Sales Enablement for Product Launch: Creating Battlecards That Win Deals
Role & Challenge
As Product Marketing Manager for Anna, I collaborated with Sales to ensure our product story was clear, competitive, and easily deliverable during and post-CES. Reps needed concise, research-backed messaging that positioned Anna against OTC medications, invasive procedures, and bulky devices without overwhelming prospects with features.
To meet that need, I drew directly on the 1:1 interviews I conducted with early adopters and the consumer personas I built. These insights were then translated into a suite of battlecards, each one carefully crafted to equip reps with consistent, compelling language that resonates with our target audience.
Objectives
Give Sales a clear rundown of Anna’s differentiators, customer pain points, and goals.
Translate consumer insights into simple, compelling hooks.
Equip Sales reps to position Anna as the must-have solution confidently.
Align all talking points with broader Sales + Marketing assets.
Structure messaging along the buyer journey using TOFU → MOFU → BOFU:
TOFU – Problem awareness
MOFU – Solution comparison
BOFU – Decision support
Battlecards Created
Product Overview – Clear elevator pitch, ICP, and top differentiators
Competitive Comparison – Side-by-side analysis vs. OTC meds, invasive procedures, and other devices
Objection Handling – FAQs, do’s/don’ts, and concise responses to common pushbacks
Impact
Reps entered meetings confident and consistent, using the same CES-honed language across touchpoints.
Objection handling and FAQs shortened conversations and boosted booth engagement.
Messaging carried seamlessly across demos, investor chats, and follow-ups, giving us a story that stuck.
Battlecards were embedded everywhere: email signatures, sales decks, and messaging kits—ensuring reps always had them at hand.
What’s Next
In the following section, I walk through each battlecard created ahead of our CES launch, starting with the Product Overview Battlecard.
Product Overview Battlecard
The cornerstone of the suite, this 1-pager equipped Sales with:
A crisp elevator pitch they could deliver in under 30 seconds
A clearly defined Ideal Customer Profile (ICP)
Anna’s top differentiators, framed in simple, customer-facing language
This card set the foundation for every subsequent sales conversation, ensuring consistency across CES demos, follow-ups, and investor meetings.
Product Overview Battlecard: A 1-pager that equipped Sales with Anna’s elevator pitch, ICP, pain points, and differentiators, ensuring every rep could confidently communicate our value at CES and beyond.
Competitive Comparison Battlecard
“Why should we choose your product over the others?” is one of the most common and most challenging questions sales reps face. To prepare for CES, I built a battlecard that gave our team clear, side-by-side comparisons against top competitors.
This 1-pager equipped Sales with:
Problem → Solution → Benefit breakdown across Anna, Livia, Myoovi, and Flo
Target Audience clarity to help reps qualify leads faster
“Why Anna Wins” soundbites showing how we stood out as the only wearable offering customizable, drug-free relief plus AI-powered cycle insights
It became a go-to reference on the show floor and beyond, enabling reps to handle competitive questions with confidence and consistency.
Competitive Comparison Battlecard: A side-by-side view of Anna vs. Livia, Myoovi, and Flo, highlighting unique differentiators, target audiences, and why Anna wins.
Objection-Handling Battlecards
At CES and beyond, reps needed quick, confident ways to answer questions like “Why not just take ibuprofen?” or concerns around discretion and cost. I built a few battlecards to equip them with empathetic, proof-backed responses that transformed hesitation into confidence. Here is one of those cards. By anticipating objections and reinforcing Anna’s unique advantages, this 1-pager ensured consistent conversations and kept prospects engaged.
Objection-Handling Battlecard: Empathetic, proof-backed responses to standard buyer concerns about OTC meds, discretion, and affordability, ensuring consistent, confident conversations at CES and beyond.
Together, this suite of battlecards: Product Overview, Competitive Comparison, and Objection-Handling equipped Sales with a complete toolkit to pitch Anna with clarity and confidence. From setting the stage to differentiating against competitors to addressing objections, reps had consistent, proof-backed messaging at every step. Whether on the CES floor or in follow-up meetings, these assets turned research and positioning into sales-ready language that stuck.
