Approach to Market Card

<aside> 💡 Product Marketing Tip:

All text is filler content and fake data. Adjust the info to your product and company’s situation to build talking points that win deals.
Use a conversational tone
Use simple, concise, and targeted language
Always reference sources and link to proof points as much as possible! </aside>

[Competitor name] - Battlecard 🌟

The Skinny - What sets ‘[Your product]’ apart?	Landmines to lay 💣 Questions that sow seeds of doubt concerning your competitor
1. Ease to use, modern platform for collaborative hiring

See immediate value, without having to build out an entire careers site
Feedback loops tell you exactly what steps in your hiring funnel need to improve, no guessing needed
Easily integrated into your tech stack | Stability - Are you okay with periodic network outages? Stability is a ‘must have’ for everyone. ACME B has a surprising amount of outages compare to other top-tier players.

[Theme 2] - How important is reporting to your business? ACME B data quality is sporadic. Their data becomes inconsistent when building customized hiring reports. |

| The Deets Where we win 😁 | Where we lose 😒 | Quick dismiss - ACME vs Competitor X Bring the focus back to your solution | | --- | --- | --- | | Weakness: automation is key and ACME B is weak in this area.

Example: our customers have told us that automating key actions is key. ACME B does not offer what clients in our industry are looking for. | Competitor strength: if user requires advanced feature set for inclusive hiring.

Counter: our platform provides the most extensive marketplace. Greenhouse may provide too many features, that will confuse the team. | 1. Not ideal for Enterprise customers. Reporting and analytics poor. [URL to external review] 2. Lacking features to mitigate unconscious bias throughout the hiring process. [URL to external review] 3. xx |

Laying landmines

Don’t make this overly complicated. Just 3-4 landmines to be housed in your battlecards for easy access.

1️⃣ Pick a sentence structure

“How important is your strength/ competitor’s weakness to your evaluation?”

“How would you work around competitor’s weakness?”

2️⃣ Select your strength/ their weakness

Price	Quality	Security	Training
Features	Quantity	Location	User satisfaction
Support	Depth	Flexibility	Integrations
Privacy	Breadth	Performance	Stability

3️⃣ Lay your landmine & leave-behind

“How important is pricing to your evalution?”
“Our pricing is more approachable to competitor. We’ll meet you where you’re at
- and will work with you if you’re struggling to come up with budget.”

☝🏾

              Leave-behinds explain why/ how their weakness is your strength.