Can I share this competitor battlecard with my Partner?
Ethical Boundaries for Competitor Information (CI)
As product marketers, one chief responsibility we have is to compile competitive intelligence. It is invaluable information for our internal teams, from product management to sales teams. However, gathering this information requires care. Many folks think anything is fair game, but that is not necessarily the case. Maintaining ethical standards is not just a legal requirement but also a cornerstone of business integrity.
While the drive to stay ahead of competitors is natural, it’s essential to ensure that the methods employed to gather information are transparent, ethical, and in compliance with all relevant laws.
Why Ethical CI Practices Matter?
Adopting ethical boundaries when gathering competitor information is crucial for several reasons:
Preserving Reputation: Ethical lapses can damage your company’s credibility and brand.
Avoiding Legal Consequences: Violating laws such as data privacy regulations or intellectual property rights can lead to hefty fines and lawsuits.
Building Trust: Ethical behavior fosters trust with customers, employees, and industry peers.
Develop an Ethical CI Framework
To make sure your CI efforts remain above board, establish a structured framework for gathering and using competitor information:
Develop a Code of Conduct: Define ethical guidelines for your team to follow.
Train Employees: Regularly educate your staff on ethical intelligence-gathering methods.
Audit Practices: Periodically review your competitive intelligence efforts to ensure compliance with legal and ethical standards.
The Age-old Question—Can I share this Battlecard with my reseller or business partner?
This question comes up nearly on a daily or weekly basis when in the throes of the sales battle in the channel. There are ways that certain information can be shared, which we’ll talk about, but it also must be done carefully to avoid potential legal pitfalls.
And you always must consider whatever you give an outside party, even if they ‘are a really great partner and wouldn’t dare share anything... mmm hmmm I’ve heard that before…
So how can you share information? Here are some tips.
1. Never Just Send Your Internal Battlecard Over Carte Blanche
You should really sensitize the information to ensure no internal-only sensitive information is there.
You will likely want to run any version of a battlecard for external sharing by your legal team.
2. Define Clear Guidelines
Establish explicit terms in partnership agreements about the sharing and use of competitive information.
Ensure that both parties agree to handle shared information responsibly and in compliance with applicable laws.
3. Ensure Accuracy and Fairness
Provide accurate, up-to-date information about competitors. Avoid exaggerating or misrepresenting their offerings.
Focus on highlighting your strengths rather than disparaging competitors.
4. Avoid Sharing Proprietary or Confidential Data
Never include proprietary or confidential information about competitors in your battlecards.
Use only publicly available data, such as pricing from websites, customer reviews, or public statements.
Share only information that is necessary and relevant for the partnership.
5. Respect Non-Disclosure Agreements (NDAs)
If your business partners have NDAs with your competitors, do not pressure them to share restricted information.
Similarly, ensure that your NDAs with partners include clauses protecting sensitive competitive intelligence.
6. Protect Your Own Confidential Information
Ensure that the battlecards shared with prospective customers do not include your proprietary strategies or sensitive data.
If possible, share information in controlled formats (e.g., presentations) rather than distributing physical or digital copies.
7. Comply with Industry Regulations
Be aware of any industry-specific guidelines regarding marketing practices and competitor comparisons.
Ensure that all claims made in your battlecards are substantiated and compliant with advertising standards.
8. Adhere to Anti-Trust Laws
Sharing competitive information can sometimes intersect with anti-trust regulations. Avoid practices such as:
Exchanging pricing strategies or other market-sensitive data that could lead to price-fixing or market manipulation.
Sharing plans that could create an unfair advantage or harm competition.
9. Monitor Usage
Regularly review how shared competitive information is being used to ensure compliance with ethical and legal standards.
Avoid using third-party information for purposes beyond the agreed scope of collaboration.
AND if you’ve gotten this far… remember… EVERYTHING you share could, and will likely, get back to the competitor.
A best practice is to keep separate battlecards for resellers / business partners that are legally approved for external sharing and keep your internal sales battlecards INTERNAL.
Gathering competitor information is a vital part of strategic planning, but it should never come at the expense of your integrity. By adhering to ethical boundaries, you can build a sustainable and respectful approach to competitive intelligence. Remember, the goal isn’t just to outmaneuver your competitors—it’s to do so in a way that reflects your company’s values and commitment to fair play.
