The Competition module gathers, for each competitor you meet in your deals, what your own win-loss data says about them. Instead of relying on market research, you get their real weight on your pipeline, your win rate against them, and a Battle Card your Sales team can take into a meeting.
This article walks you through the page: how to declare your competitors, where to find a Battle Card, what Diffly generates automatically, and how to adapt it to your teams.
What is a Battle Card for?
A Battle Card is a summary sheet dedicated to a single competitor. It brings together, in one place, what your buyers actually say about that competitor: why you win against them, why you lose, which arguments land, and which questions to ask in a meeting.
The Battle Card is generated from your win-loss data: feedback, verbatims, decision drivers and win rate associated with that competitor.
Before you start, declare your competitors
The Battle Card relies on your account's competitor list, managed in Settings → Competitors. From that page, you can:
add a competitor manually;
import your competitors from a CRM field, mapping each value individually (create, merge or ignore);
rename a competitor directly in the list;
hide a competitor, or delete it.
Good to know: a hidden competitor disappears from dropdowns and filters, but its historical data is preserved.
A note on tags: The "Competitors" tag category is a system category, fed automatically from Settings → Competitors. These tags are still used to tag verbatims, but adding, renaming and deleting happen only from the Settings.
Opening a Battle Card
Open the Competition page from the main menu.
Click the competitor you're interested in to open its dedicated page.
Go to the Battle Card tab.
The Overview tab, right next to it, gives you the competitor's context:
at the top of the page, the number of Deals encountered, deals Won and Lost, and your Win rate against this competitor;
Strengths against [competitor] and Weaknesses against [competitor] — with the number of deals and the amount tied to each;
Winning decision drivers and Losing decision drivers — decision criteria ranked by influence;
Latest quotes — the most recent verbatims from deal activity.
The 6 automatically generated blocks
When a competitor's Battle Card is created, Diffly automatically generates six AI blocks:
Block | What it contains |
Competitor profile | The competitor's positioning, target and value proposition |
Comparative pitch | Your narrative against theirs, and your points of differentiation |
Why we win | The recurring reasons you win against this competitor |
Why we lose | The recurring reasons you lose, to anticipate in meetings |
Win stories | Deals won against them, reusable as social proof |
Trap questions | Questions to ask a prospect to surface the competitor's limitations |
These blocks are a starting point. They are designed to be reviewed and adjusted by your teams: the AI works from your data, but the narrative stays yours.
Customising your Battle Card
Every block is a fully editable rich-text block.
Edit a block — Click inside the block and edit the content directly.
Reorder blocks — Use drag and drop to move whatever your Sales team needs to see first to the top. You can reorganise and customise the card however you like, so that it stays faithful to the battle cards your teams already use internally.
Add a block — The Add a block button gives you three options:
write the block manually;
generate it from a free prompt (for example: "What security arguments does this competitor put forward?");
start from a predefined template.
Enrich an existing block with AI — The Ask Diffly button on each block lets you ask the AI to rewrite or expand the content already in place, rather than starting from scratch.
Best practices
Review before you share. Generated blocks are raw material: check the tone and the claims before sharing the card with your Sales team.
Lead with win stories. It's the format Sales teams find easiest to use in a live selling situation.
Refresh after significant deals. After a meaningful win or loss against this competitor, revisit the "Why we win" / "Why we lose" blocks using Ask Diffly.
One card per competitor you actually meet. Focus on the competitors that weigh on your pipeline rather than on an exhaustive market list.