(B2B Technology Services) Ideas needed for building out battlecards for a tech services and value-added reseller company
Hello fellow PMMs - I recently joined a smaller technology consulting/services firm (a value-added reseller / VAR) as their first-ever Product Marketing Manager, so I’m building sales plays and enablement from the ground up.
I’ve been asked to create battlecards, but I’m running into a bit of a challenge. We’re not selling a single product, and there’s no real need for traditional competitor-focused battlecards. Our “product” is really our practice-area expertise and the solutions we deliver, often powered by partner technologies (which we resell). We’re also trying to shift sales toward outcome-based conversations vs. pitching specific tools or vendors.
Because of that, I’m struggling with what battlecards should actually look like in this context: what content is most useful, and how to structure them so they’re genuinely helpful for sales.
There’s no existing template (and it’s just me figuring this out), so I’d love to hear from anyone who’s built battlecards in a services- or solutions-led (especially VAR) environment:
- What did you include?
- How did you structure them?
- What actually resonated with sales?
Any guidance, examples, or lessons learned would be hugely appreciated. Thanks in advance!