# How to Create a Competitive Battlecard Using the /battlecard Command in phuryn/pm-skills > Easily create a competitive battlecard with the /battlecard command in phuryn/pm-skills. Get comparison tables, win/loss patterns, and objection handling advice automatically. - Repository: [Pawel Huryn/pm-skills](https://github.com/phuryn/pm-skills) - Tags: how-to-guide - Published: 2026-06-11 --- **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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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: ```markdown # 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`](https://github.com/phuryn/pm-skills/blob/main/pm-go-to-market/commands/battlecard.md) for the command interface and [`pm-go-to-market/skills/competitive-battlecard/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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`](https://github.com/phuryn/pm-skills/blob/main/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.