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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