Crayon Competitive Intelligence Blog

In business, getting a leg up on the competition isn’t easy. And it’s made all the more difficult by the fact that, in most cases, everybody is trying to get an edge on the rest of the field.

Whether...

For your company’s new product to succeed, a lot of dominoes need to fall.

It needs to relieve the right pain points. It needs to be priced appropriately. It needs to stand out—functionally or...

No matter your industry or your product, your company likely has dozens of rivals (if not hundreds)—some of them direct competitors, some of them indirect competitors, and some of them aspirational...

Crafting a home run of a B2B value proposition is no easy task.

Maybe your company is gearing up to launch a new product. Needless to say, you’ve got a lot on your to-do list: interviewing customers,...

Did you check out our post on messaging hierarchies? If so, you know a little bit about brand promises. On the matrix of vital messaging for brands trying to convey their unique value proposition,...

To be successful in a crowded marketplace, it is important to understand the competitive advantages of your company’s solution against its alternatives. Enterprises must be well-versed in their...

Competitive intelligence (CI) is the process of tracking, analyzing, and activating information related to your competitors. It is conducted with the intent of empowering internal stakeholders to...

According to our 2021 State of Competitive Intelligence Report, 99% of survey respondents found value in monitoring their competitors' website changes. Between messaging and team changes, pricing and...

A competitive matrix is a visual resource that enables you and your colleagues to better understand your company’s position within the market—that is, to better understand how your company stacks up...

Work is stressful. 

At times, we all feel overwhelmed, be it because of a growing workload, a shrinking deadline or a hefty quota. What if, in addition to those traditional workplace worries,...

We’ve talked at length about brand positioning on the Crayon blog—from creating positioning maps to identify where your brand exists in the competitive landscape, to crafting messaging hierarchies...

Neglecting competitive landscape analysis is a costly mistake—one that’s steadily growing costlier over time.

We say that for several reasons. First of all—and as regular readers of this blog are...

Competitive battlecards (also known as competitor battlecards, or more simply as battlecards) can add a tremendous amount of value to your suite of sales enablement collateral.

In fact, the value of...

Let’s face it—your product doesn’t sell itself. Most products just don’t. That’s why product marketing focuses on defining the positioning for your solution and the messaging your team should use to...

Competitive analysis frameworks are indispensable for anyone who wants to extract meaning from intel and inspire action across their organization.

When we talk about competitive intelligence, we’re...

A Google search for “sales and marketing alignment” yields dozens of case studies and blog posts (including one that we wrote). This is unsurprising; it’s generally taken for granted that getting...

Gathering competitive intelligence is a challenge. In fact, according to our survey of more than 1,000 CI professionals, it’s the toughest part of the job. On average, it takes up one-third of all...

Competitive advertising is a well-established practice in our modern media landscape. As the intensity of competition rises, so, too, does the difficulty of earning and maintaining the attention of...

Win/loss analysis is an essential practice for anyone who wants to better understand their competitive landscape and continuously optimize processes across sales, marketing, product management, and...

In the battle against competitors for sales, a positioning statement gives brand stakeholders much-needed ammunition. Across marketing and sales channels, you need to know how to promote your product...

It’s a great day for the Crayon community! Today, we celebrate our 500th customer and $22M Series B. Let’s go!!!

Sales enablement statistics are useful for a number of reasons.

Maybe you’re new to the discipline and trying to quickly learn as much as possible. Maybe you’re building a business case for the...

If your brand existed in a vacuum, it’d be easy enough to convey your unique selling proposition to a prospect. You’d be unique because you’d be the only game in town. Your product’s defining...

For those who conduct competitive intelligence, gathering insights in a timely manner can be an enormous struggle. On any given day, there may be hundreds — if not thousands — of signals generated...