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, employees also felt that they couldn’t truly be themselves? What if they feared the judgement that would come with revealing their LGBTQ+ identity? Studies suggest this can decrease productivity and cause significant emotional trauma. For PRIDE month, I want to share a brief glimpse into how LGBTQ+...
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...
Businesses have never been more agile than they are right now. Bringing a product to market, releasing a new feature, launching an ad campaign — these initiatives, though they will never be easy by...
The more closely you align your sales and marketing teams, the better.
When everyone is on the same page — from content marketers and demand gen specialists to BDRs and account executives — lead...
The difference between product marketing and product management is not an especially clear one.
Within a given organization, both product marketers and product managers are intimately familiar with ...
Conducting market research is never an easy task — it presents challenges to businesses of all shapes and sizes.
With that being said, those with large budgets do enjoy certain advantages. When you...
If you can help it, sales enablement — the act of empowering your sales reps with the tools, resources, and competitive intel they need to win deals — should not be conducted on an ad-hoc basis.
To...
No one cares about the price of your SaaS product unless they’re interested in buying it.
(Or they're interested in gathering competitive intel. But we'll set that aside for now.)
Prospects who visit...
If I had to summarize the brand new 2021 State of Competitive Intelligence Report with a single word, I’d use the word revenue. Now more than ever, companies are growing their revenue by tracking,...
As the folks here at Crayon combed through the results of our 2021 State of Competitive Intelligence Report, an exciting theme jumped out at us: Competitive intelligence (CI) programs are growing,...
Every year, for the last four years, Crayon has conducted the State of Competitive Intelligence Report — a survey of the competitive intelligence (CI) community that yields deep insights regarding...
In order to stand out in a crowded market, you need to position your solution in a manner that resonates with your prospective customers.
Nothing you say will resonate with your prospects unless you...
