

Key Files and Architecture

The implementation separates the user interface layer from the business logic, allowing the skill to be reused across different commands if needed.

• pm-go-to-market/commands/battlecard.md: Defines the command syntax, argument parsing, and step-by-step workflow for user interaction.
• pm-go-to-market/skills/competitive-battlecard/SKILL.md: Contains the detailed skill logic, research checklist, and the battlecard markdown template.
• pm-go-to-market/README.md: Provides module overview and lists the competitive-battlecard capability among other go-to-market tools.

This separation keeps the UI layer simple while allowing the core research and formatting logic to remain modular.

Command Usage Examples

You can invoke the battlecard generator with various input formats:

# Basic competitive comparison

/battlecard OurCRM vs Salesforce

# With buyer persona context

/battlecard ProjectFlow vs Monday.com for mid-market teams

# With supporting documentation

/battlecard [upload competitor materials or win/loss data]

Battlecard Output Structure

The generated markdown document follows a standardized template that includes these sections:

• Company overview: High-level snapshot of the competitor organization.
• Quick comparison table: Structured as | Capability | Us | Them | Winner | for side-by-side feature analysis.
• Win/loss analysis: Specific scenarios where your product wins versus where the competitor wins.
• Objection handling matrix: Prepared responses to common competitive objections.
• Strategic assets: Landmine questions, win/loss patterns, conversation starters, and resource links.

Summary

• The /battlecard command in phuryn/pm-skills automates competitive battlecard creation through the pm-go-to-market module.
• The workflow parses your matchup, triggers web research via the competitive-battlecard skill, and outputs formatted markdown.
• Key implementation files include pm-go-to-market/commands/battlecard.md for the command interface and pm-go-to-market/skills/competitive-battlecard/SKILL.md for the research logic.
• Generated battlecards include comparison tables, objection handling, and strategic talking points ready for sales consumption.

Frequently Asked Questions

What inputs does the /battlecard command accept?

The command accepts a product-versus-competitor phrase (e.g., "OurProduct vs CompetitorX") and optionally supports file uploads for win/loss data or competitor materials. The parser extracts the matchup details from natural language input, allowing you to specify buyer personas and market segments directly in the command line.

Where is the battlecard template defined?

The template structure and research logic are defined in pm-go-to-market/skills/competitive-battlecard/SKILL.md. This file specifies the web-search parameters and the markdown format for the final output, including the comparison table structure and objection handling sections.

Can I customize the research sources for the battlecard?

The skill automatically triggers web searches based on the Instructions section in SKILL.md, which targets product features, pricing, positioning, reviews, and recent news. The specific search logic is embedded in the skill configuration rather than exposed as command parameters.

How do I distribute the generated battlecard to my sales team?

The command outputs a markdown file that can be copied directly into documentation platforms like Notion or Confluence, or exported as a file for email distribution. The markdown format ensures compatibility with most modern wiki and document management systems used by sales enablement teams.

{
  "mcpServers": {
    "instagit": {
      "command": "npx",
      "args": ["-y", "instagit@latest"]
    }
  }
}