The Voicify "Competitor A or Competitor B" battlecard library is a perishable asset. The slot decision tree, the six pre-loaded objections per slot, the dental-pure opponent appendix, the per-location pricing math — every one of those drifts inside ninety days. Voicify ships pricing changes. Dental-pure competitors release features and reference DSOs. The field accumulates a slot-flip log, a win-loss debrief stack, and an objection promotion queue that did not exist at the start of the quarter. Without a runbook to absorb all of that on a fixed cadence, the cards rot in place and reps stop trusting them. The quarterly refresh runbook is the eight-working-day governance loop that keeps the library current — six inputs, four owners, one signed-off card version per quarter.
TL;DR
Six inputs. Four owners. Eight working days. One signed-off refresh. The Voicify A-or-B quarterly refresh absorbs Voicify pricing and product deltas, dental-pure competitor scans, the slot-flip log, win-loss debrief themes, Tier 2 objection promotion candidates, and the QA checklist's last-quarter pass-rate. Sales enablement holds the calendar and the change log. Product marketing owns the vendor inputs. AE managers own the field signal review. CSMs own the B-slot defense inputs. Spot refreshes patch single cards between quarters when Voicify ships a 10%+ price change, a slot-affecting feature, or a dental-pure roster change.
Why Quarterly
The cadence is not arbitrary. Voicify ships pricing and product changes in roughly ninety-day windows; the dental-pure competitor set releases features and case studies on the same pace; and the field data — slot-flip log, objection backlog, win-loss debriefs — accumulates enough volume in ninety days to be statistically usable rather than anecdotal. Refresh on a six-month cadence and the cards drift visibly: reps notice the gap, lose trust, and start free-handing their openings. Refresh monthly and sales enablement burns more time on the cards than on the deals, which is the failure mode of an over-engineered sales enablement function. Quarterly is the working interval. The runbook fixes the working days inside the quarter so the team is not relitigating the schedule every cycle.
The Four Owners
The refresh runs on a four-owner split. Sales enablement holds the calendar, the change log, and the final sign-off — they integrate the inputs, run the QA pass, and roll the new card version to reps. The other three owners feed the refresh with specific artifacts.
| Owner | What they bring to the refresh | Artifact format |
|---|---|---|
| Sales Enablement Lead | Calendar, change log, integration of inputs, QA pass, rollout to reps, slot decision tree threshold updates | Change log entry per card section; redline view of the new card version |
| Product Marketing Lead | Voicify pricing and feature deltas, dental-pure competitor scan, updated opponent appendix entries | Two-page delta brief plus appendix-row diffs |
| AE Manager | Slot-flip log review, win-loss debrief theme summary, rep-surfaced objection promotion candidates | One-page field-signal summary with slot-tagged counts |
| CSM Lead | B-slot defense inputs from active Voicify deployments — what is working, what is breaking, what objections current customers are still raising | One-page CS-side defense memo, B-slot only |
The Six Inputs
The refresh integrates six inputs. Each has a named owner above and a deadline inside the eight-day window. Inputs not delivered by the deadline are explicitly logged as deferred so the next quarter inherits a clean queue rather than carrying invisible debt.
| Input | Owner | Refresh-day deadline |
|---|---|---|
| 1. Voicify pricing and product deltas (90-day window) | Product Marketing | Day 1 |
| 2. Dental-pure competitor scan | Product Marketing | Day 2 |
| 3. Slot-flip log from discovery briefs | AE Manager | Day 2 |
| 4. Win-loss debrief themes, scored against the six-category objection map | AE Manager | Day 3 |
| 5. Tier 2 objection promotion candidates from the objection backlog | AE Manager + CSM Lead (B-slot) | Day 3 |
| 6. QA checklist last-quarter pass-rate by card section | Sales Enablement | Day 4 |
Each input pulls from an artifact the rest of the system already produces. The slot-flip log comes from the discovery brief workflow; the win-loss debrief themes come from the slot-tagged win-loss template; the objection promotion queue comes from the objection handling map; the pass-rate comes from the QA checklist. The refresh does not generate new instruments — it consumes the field signal the existing instruments already produce.
The Eight-Day Working Window
Days one through four are input collection. Day five is sales enablement's integration pass — pricing math gets re-run, opponent appendix entries get re-sorted, Tier 2 promotion candidates either get promoted into the six pre-loaded objections per slot or get held in the backlog with a stated reason, the slot decision tree's signal weighting gets adjusted against the slot-flip log's reason codes. Day six is the QA pass against the checklist — every card section gets graded; sections below threshold get a fix iteration rather than shipping degraded.
Day seven is a single review meeting with the four owners present. The change log is read aloud by card section. Owners can flag a change for rework, but cannot introduce a new change at this meeting — new changes are deferred to the next quarter, otherwise the refresh window never closes. Day eight is publication: the new card version goes live in the enablement library with a redline view, the change log is published, and the rollout to reps is scheduled for the following two days.
The Rollout to Reps
The new card version is worthless if reps do not adopt it. The rollout is three steps. Day eight: enablement publishes the new card version with a redline view showing what changed by slot. Day nine: a thirty-minute team session walks reps through the changes — A-slot in the first fifteen minutes, B-slot in the second. Reps whose recent deals touched any changed card section get a spot recertification on the changed slot before they run another discovery brief against it. Day ten: the old card version is archived and the slot decision tree thresholds in the discovery brief template are updated. Reps loading the brief template after day ten see the new thresholds; reps still referencing the old card version get a soft prompt to reload the current one.
Spot Refreshes Between Quarters
The quarterly cadence does not mean nothing can change between quarters. Three trigger criteria authorize a spot refresh — a one-card patch on the affected slot, not a full library refresh. The triggers are deliberately narrow so the spot refresh does not become a constant interruption.
- Voicify list-price change of more than ten percent in either direction. The pricing math anchors both A-slot displacement and B-slot defense framing; a ten-percent swing changes the conversation.
- Voicify feature release that directly affects an A-slot or B-slot claim. If the A-slot card says "Voicify cannot do X" and Voicify ships X, the card is wrong and the rep walking into a discovery call with it gets caught flat-footed.
- Competitor acquisition that changes the dental-pure roster. If a dental-pure competitor is acquired by a horizontal AI vendor, the opponent appendix entry needs to move slot or get retired; the rep cannot run the old positioning.
When a trigger fires, sales enablement does the one-card patch within 48 hours of trigger detection, notifies AE managers, and logs the patch in the change log so the next full refresh inherits the spot patches as already-applied changes rather than re-litigating them.
What the Refresh Does Not Do
The quarterly refresh is not a strategy review. It does not reopen the A-slot-versus-B-slot framing, redefine the six objection categories, or revisit the per-location pricing model. Those are annual decisions that live in a separate planning cycle. The refresh is a current-state update against a stable framework. Trying to use the refresh as a vehicle for re-architecting the battlecard system is how the eight-day window collapses into a three-week argument and the cards ship late. Hold the framework stable for the year; refresh the inputs every ninety days; rebuild the framework only when the field signal makes the framework itself wrong, not when an individual input changes.