People think battlecards become stale because they are not updated regularly enough. While this is somewhat true, the reality is closer to, “out of sight out of mind.” A battlecard is not something you look at every day or on every sales call. It’s a reference document that gets reviewed in preparation for a call or during a customer Q&A.
Some people think they can address this by setting a reminder to review a battlecard every few weeks, or once a quarter. The problem is your competitor’s information stream doesn’t move at your desired speed. You might check in at regular intervals only to find that not much has changed. Alternatively, you might check in regularly and find that you can’t keep up with all the data.
That’s why you need to automate the process. The best way to keep competitive content up to date is with a competitive analytics tool like 1up.