关于 battlecard-generator
battlecard-generator 是面向缺少专职竞争情报团队的产品营销人员的竞品研究技能。它汇总单个竞争对手的公开信息，生成结构化、面向销售的战斗卡。
主要功能
- 01网站与宣传信息研究
- 02评论及客户情绪分析
- 03广告、内容与社交平台研究
- 04价格与套餐分析
- 05结构化销售战斗卡
适用场景
- 01为销售人员准备竞品交易
- 02调查屡次输给某竞品的原因
- 03制定针对单个竞品的定位
安装
复制下面的命令，在终端中运行。
$
npx skills add https:/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
竞争战卡生成器
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战卡。销售代表会在竞争性交易开始前 5 分钟打开这份战卡。
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。战卡应当有明确立场，而不是中立的功能对比。
适用场景
- “针对 [竞争对手] 制作一份战卡”
- “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？”
- “为销售团队准备好与 [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
- 你的产品名称 + URL
- 竞争对手名称 + URL——每份战卡只针对一个竞争对手（聚焦胜过泛泛而谈）
- 交易背景——你们在哪些方面竞争？（相同的理想客户画像、争夺高端／低端市场，还是不同的使用场景？）
- 已知的赢单／输单信号——在与他们竞争时，你赢单或输单是否有任何规律？
- 销售团队规模——销售代表偏技术型还是业务型？（会影响语言难度）
- 现有定位——你相对于这家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：
- 首屏主张——他们的核心定位
- 所属类别——他们将自己归入什么类别？
- 目标受众——他们声称服务哪些人群？
- 重点强调的功能——他们主打什么？
- 社会证明——客户徽标、指标、引言
- 定价结构——套餐、定价模式、企业版还是自助服务
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：
- 最受称赞的 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）
- 转用信号——客户为什么会离开？
- 理想客户画像规律——哪些职位／规模的公司会评论他们？
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——他们付费宣传哪些主张？
- 对比页面——他们是否发布了“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：
- 公开讨论的常见挫折
- 用户积极提出的功能请求
- 情绪倾向规律——用户是喜欢他们，还是只是勉强接受？
1E：定价深入分析
Fetch: [competitor] pricing page
Search: "[competitor]" pricing OR cost OR "how much"
梳理他们的定价：
- 模式： 按席位／按用量计费／固定费率／混合模式
- 套餐： 每个套餐包含什么？
- 免费套餐： 包含什么？哪些功能需要付费？
- 企业版： 是否采用定制定价？哪些情况会触发企业销售？
- 隐性成本： 实施、超额用量、附加组件？
阶段 2：竞争分析
优势与劣势矩阵
| 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）
- [优势] — [研究证据]
- [优势] — [证据]
- [优势] — [证据]
我们的劣势（不要在这里展开）
- [劣势] — [缓解策略]
- [劣势] — [如何重新表述]
胜负难分之处（通过叙事塑造差异化）
- [领域] — [如何将平局定位成胜利]
阶段 3：输出——战卡
# 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。
成本
| 项目 | 成本 |
|---|---|
| 网络研究 | 免费 |
| 评论挖掘（可选，通过 review-scraper） | ~$0.50-1.00 |
| 广告分析（可选，通过 ad scrapers） | ~$0.50-1.00 |
| 所有分析与战卡生成 | 免费（大模型推理） |
| 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-scraper，用于挖掘 G2/Capterra 上的信息 - 可选：
meta-ad-scraper、google-ad-scraper，用于广告情报分析
触发短语
- “针对 [竞品] 制作竞争战卡”
- “调查 [竞品] 的竞争情报”
- “为 [竞品] 运行战卡生成器”
- “帮我击败 [竞品]，赢得交易”
评论
支持 Markdown