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Crayon Competitive Intelligence Blog

How to Create a Competitive Matrix (A Step-by-Step Guide With Examples)

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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 against the competition from a specific perspective.

From a specific perspective is included here for a reason: Although your company may be miles ahead of the competition in one respect, it may be relatively lackluster in another. For example, you may offer a suite of services to which none of your...

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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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What Are the Goals of Competitive Intelligence? Let’s Break Down 5 of Them

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Conor Bond on Fri, Apr 16, 2021

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...

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6 Best Practices for Better Alignment Between Your Sales & Marketing Teams

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Conor Bond on Wed, Apr 14, 2021

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...

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What’s the Difference Between Product Marketing and Product Management?

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Conor Bond on Fri, Apr 9, 2021

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 ...

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Use These 8 Free Market Research Tools & Resources to Your Advantage

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Conor Bond on Wed, Apr 7, 2021

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...

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How to Build & Implement Your Sales Enablement Strategy in 7 Steps

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Conor Bond on Fri, Apr 2, 2021

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...

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SaaS Pricing Pages: 8 Tactics to Drive Better Results (with Examples!)

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Conor Bond on Tue, Mar 30, 2021

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...

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Do These 5 Things to Get More Value Out of Competitive Intelligence [NEW DATA]

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Conor Bond on Thu, Mar 25, 2021

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,...

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NEW DATA: 70% of Businesses Have CI Teams of 2 or More Dedicated Professionals

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Maggie Nichols on Tue, Mar 23, 2021

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,...

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NEW DATA: 61% of Businesses Say Competitive Intelligence Directly Impacts Revenue

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Conor Bond on Thu, Mar 18, 2021

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...

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