Turn battlecards into competitive videos reps actually share
Drop a side-by-side recording or paste your existing battlecard. ngram gives you back a competitive comparison video with smart zooms on every differentiator, captions, and your brand kit — built specifically for B2B PMMs whose intel keeps dying in PDFs.
Or pick a video type to get started
Trusted by teams at
“Sales said the battlecards were useful. The doc had twelve opens in a quarter across forty reps.”
- Quarter kickoff
Compile the new battlecard. Eight slides, four feature tables, three pricing scenarios, and a section labeled "how to handle objection X." Roll it out at SKO. Reps nod along during the enablement session and pin the doc in Slack.
- Week 2
First competitive deal hits late-stage. AE pings #compete asking which page covers Competitor B's new bundle. You answer in a thread. The thread closes. The battlecard is not updated because the change feels too small to redo eight slides.
- Week 5
Competitor ships a feature you specifically claimed they didn't have. Three reps email asking for new talking points. You draft an email response. Two of them paste the response into Gong notes and never reference it again on a call.
- Week 8
Pull the analytics on the battlecard PDF. Twelve opens, eight unique reps, zero forwards. Sales leadership asks if competitive enablement is landing. You don't have a video to point at, so you point at win/loss notes and hope the narrative holds.
- Week 11
Champion at a six-figure deal asks for proof your workflow beats Competitor A. The AE drops the battlecard PDF in the follow-up. The buying committee never opens it. The deal goes to the competitor whose rep sent a 90-second comparison video in their last reply.
- Quarter close
Win rate against Competitor A drops two points. The retro flags "competitive content underperformed." You start the cycle again on a doc nobody plans to read, while the rep who lost the deal swears they could have closed it with one good video.
of sales reps research competitors on their own because they don't trust the battlecard is current — and most of them never reopen the doc once the first quarter passes.
“By the time the deck got refreshed, the competitor had already changed their pricing page twice.”
From "let me find the battlecard" to "let me show you the difference"
Prospect mentions Competitor X on a discovery call. Your AE recalls two differentiators from the battlecard, stumbles on the third, and promises to follow up with the PDF. The PDF gets attached to a follow-up email. The champion forwards "FYI - see attached." Nobody opens it.
Same call. Your AE drops a 60-second competitive comparison video into the follow-up email — same product, same competitor, same workflow shown side by side with on-screen callouts. The champion watches it twice and forwards the link to the VP and two stakeholders. The buying committee sees the differentiation before the next meeting.
Competitor changes pricing on Tuesday. The battlecard slide for that competitor is now wrong. You queue an enablement update for next month because rebuilding eight slides for one change feels disproportionate. For three weeks, every rep handling that competitor is working from stale intel.
Competitor changes pricing on Tuesday. You re-record the thirty-second segment of the comparison video where pricing appears, paste the new screen, and re-render that scene only. By Wednesday morning every AE has a refreshed video link and the wrong slide never goes near a customer call.
Reps say they want competitive content, but adoption sits around 18 percent because finding the right page in a 12-slide deck during a live call is impossible. Most reps wing the differentiators from memory and email the PDF after the call to cover the gap they could not close on the call itself.
Reps share a competitive comparison video link in chat the moment the competitor name comes up. The prospect watches in the meeting on screen-share or in the follow-up email. Adoption climbs because dropping a link is easier than scanning a doc, and the message lands the same way every time.
Competitive videos from the intel you already wrote
Bring a screen recording of both products side by side, or just the battlecard you already have. ngram turns either into a competitive comparison video reps actually share and prospects actually forward.
Start from a side-by-side recording
Record your product and the competitor's product running the same workflow on a split screen. ngram trims dead air, smart-zooms on every differentiator, adds callouts on the moments that win the comparison, and burns captions. You review the storyboard. No timeline editing required.
Screen Recording to VideoOr start from your battlecard
Paste the battlecard doc, the win/loss notes, or a competitive brief. ngram writes a comparison script anchored to your strongest differentiators, plans the visual flow, and assembles a competitive video with AI visuals, callouts, and voiceover. The intel reps wouldn't reopen becomes a video they will.
Docs to VideoOne competitive comparison video reps drop in chat
Looks intentional. Specific. Like the PMM team built it for the deal currently on the floor, not for last quarter's enablement deck.
Already have a long-form competitive webinar? Run it through Webinar to Clips first — the comparison-cut workflow downstream is identical.
What changes when competitive content ships as video
Differentiation lives where the deal happens
Top benefitThirty minutes per comparison, not three weeks. Reps share a video link the moment a competitor's name comes up. Committees see the difference instead of skimming a PDF. The intel you spent the quarter on actually influences the deal in motion.
Companies with structured competitive content report roughly 23 percent higher win rates in head-to-head deals — but only when the content is in a format the rep will actually open during a live call.
Comparisons never go stale
Competitor changes pricing or ships a feature Monday. Re-render the relevant scene Tuesday. Reps never share a competitive video that contradicts what the prospect can find on the competitor's homepage.
Buying committees finally see it
A comparison video gets forwarded. A PDF battlecard does not. Your competitive positioning reaches the CFO, the CTO, and the procurement lead your AE never gets on the call.
Battlecard → competitive video in 3 steps
Drop in the comparison
Upload a side-by-side recording, paste your battlecard text, or drop in win/loss notes and competitor URLs. Messy footage, half-finished docs — ngram absorbs all of it as source material.
Review the comparison script
ngram structures the comparison around your strongest differentiators, adds smart zooms on the moments that matter, and writes on-screen callouts so prospects see the claim and the proof in the same frame.
Ship the link to sales
Export a 16:9 cut for outbound emails, a 1:1 for LinkedIn, and a 9:16 for prospecting touches. When the competitor moves, re-render only the scene that changed — usually inside an hour before the next deal review.
Built for competitive comparison video, specifically
Who ships competitive content in your company?
Product Marketing
Move competitive intel out of slides and into a comparison-video library reps actually drop into deal threads. Re-render the segment that changes when a competitor ships, instead of rebuilding an eight-slide deck every quarter.
Sales Enablement
Hand reps a competitive comparison video they can paste into a follow-up email — not a PDF buried three folders deep in the content library. Build a per-competitor library so every AE has the right cut loaded before the next discovery call.
Product Managers
Capture the competitor's workflow next to yours and let PMM polish it into a comparison cut sales can use the same week. PMs see exactly which differentiators the field is repeating, so the roadmap stays anchored to deals on the floor.
Founders
Drop a side-by-side recording into ngram and ship the comparison video to investors, prospects, and analysts the same afternoon. Replace the agency cycle with a thirty-minute workflow you can run between deal calls.
Growth & Marketing
Spin a competitive comparison into ad creative, paid-social hooks, and LinkedIn cutdowns from one source recording. Test five competitor narratives before lunch and run the winner against the right ICP segment by Friday.
Customer Success
When a customer mentions evaluating a competitor for the renewal, CS drops a comparison video into the QBR thread the same day. Re-render the scene that matches the customer's specific objection so the response feels built for them, not bolted on.
Developer Relations
API and SDK comparisons that show where your developer experience wins. Turn a doc page and a competitor's getting-started guide into a side-by-side walkthrough that gets shared inside engineering Slacks instead of buried in a feature matrix.
Solopreneurs
Comparison videos that look like a competitive team built them, shipped solo in an afternoon. Skip the freelancer marketplace and own the competitive narrative end to end — record, polish, post, refresh when the competitor moves.
Explore more use cases
Other ways product marketing teams use ngram to keep enablement at the speed of the deal floor.
You don't need a recording to make a competitive comparison.
Bring whatever competitive intel you already have. Each converter drops you into the same smart-zoom, callout, and brand-kit pipeline the side-by-side recording flow uses.
Every tool the competitive video pipeline runs on.
The old way vs. the ngram way
| PDF Battlecards | Agency Comparison Video | ngram | |
|---|---|---|---|
| Time to first comparison | 2-3 weeks to write | 4-8 weeks production | Under 30 minutes |
| Cost per competitor | PMM time only | $3,000-$7,000 per video | Included in plan |
| Rep adoption | Low (requires reading) | Moderate (if delivered) | High (share a link) |
| Time to refresh after a competitor moves | Days of rewriting | Weeks of re-briefing | Under one hour |
| Buying committee reach | Only the rep who opens it | Forwarded sometimes | Forwarded and rewatched |
Wire competitive content into the workflow sales already runs.
Each integration ships with a working template. Trigger a competitive comparison video from a CRM stage, a competitor signal, or an agentic chat — or build your own from the REST API.
whenA CRM opportunity is tagged with a competitor name in the deal record
thenPolish the matching comparison video into 16:9 and 1:1 cuts and drop the link in the AE's Slack thread
whenClaude or ChatGPT calls the comparison tool with a competitor name and a workflow
thenReturn a finished competitive comparison video plus a share link the AE can paste in a follow-up
whenYou hit "Make a comparison" on a competitor's pricing or product page
thenGet a side-by-side competitive cut back in a new tab inside thirty minutes
whenA deal in the CRM moves into a competitive late stage
thenRender the persona-specific competitive comparison and attach it to the opportunity record
whenA self-hosted competitive intel scraper detects a pricing or feature change
thenAuto-regenerate the affected scene of the comparison video on your own VPC
whenA competitive comparison cut is approved by PMM
thenSchedule the 1:1 version to the company page with the competitor hook teed up in the post copy
whenA short-form competitive cutdown finishes rendering
thenSchedule the social variant with a thread reply teed up to handle the obvious counter-question
whenThe long-form competitive comparison is approved
thenUpload to the product channel with chapter markers per competitor workflow segment
“But will it work for my situation?”
Your next competitive comparison is 30 minutes away
Stop watching deals slip while reps fumble a PDF. Ship competitive comparison videos sales actually share, refresh them the day the competitor moves, and give the buying committee the differentiation they were looking for.