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Competitors hub · Battlecards

Win more of the deals where a rival shows up

One battlecard per rival, built from buyer reviews, your own won and lost deals, and what your reps hear in the field, then put in front of every rep who needs it.

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Used byProductMarketingSales

Included in Starter (when Competitors is the hub you pick), Growth, and Enterprise. See pricing

What teams do with Battlecards

Four jobs, four real use cases

  1. Show the buyer where you win, feature by feature

    Sales engineer · Sales

    During Northwind’s technical evaluation, the buyer asks how you compare with the rival on the features they care about.

    1. Open the rival’s battlecard and go to Capabilities.
    2. Weight security higher for this buyer.
    3. Walk the buyer through the scorecard: you win 14 of the 20 shared features, scored from customer reviews.
    • Feature-by-feature scores from customer reviews
    • Your own weights per area
    • Who wins each feature, and features only one side has

    Scored from about 2.4 million buyer reviews · production estimate, 3 Nov 2026

    Works withFeaturesGaps
    The Capabilities tab of the battlecard: 15 capabilities compared from what buyers say in reviews, with the widest gaps named, a feature score comparison across 151 shared features (78 won, 33 lost, 33 tied), and the features each side wins.
    Capability by capability and feature by feature: where each side leads, and the features each one wins. Captured from the live app on 9 November 2026.

  2. Know your real win rate against this rival

    Account executive · Sales

    Before a call against the rival, the rep wants to know how often you beat them, and the reason you lose when you do.

    1. Open the battlecard’s Outcomes tab.
    2. Read your win rate against this rival and the top reasons you win and lose.
    3. Pull a buyer quote on why they chose you into the talk track.
    • Your win rate against each rival
    • The top reasons you win and lose
    • Buyer quotes behind the reasons
    Works withWin/LossInterviews

  3. Get what reps hear in deals onto the card the same week

    Product marketing manager · Marketing

    Four reps report the same rival discount in one week. The card still shows last quarter’s pricing landmine.

    1. Reps file what they heard from the deal, or from their AI assistant in chat.
    2. Review the field-intel suggestions on the card; approve the ones backed by deal notes.
    3. Rewrite the pricing landmine before Friday’s enablement call.
    • Field intel on every card
    • Capture from your AI assistant
    Works withSignalsAPEX

  4. Put the approved card in front of every rep

    Product marketing manager · Marketing

    A new Acme card is approved and all 60 reps need it on Monday, plus one reseller partner before a joint pitch.

    1. Save the card to the Organization library.
    2. Send the partner a tracked, email-gated link.
    3. On Friday, check who opened it in Usage and readers.
    • Save to your own, team, or Organization library
    • Invite as viewer, commenter, or editor
    • Tracked links with visit counts
    Works withLibraryDeals

Also in Battlecards

More of what each card does

  • Competitor 360 contextThe rival’s recent changes, predicted moves, and your open deals against them, on the card.
  • PulseNews and signals for you, the rival, and the customer in one tab.
  • Prompt builderA card written for your deal stage, sales motion, and buyer, with a completeness score for the input.
  • Weakness rebuttalsPrepares reps to handle weak spots and answer the rival’s claims.
  • Role-based playsPlays tailored to each seller’s role, from first calls to demos and renewals.
  • Buyer movementWho reviewers compared, switched from, and left each product for.
  • Gap-closing commitmentsFor each feature where the rival wins, a commitment a seller can offer.
  • Revenue impactWin rates on deals with and without a battlecard.

And 27 more: see all capabilities

In the app

More of Battlecards, as it looks today

A draft battlecard comparing HubSpot Marketing Hub with ActiveCampaign: version, completeness, the overview summary, the key insight, notes on funding, growth, market momentum and stability, and the matchup Battle Score of 44 across six of the eight dimensions compared.
A battlecard, HubSpot Marketing Hub against ActiveCampaign, with its key insight and matchup score. Captured from the live app on 9 November 2026.

The evidence behind every card

buyer reviews behind the feature scores
2.4 million
About; production estimate, 3 Nov 2026
software products to compare against
250,583
Visible products; production count, 3 Nov 2026
active signal sources feeding What changed and Pulse
2,935
Production count, 3 Nov 2026

More in Competitors

Competitor 360

See a rival’s next move while there is time to answer it.

Discover

Find the companies that buy your rival, and reach them first.

Talent

Read their hiring as strategy.

Comparisons

Show how you compare with each rival, on evidence a buyer can check.

Win/Loss

Learn why you win and lose, and fix what costs the most.

See the whole Competitors hub

Give every rep the card that wins the deal

Battlecards come with the Competitors hub. Need just one? Buy a single battlecard for $90.

Request accessBuy one battlecard