If you’re an MSP leader, you know that generating leads and closing deals can be challenging. Managed Service Provider salespeople have a lot of products and services to keep track of. And for each of these, they need to be able to list the product or service’s key features as well as talk in-depth about what separates these from what their competition is offering. This is where sales development battlecards are key. Whether you are training up your first sales rep or transitioning from an owner-lead sales department, battlecards help organize this information and streamline your company pitch and sales messaging. Here, we’ll take a closer look at why battlecards are so essential for MSPs.


A battlecard is a one-page document that sales reps can use to quickly reference key information about a product or service. When meeting with potential prospects, time is of the essence. Sales reps can’t afford to waste time flipping through pages of notes or searching for information on their laptop. With battlecards, all the information they need is right at their fingertips. And because they’re easy to update, battlecards ensure that sales reps always have the most up-to-date marketing information about your products and services. Essentially, they deliver a clear-cut guide for every salesperson in your company to understand the company as well as explain it. 


Trying to figure out where to start? Here’s a quick overview of what should be included in your MSP battlecards:

A. Build Your Value Proposition

A value proposition is a broad statement that communicates the benefit of a product or service to a customer. It describes how the product or service solves a problem or meets a need and why it is a better choice than other options. A value proposition must be clear, well-thought out, and easy to understand. To create one, you should: 

1. Define the problems you solve.

2. Define your solutions.

3. Create a customer feedback group to define your best values.

Value propositions are designed to be shared externally with investors or customers.

B. Build Your Positioning Statement

A positioning statement defines and communicates the core values of your company. It impacts all aspects of your branding and determines how your market will see you. It influences everything your business presents and shares about your product and brand with your target audience. A positioning statement should also use competitive analysis to determine how you differentiate your business from competitors. However, as opposed to a value proposition, a positioning statement is more concise, focused on the key benefits and differentiators of your brand, product, or service, and is typically used internally.

C. Build a 30-second (or less) Elevator Pitch

Your elevator pitch should explain your mission, showcase your passion for your industry, and spark interest in your company. Some key thoughts to consider:

1. Keep it short, simple, and free from overly technical jargon.

2. Make it compelling.

3. Write for the broadest audience possible.

4. End with a call to action.

5. Be sure all your employees understand the elements within and can relate them quickly and easily.

D. Identify 3 Key Features and Benefits

Next, build a table featuring three key service features and the benefits they deliver. Possible areas to highlight include:

1. Security

2. Business Continuity

3. Communication

4. vCIO/Strategy

5. Infrastructure

6. Connectivity/Productivity

7. Collaboration

8. Regulation/Certification

E. Highlight Social Proof

Lastly, you’ll want to conclude each key topic with a quick reference to a vertical that you have assisted in this area. This allows salespeople to quickly relay examples of how your products or services have benefitted customer just like your prospect. Benefits to previous customers that should be highlighted could include the following:

  1. Increased productivity 
  2. Revenue growth
  3. Expansion
  4. Cost avoidance benefits

If you’re not using battlecards in your sales development process, you’re likely to be at a disadvantage compared to your competitors who are doing so. If you need detailed guidance specific to your business about how to build any of these elements or simply need assistance developing a more effective sales team, contact us, and we’ll be happy to help ASAP.