Sequel.io

Battle cards that keep themselves current

Sales has battle cards for all 19 competitors that mostly keep themselves current each week, without a product marketer on the team

Kathleen Booth VP of Marketing, Sequel.io LinkedIn

The problem

Sequel, a webinar platform, tracks 19 competitors, including large players like Cvent and Zoom. The sales team kept asking for battle cards, but marketing was Kathleen, one demand gen marketer and two BDRs, with no product marketer to write and maintain 19 of them.
What they built

A weekly scan of every competitor's product update blog, press releases and press coverage, including acquisitions and funding rounds. The week's news goes to Slack for the whole team with links to the sources. Each competitor has its own file of what's known about it, updated after every scan, plus one for Sequel's own product. Battle cards are built from those files as Google Slides decks and updated each week with anything relevant from the scan. Feedback from sales can be added by hand. The same files sit behind a Claude project the team can ask competitor questions during a live call.
What changed

19 competitor battle cards, mostly self-updating

Sequel has battle cards for all 19 competitors, and Kathleen says they mostly update themselves. Reps use the Claude project to answer competitor questions on live calls, and she says they like it.
So what

Reps have a current card for every competitor they meet, built from what competitors actually announce, and can ask a competitor question mid-call.

Under the hood

Started as a Manus task that emailed Kathleen a PDF she posted to Slack by hand; now runs in Claude Code (inside VS Code) on scheduled GitHub Actions jobs, with a custom Slack app for the weekly digest. One markdown file per competitor, plus one for Sequel, is the source of truth. One skill builds formatted battle card decks in Google Slides through Google Drive; another reads each week's additions to the markdown files and pushes relevant changes into the cards. Each job is its own skill, with an orchestrator running them together. A Claude project synced to the files serves the rest of the team, who don't use Claude Code.