Ask any store owner who their direct competitors are and they answer instantly. Ask what exactly each one does on price, offer, channel and weak spot — and the answer becomes “let me check that here”. The knowledge exists, but it’s scattered in people’s heads, in screenshots and in hallway conversations. A structured dossier per rival turns that into an asset the whole team consults and maintains.
And it’s not fluff: in the sales world, this dossier has a name (battlecard) and measured impact.
71%
of companies that use battlecards improved their win rate
Crayon, 2022
93%
of those that improved saw gains above 20% (and 33%, above 50%)
Klue / Kompyte
108%
more likely to report revenue impact with strong adoption
Kompyte
+15%
win rate in teams with strong sales enablement
PremierNX
What to record (and why)
A good dossier isn’t the most complete one; it’s the most usable. A few fields filled in with quality are worth more than many done halfway. These are the essentials:
| Field | Why | Example |
|---|---|---|
| Positioning | Sums up their bet in one sentence | “The cheapest in the fitness niche” |
| Price vs. you | Defines the terrain (price or value) | Cheaper / similar / more expensive |
| Strengths | What you shouldn’t attack head-on | Free shipping, strong brand |
| Weaknesses | Where your opening is | Slow support, shallow catalog |
| Active channels | Where they invest and show up | Instagram, Google Ads, marketplace |
| Threat level | Prioritizes who you watch closely | 1 to 5 |
| How to beat them | The ready-made counter-argument for the team | Where you’re better and how to prove it |
The fatal mistake: create and forget
A dossier is only worth it while it’s up to date. A battlecard from six months ago, with the wrong price and offer, is worse than not having one — because it gives false confidence. The rule: every dossier has an owner, gets reviewed when something changes (price, offer, new channel) and lives where the team already works (doc, CRM, Notion), not in a forgotten folder.
Referências e leitura complementar
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