The assets, and what each is for
A one-pager summarises the offer for a buyer who will forward it internally, so it must make sense without a rep in the room. A battlecard is for the rep: how to position against a named competitor, the objections they raise, the questions that expose their weaknesses, and the claims you can and cannot make. Vertical versions swap proof points, terminology and imagery for banking, retail or healthcare buyers while the product facts stay fixed. Email templates, case study summaries and proposal boilerplate complete the set. Generation handles the variants well once the master is approved; the master itself needs a product marketer who knows the product.
Comparative claims leave the building
Battlecards are written for internal use, but lines from them end up in emails and slides sent to prospects, where they become marketing communications. In the EU, Directive 2006/114/EC allows comparative advertising only when it objectively compares material, relevant, verifiable and representative features and does not denigrate the competitor. The UK applies the same test through the Business Protection from Misleading Marketing Regulations 2008, and in the US false comparative claims can be challenged under section 43(a) of the Lanham Act. Write every competitor claim as if the competitor will read it, cite the source and date, and remove claims that depend on a rival's old prices or feature list.
Regulated claims need a named approver
In regulated sectors, sales material is promotional material and the rules apply to it in full. UK pharmaceutical promotion must be certified under the ABPI Code of Practice before use. UK financial promotions must be made or approved by an authorised person under section 21 of the Financial Services and Markets Act 2000, and must be fair, clear and not misleading. A generated vertical version that rephrases an approved claim is a new claim until someone signs it off. Lock approved wording so it is reused exactly, record who approved which version, and route anything new through the same compliance review as advertising.
Keeping claims current and in the right hands
Most sales content goes wrong after launch, not at it. A figure from last year's report, a feature that was renamed, a price that changed: reps rarely check, because the PDF on their desktop worked last quarter. Tie every claim to an owner and a review date, and regenerate the affected assets when a claim changes rather than editing copies by hand. Distribute through the CRM and DAM only, with expiry dates on each file. With the studio, approved claims and banned words sit in the brand hub, connectors publish to the DAM, and each new version goes through sign-off with an audit trail.
Updated 25 September 2026