Battle Card Coverage
A coverage percentage across your tracked competitor set. Output: a coverage band plus the specific missing cards ranked by deal exposure.
Who it’s for: Product marketers and competitive-intel leads who want a defensible coverage number, not a gut feel on battle cards.
- 01
10 = every competitor sales faces has a current card. 1 = fewer than one in five has one.
Mostly missing5Full set - 02
10 = all cards updated in the last 90 days. 1 = most cards are older than a year.
Stale5Current - 03
10 = cards exist for every competitor named in the last 20 deals. 1 = the loudest competitor in lost deals has no card.
Loud competitors uncovered5Loud competitors covered - 04
10 = reps reach for them unprompted. 1 = reps do not know where the cards live.
Shelfware5In the flow - 05
10 = a structured weekly update happens. 1 = cards are written once and never revised.
None5Tight loop
Cards exist, but reps do not use them and the content is too stale to cite. The fastest move is to cut the set in half, update the remaining five, and stop pretending the rest are real.
Read it honestly, not charitably.
The two highest-weighted inputs are deal exposure and freshness. If you have twelve cards and only two of them are for the competitors actually winning deals, your coverage score should be low even if the card count is high.
Usage is weighted higher than feedback loops because an unused card is a zero no matter how elegant the content is. A scrappy card reps use beats a pristine card no one opens.
Use the number as a trailing indicator for enablement, not a tracking goal. If reps are reaching for cards, that shows up across all five inputs and the score takes care of itself.
Three moves you can make this week.
- Move 01
Run Battle Card Priority to rank the backlog. Coverage percentage is blunt; priority is what tells you which card to write first.
- Move 02
Book a 30-minute review with two reps. Ask them to open the three cards they used most recently. If they cannot find them, the usage input is overstated — rescore and act on the honest number.
- Move 03
Set a weekly 15-minute standing update where the top rep adds one quote and one objection to the card they just used. That ritual moves both freshness and the feedback-loop input within a quarter.
Why these questions, in this order.
Coverage is the easy input, which is why most teams stop there. The five-factor model was designed to stop the raw count from telling a flattering story when the underlying reality is thin.
Deal exposure is the highest-weighted input because it is the one with the most revenue consequence. A card you do not have for a competitor winning lost deals is costlier than a missing card for a competitor you rarely see.
Freshness gets a heavy weight because stale cards get quoted wrong. A card that misrepresents a competitor’s pricing makes reps sound unprepared and can lose the moment outright.
Run the full Battle Cards.
Per-competitor rebuttal kits that auto-update when competitors move.