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battlecard-generator

battlecard-generator

github.com/gooseworks-ai营销与增长1.3k50 次安装3 天前更新
代码仓库

关于 battlecard-generator

面向缺少专职竞争情报团队的产品营销经理，用于研究竞争对手并生成销售战卡。它汇总网站、评论、广告、社交讨论和定价信息，形成侧重销售应对的分析。

主要功能

  1. 01网站与定位信息研究
  2. 02评论及客户转出信号分析
  3. 03广告、内容与社交信息研究
  4. 04定价和套餐分析
  5. 05输赢局势与定位战卡

适用场景

  1. 01为销售人员准备竞争交易
  2. 02调查交易失利的规律
  3. 03比较公开定位与定价
  4. 04从公开信息识别竞争对手弱点

安装

复制下面的命令，在终端中运行。

$npx skills add https://github.com/gooseworks-ai/goose-skills --skill battlecard-generator

安装后在 Claude Code 中输入/battlecard-generator确认已加载。

附带文件skill.meta.json

详细介绍

Battlecard 生成器

从所有公开渠道研究竞争对手——网站、评论、广告、社交媒体、定价——并生成结构化的销售 Battlecard。销售代表会在竞争性交易开始前 5 分钟打开这份资料。

适用对象： 希望在没有专职竞争情报团队的情况下构建竞争项目的 PMM。Battlecard 应当有鲜明立场，而不是中立的功能对比。

适用场景

  • “针对 [竞争对手] 制作一份 Battlecard”
  • “我们总是在交易中输给 [竞争对手]——帮我弄清楚原因”
  • “[竞争对手] 有哪些弱点可以利用？”
  • “为销售团队准备与 [竞争对手] 竞争的交易”
  • “研究 [竞争对手]，并为我提供竞争定位”

阶段 0：信息收集

  1. 你的产品名称 + URL
  2. 竞争对手名称 + URL — 每份 Battlecard 只针对一个竞争对手（聚焦优于宽泛）
  3. 交易背景 — 你们在哪里竞争？（相同 ICP、面向高端市场/低端市场，还是不同用例？）
  4. 已知的赢单/输单信号 — 有没有从与他们竞争时赢单或输单的交易中发现的规律？
  5. 销售团队规模 — 销售代表偏技术还是偏业务？（会影响语言的专业程度）
  6. 现有定位 — 你们相对于该竞争对手的一句话定位（如有）

阶段 1：竞争对手研究

1A：网站与信息传达分析
Fetch: [competitor] homepage, pricing page, about page, product page
Search: "[competitor]" "we help" OR "the only" OR "unlike"
Search: "[competitor]" case study OR customer story

提取：

  • 主打主张 — 他们的核心定位
  • 类别 — 他们把自己归入什么类别？
  • 目标受众 — 他们声称服务哪些对象？
  • 重点强调的关键功能 — 他们首先主推什么？
  • 社会认同 — 客户徽标、指标、引言
  • 定价结构 — 套餐、定价模式、企业版与自助服务
1B：评论情报
Search: "[competitor]" site:g2.com OR site:capterra.com
Search: "[competitor]" reviews "switched from" OR "moved to"

从评论中提取：

  • 最受好评的 5 项功能（他们的护城河——不要在这里直接竞争）
  • 最常见的 5 项投诉（你的攻击角度）
  • 切换信号 — 客户为什么会离开？
  • ICP 规律 — 留下评论的用户是什么职位/公司规模？
1C：广告与内容分析
Search: "[competitor]" advertisement OR sponsored
Search: "[competitor]" vs OR alternative OR compare

提取：

  • 广告信息 — 他们付费推广哪些主张？
  • 对比页面 — 他们是否发布过“我们 vs X”页面？
  • 内容主题 — 他们围绕哪些主题创作内容？
1D：社交媒体与社区信号
Search: "[competitor]" site:reddit.com OR site:twitter.com complaints OR issues
Search: "[competitor]" "looking for alternative" OR "anyone use"

提取：

  • 公开讨论的常见不满
  • 用户积极表达的功能需求
  • 情绪倾向规律 — 用户是喜欢他们，还是仅仅接受他们？
1E：深入分析定价
Fetch: [competitor] pricing page
Search: "[competitor]" pricing OR cost OR "how much"

梳理他们的定价：

  • 模式： 按席位 / 按使用量计费 / 固定费率 / 混合模式
  • 层级： 每个层级包含什么？
  • 免费层级： 包含什么？哪些功能受限？
  • 企业版： 定制定价？哪些情况会触发企业销售？
  • 隐藏成本： 实施、超额费用、附加组件？

阶段 2：竞争分析

优势与弱势矩阵
维度他们我们结果
[功能领域 1][评分 + 背景][评分 + 背景]赢/输/平
[功能领域 2].........
定价.........
易用性.........
支持.........
集成.........
我们的优势（重点介绍）
  1. [优势] — [研究证据]
  2. [优势] — [证据]
  3. [优势] — [证据]
我们的劣势（不要在此展开）
  1. [劣势] — [缓解策略]
  2. [劣势] — [如何重新阐述]
差距不大之处（通过叙事拉开差异）
  1. [领域] — [如何将平局定位为胜利]

阶段 3：输出 — Battlecard

# Battlecard: [Your Product] vs [Competitor]
Last updated: [DATE] | Confidence: [High/Medium — based on data freshness]

---

## Quick Reference (The 30-Second Version)

**They say:** "[Their positioning headline]"
**We say:** "[Our counter-positioning]"
**We win when:** [Deal profile where we have advantage]
**We lose when:** [Deal profile where they have advantage]
**Best opening move:** "[Question or statement to frame the deal]"

---

## Competitor Overview

| | [Competitor] |
|---|---|
| **Founded** | [Year] |
| **Funding** | [Amount / stage] |
| **Headcount** | [Estimate] |
| **Target market** | [Who they serve] |
| **Pricing** | [Model + range] |
| **Category** | [How they position] |

---

## Positioning Traps

Questions to ask early in the deal that frame the evaluation in your favor:

1. **"[Question that highlights your strength]"**
   → If they say [X], you win because [reason]
   → If they say [Y], pivot to [angle]

2. **"[Question that exposes competitor weakness]"**
   → Their answer will likely be [X], which reveals [limitation]

3. **"[Question about a capability they lack]"**
   → They can't do this. When the prospect asks them, it plants doubt.

---

## Landmine Questions

Drop these casually — they'll come up when the prospect evaluates the competitor:

- "Have you asked [competitor] about [specific limitation]?"
- "When you evaluate [competitor], make sure to test [area where they're weak]."
- "One thing worth checking: [competitor] pricing can get expensive once you [usage trigger]."

---

## Objection Handling

### "Why shouldn't we just go with [Competitor]?"
> "[Direct response — acknowledge their strength, pivot to your differentiation]"

### "[Competitor] has more features / is more established"
> "[Response — focus on what matters for this buyer's use case, not feature count]"

### "[Competitor] is cheaper"
> "[Response — reframe on total cost, hidden costs, or value per dollar]"

### "[Competitor] has [big customer logo]"
> "[Response — your relevant social proof + why logo != fit]"

### "We're already using [Competitor]"
> "[Response — switching cost vs cost of staying, what's changed]"

---

## Feature Comparison (Honest Assessment)

| Capability | Us | [Competitor] | Verdict |
|-----------|-----|-------------|---------|
| [Feature 1] | [Status + context] | [Status + context] | [Who wins + why] |
| [Feature 2] | ... | ... | ... |
| [Feature 3] | ... | ... | ... |
| Pricing transparency | ... | ... | ... |
| Onboarding speed | ... | ... | ... |
| Support quality | ... | ... | ... |

---

## Their Customers Say (From Reviews)

### What they love (don't fight these):
- "[Quote from review]" — [Platform, Role]
- "[Quote]" — ...

### What they hate (exploit these):
- "[Quote from negative review]" — [Platform, Role]
- "[Quote]" — ...
- "[Quote]" — ...

---

## Pricing Comparison

| | Us | [Competitor] |
|---|---|---|
| **Entry price** | [$/mo] | [$/mo] |
| **Mid-tier** | [$/mo] | [$/mo] |
| **Enterprise** | [Custom / $X] | [Custom / $X] |
| **Free tier** | [What's included] | [What's included] |
| **Hidden costs** | [None / list] | [Implementation, overages, etc.] |

**Pricing attack angle:** [How to frame pricing comparison favorably]

---

## Win Themes (What Wins Deals)

Based on competitive patterns:
1. **[Theme]** — "[Proof point or quote]"
2. **[Theme]** — ...
3. **[Theme]** — ...

## Loss Themes (What Loses Deals)

Be aware — we tend to lose when:
1. **[Pattern]** — Mitigation: [strategy]
2. **[Pattern]** — Mitigation: [strategy]

---

## Quick Responses for Email/Chat

**When prospect mentions [competitor]:**
> "[2-sentence response for email or Slack]"

**When asked for a comparison:**
> "[3-sentence elevator pitch vs competitor]"

保存到 clients/<client-name>/product-marketing/battlecards/vs-[competitor-slug]-[YYYY-MM-DD].md。

费用

组成部分费用
网络研究免费
评论挖掘（可选，通过 review-site-scraper）~$0.50-1.00
广告分析（可选，通过 ad scrapers）~$0.50-1.00
全部分析与 Battlecard 生成免费（LLM 推理）
总计免费 — $2

所需工具

  • web_search — 用于竞品研究
  • fetch_webpage — 用于网站分析
  • 可选： review-site-scraper，用于抓取 G2/Capterra 数据
  • 可选： google-ad-scraper，用于广告情报；使用 web_search 搜索 Meta 广告资料库中的 Meta 广告

触发短语

  • “为 [竞品] 制作竞争对战卡”
  • “调查 [竞品] 的竞争情报”
  • “为 [竞品] 运行对战卡生成器”
  • “帮我赢下与 [竞品] 的交易”

评论

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