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Crayon Competitive Intelligence Blog

Here Are 4 Must-Ask Questions For Your Win/Loss Interviews

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Laura Taylor on Fri, Jul 23, 2021

Win/loss analysis—the process of determining why deals are won or lost—yields insights that practically everyone across your organization can use to their advantage.

Sales reps get insights that they can use to improve their objection-handling tactics. Marketers get insights that they can use to optimize their messaging. Product managers get insights that they can use to adjust their roadmap priorities. Nearly every department can gain meaningful insight when you have an understanding of where...

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5 Competitive Advantage Examples That Will Inspire Your Next Big Idea

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Laura Taylor on Wed, Jul 21, 2021

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...

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5 Product Launch Examples That Are Worth Studying (+ Tips for Success)

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Conor Bond on Fri, Jul 16, 2021

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...

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How to Create an Effective Competitive Comparison Landing Page

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Mackenzie Colcord on Wed, Jul 14, 2021

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...

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6 Steps to a Strong(er) B2B Value Proposition

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Ceillie Clark-Keane on Fri, Jul 9, 2021

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,...

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3 Keys to Crafting an Excellent Brand Promise

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Laura Taylor on Wed, Jul 7, 2021

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,...

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Your Guide to Conducting a Successful Competitive Product Analysis

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Mackenzie Colcord on Thu, Jul 1, 2021

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...

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Track, Analyze, Activate: Your Comprehensive Introduction to Competitive Intelligence

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Conor Bond on Tue, Jun 29, 2021

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...

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How to Gain Valuable Insight From Your Competitor’s Website

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Mackenzie Colcord on Fri, Jun 25, 2021

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...

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How to Create a Competitive Matrix (Step-by-Step Guide With Examples + Free Templates)

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Conor Bond on Wed, Jun 23, 2021

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...

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Pride Month: I’m Not Afraid Anymore

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Tiffany Manzi on Mon, Jun 21, 2021

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,...

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The 5 Best Brand Positioning Examples We’ve Ever Seen

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Laura Taylor on Wed, Jun 16, 2021

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...

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Competitive Landscape Analysis: What It Is, Why It Matters, & How to Get a Head Start

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Conor Bond on Wed, Jun 9, 2021

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...

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Competitive Battlecards 101: Your Comprehensive Guide to Building, Optimizing, & Distributing Battlecards

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Conor Bond on Wed, Jun 2, 2021

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...

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7 Ways to Make a More Effective Message Map

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Ceillie Clark-Keane on Thu, May 27, 2021

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...

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Competitive Analysis Frameworks: 3 Ways to Get More Value From Your Competitive Data

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Conor Bond on Tue, May 25, 2021

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...

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Why You Need to Align Your Product & Marketing Teams + How to Make It Happen [A B2B Guide]

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Conor Bond on Mon, May 24, 2021

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...

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Gathering Competitive Intelligence: How to Collect the Competitive Data You Need to Succeed

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Conor Bond on Tue, May 18, 2021

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...

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Competitive Advertising Examples: 5 Commercials That Will Spark Your Competitive Creativity

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Conor Bond on Tue, May 11, 2021

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...

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The Definitive Guide to Win/Loss Analysis: How to Gather, Analyze, & Act On Win/Loss Data

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Conor Bond on Fri, May 7, 2021

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...

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Why You Need a Messaging Hierarchy (+ How to Create One)

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Laura Taylor on Wed, May 5, 2021

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...

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Celebrating Our 500th Customer & $22M Series B!

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Jonah Lopin on Tue, May 4, 2021

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

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11 Sales Enablement Statistics Everyone Should Know In 2021

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Conor Bond on Fri, Apr 30, 2021

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...

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How to Create a Winning Brand Positioning Strategy

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Laura Taylor on Wed, Apr 28, 2021

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...

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10 Essential Examples of Competitive Intelligence (With Tips for Inspiring Action!)

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Conor Bond on Wed, Apr 21, 2021

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...

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