Crayon Competitive
Intelligence Blog

If it seems like your industry is getting more competitive, it probably is.  Why is that you ask? There are a few factors at play here. A big one is that it has never been easier to start a company. ...

To create a competitive culture is to convince your colleagues that competitive intelligence is essential—to shift the perception of CI from nice-to-have to need-to-have. What does that mean? It ...

You just lost a customer. Let’s call her Sarah. No, she didn’t churn. In fact, she’s never seen your product, let alone used it. Sarah just signed a contract with your competitor—without so much as a ...

May has arrived. Do you know what that means? We have a brand new episode on Into the Fray: The Competitive Intelligence Podcast!  In our latest installment, podcast host, Erik Mansur (our VP of ...

It’s 8:32am. An account executive on your sales team opens up their laptop to get their day started. Yesterday was crazy. Back-to-back-to-back-to-back calls. Lots of follow-up for them to tackle ...

9,932   As of 2022, there are 9,932 martech solutions according to Scott Brinker’s latest marketing technology landscape. From email marketing to social media monitoring to ABM and everything in ...

Things could be going better. You’re working hard to deliver on the competitive intelligence requests that come through your inbox, but as far as you can tell, very few people are consuming the ...

We touched on it in our guide to penetration pricing, and today we go deep on one of the most polarizing pricing strategies out there: loss leader. In this post, we’ll define loss leader pricing, ...

Canada is south of Detroit. There’s nothing you can do with this information, but it’s pretty cool, right? Sometimes, learning for the sake of learning is perfectly appropriate. But when it comes to ...

Over the last two and half years, people have experienced tremendous change. It’s shown up in everything from our daily routines and rituals to our ability to travel and see friends and family. It’s ...

Trust me. We get it.  Your competitors are always on the move–from constant website updates to new product features and maybe even new funding rounds. That’s why companies find Crayon’s Competitive ...

According to Harvard Business School, of the approximately 30,000 new products launched each year, about 95% fail. Of course, the product failure rate varies from one industry to another—for example, ...

Crayon's Product Marketing Spotlight is a video interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In ...

It's Monday morning. You haven’t even taken the first sip of your coffee. You touch your right index finger to the magical biometric scanner thing on your MacBook. Your company-approved desktop ...

In our second installment of the Crayon Customer Corner, we sat down with the Product Marketing Team at Bonterra (formerly Social Solutions). The team recently purchased Crayon and discussed how the ...

I have two kids – Reagan, 18 months and Jimmy, 4 months. If you are doing the math, which is not hard, you will notice they are incredibly close…some might say too close… I certainly didn’t ...

I don’t think I’ve ever walked up a basement staircase. If I’m feeling courageous, my ascension might look something like a casual jog. Most of the time, though, I’m climbing that thing as fast as I ...

Sometimes it pays to be the new kid on the block. Every few years it seems as if there is a hot new role that catches like wildfire in organizations of all sizes. Can you remember the days before ...

New month, new quarter, new… podcast episode. We’re kicking off April with a fresh episode on Into the Fray: The Competitive Intelligence Podcast!  In case you missed our last blog, the podcast is ...

Competitive intelligence (CI) is the process of capturing, analyzing, and activating information related to your competitive landscape. Done right, CI empowers everyone at your organization to make ...

March Madness is coming to an end. This high-stakes NCAA tournament has been filled with fierce rivalries and plenty of upsets. Take Saint Peter’s, for example–the first No. 15 seed in tournament ...

In our first installment of the Crayon Customer Corner, we sat down with Carolyn Klinger, Director of Market and Competitive Intelligence at Affinity. Carolyn recently purchased Crayon for the second ...

There’s no denying that 2021 was a troubling year for the supply chain (2022 hasn’t been much better). Catastrophic events such as the COVID-19 pandemic and the Suez Canal blockage disrupted supply ...

Product marketing is easily one of the most cross-functional (and busy) roles in an organization. Product marketers have to juggle the messaging and positioning of products, lead product launches and ...

Your product team has spent the last 18 months cookin’ up something shiny. Prospects are going to love it. There’s just one problem: You’re entering a saturated market. There’s the old guard. The ...

Crayon's Product Marketing Spotlight is a video interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In ...

It’s that time again: the monthly marketing staff meeting where the growth team, content team, web team—you get the idea—will showcase their latest metrics. How are our efforts in these respective ...

Read the 2022 State of Competitive Intelligence Report and you’ll find tons of encouraging insights: 33% of CI teams are making time for win/loss analysis on a monthly basis. 66% of growing CI teams ...

Crayon's Product Marketing Spotlight is a video interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In ...

Battlecards. They can be your organization’s secret weapon or just another outdated file buried in the shared drive. But while every PMM worth their salt knows they should be creating, updating, and ...

Competition is fiercer than ever before. According to our 2022 State of CI Report, 59% of CI practitioners say their markets have gotten much more competitive while 98% of stakeholders say CI is ...

In a world where the most talked about 60 seconds of the Super Bowl involved a $7M black screen emblazoned with nothing more than a bouncing, polychrome QR code, the road between market leader and ...

98% of the stakeholders we surveyed for the 2022 State of Competitive Intelligence Report said that CI is at least somewhat important to their success. That’s up from 86% in 2020—a handsome increase ...

Five years. When David Bowie sang those two words, over and over again, in the final moments of Ziggy Stardust’s opening track, his point was that five years is not a lot of time. And, sure, in the ...

We recently published the 2022 State of Competitive Intelligence Report—the 5th installment in the CI industry’s largest and longest-running survey series. Here’s my favorite finding: Compared to ...

This Sunday, the “David vs. Goliath” matchup we’ve been waiting for will hit TVs all across America. No, we’re not talking about the head-to-head battles on Big Brother.  We’re talking about the ...

Picture this: It’s Tuesday afternoon and yet another request just got added to your to-do list in Airtable. You take a look and immediately think to yourself, “There’s no way I can get to this. In ...

When your market is competitive, being an insights-driven business becomes imperative. Companies that have a pulse on their competitors stay on top.  Competitive intelligence (CI) software makes the ...

Q: How much is a product worth? A: Whatever people will pay for it. In some cases, that’s nothing (not great!). In others, it means charging a premium because, well, you can. Today, we’re focusing on ...

Crayon's Product Marketing Spotlight is a video interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In ...

Over the past decade, marketing organizations at enterprise companies have grown from being perceived as cost centers built around soft metrics to being highly respected drivers of measurable ...

The space race. SATs. Where the best barbecue hails from. Nothing is more American than competition. Forgive me—that’s not true. Nothing is more American than the desire to win. And what holds true ...

Competition is heating up in nearly every industry. In 2021, 53% of businesses said the majority of their deals were competitive. That means that your sales team must be prepared for competitive ...

Product marketing managers (PMMs) hold one of the most pivotal and collaborative roles at companies – they sit at the intersection of marketing, product, sales, and customer success.  PMMs are the ...

I have been working in the B2B SaaS world for over five years now. As a competitive intelligence (CI) professional, I help companies define and build their CI programs so that they can be one step ...

Competitive intelligence is only as good as what it yields: better preparedness, happier customers, stronger revenue growth, and so on. In order to yield these results, you need to activate the intel ...

Blogs. E-books. White papers. Reports. The list goes on and on. Behind every great piece of content is a team that strategized, planned, and executed an idea with one goal in mind – to share their ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

We’ve all found ourselves lured by the siren song of some irresistible silver bullet. The adtech tool that automates away hours of mundane account optimization. The martech tool that automates away ...

As a practitioner of competitive intelligence, you have to make trade-offs. You can’t gather intel and activate intel at the same time; every minute spent on the former is a minute not spent on the ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Regardless of industry or available resources, brand is the north star for product teams the world over. Stop what you’re doing and thumb through your LinkedIn feed; every third post is extolling the ...

Time and time again, companies’ yearning desire to be the best gives way to fierce rivalries.  For some rival companies, the feud is public-facing – think comparative advertisements and competitor ...

Venmo. Walmart. Warby Parker. Xfinity. Supreme. Apple. Obviously, each of these companies is a massive success story. But as it turns out, the drivers of their success—although not without ...

Product marketing interviews are tricky—it’s inevitable, given the interdisciplinary nature of the role. If you’re a hiring manager, it can be overwhelming trying to narrow down the list of potential ...

Picture this: You’re a sales rep at an email marketing software company. One day, you hop on a discovery call with a prospect. As you’re chatting with them about their goals, they say this: “Easy ...

I’m sitting at my desk as I write this intro—a desk that I assembled over the course of a snowy Saturday afternoon last winter. Had the box in which the parts were shipped not included an instruction ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Making cold calls. Running demos. Persuading decision-makers. The life of a seller isn’t an easy one. But that doesn’t mean you—whether you’re a product marketer, sales manager, revenue leader, or ...

For the second time this year, allow us to kick off a blog post with our favorite declaration: It’s a great day for the Crayon community! Back in May, the cause for celebration was our $22M Series B. ...

All successful companies have brand messaging that is clever, strategic, and relevant to their target audiences.  Think Nike: “Just do it.” Or, Walmart: “Save money. Live better.” Smart, persuasive, ...

In recent years, point of sale (POS) systems have become a key differentiator for restaurants across the globe. These systems allow restaurateurs to meet many practical needs such as growing profits, ...

Whether you’re a marketer or a sales manager, there are innumerable ways you can empower sellers to do their jobs more effectively. You can provide content that helps them personalize emails. You can ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

There’s more than one way to measure the success of your content marketing strategy. Traffic. Lead volume. Revenue. The list of KPIs is long, and it spans the entirety of your funnel. No matter what ...

While your company may have a strong grasp of what’s happening internally, understanding what’s happening externally in your marketplace is critical for sound decision-making. This is where ...

Unless you’re subscribed to the Crayon blog, you’re most likely reading this because you Googled “pre-call planning.” If that’s the case, you probably noticed that there are a lot of blog posts on ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

B2B competitive analysis is the process of critically assessing your company (or business unit) in relation to one or more competitors. Broadly speaking, the objective is to identify opportunities ...

As your market saturates, connecting with your target audience becomes increasingly difficult. With each new competitor that pops up, you have to work that much harder to say something ...

If you want to win in a competitive market, you need to position and promote your solution in a way that makes prospects think, That’s exactly what I’m looking for. Put differently, you need to do a ...

Back-to-school season is always an exciting time of year. Classmates come together to trade tales of summertime adventure (and, eventually, employment). Teachers brainstorm new ways to engage and ...

We talk a lot about branding and messaging on the Crayon blog. Specifically, we’re interested in how companies can leverage messaging to position themselves as unique, best-in-class players in their ...

No matter how experienced you are as a product marketer, one aspect of the role that’s often a challenge is properly conveying the difference between features and benefits. You yourself may see the ...

As Crayon fiercely commits to our diversity, equity, and inclusion initiatives, it has furthered our discussion around women in sales. Women represent only 39% of the workforce in sales despite women ...

Right off the bat, let’s make sure we’re on the same page in terms of definitions. In its simplest form, a market consists of buyers and sellers. Technically, we could also include suppliers, ...

There are tons of moving parts when it comes to keeping up with your competitors’ digital footprints. Tracking your rivals’ social media movements, in particular, is critical due to its widespread ...

At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered ...

More than two-thirds of competitive intelligence professionals say their in-house team is responsible for win/loss analysis. Translation: A lot of folks—perhaps yourself included—are tasked with ...

Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do ...

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 ...

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 ...

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 ...

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!!! This round is being led by Benedict Rocchio at Baird Capital, a remarkable investor ...

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 ...

With over 400,000 new businesses opening in the United States each month, the need for individual companies to conduct their own market research has never been more urgent.  However, conducting ...

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 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 your ...

Editor's note: The following blog post is based on data from the 2021 State of Competitive Intelligence Report. To get the latest insights, download the 2022 report. If I had to summarize the brand ...

Editor's note: The following blog post is based on data from the 2021 State of Competitive Intelligence Report. To get the latest insights, download the 2022 report. As the folks here at Crayon ...

Editor's note: The following blog post is based on data from the 2021 State of Competitive Intelligence Report. To get the latest insights, download the 2022 report. Every year, for the last four ...

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 ...

The sales battlecard is an extraordinarily impactful tool for any business in a competitive B2B market. As we'll discuss in the 2021 State of Competitive Intelligence Report (coming soon!), 71% of ...

No two product marketers are the same, which means that no two product marketing teams are the same. Some are large, supporting multiple product lines, features, specialties, and more. Some are small ...

In the B2B world, you can’t go to market with a product that’s identical to that of your competitor. Without some form of differentiation, your chances of succeeding over the long term are slim. ...

Hiring the perfect product marketer with the right combination of skills for your organization is no easy feat. In a recent blog post, we discussed what product marketing actually is. Although ...

High-performing sales reps are not born; they’re built. To be more precise, high-performing sales reps are not built in a discrete period of time; they’re built on an ongoing basis. Call analyses, ...

Ask one hundred companies what a product marketer does, and you’re likely to get one hundred different descriptions. Product marketing is one of those roles that varies so much from industry to ...

Sales, in general, is a tough job. Whether you’re a server trying to maximize tips or an account executive trying to hit quota, communicating value to a prospective customer is difficult. Naturally, ...

Today is a great day because you’ve just been hired to spearhead a competitive intelligence (CI) program at your company. When you’re starting a new initiative and integrating a new practice into an ...

So, you’re getting ready to conduct a SWOT analysis — fantastic! Whether you’re a marketer, an executive leader, a competitive intelligence (CI) professional, or someone else entirely, you’re on your ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Most businesses know their own strategy through and through, and recently, more companies than ever before are investing in competitive intelligence. The real secret to success is combining those two ...

When it comes to user experience (UX) design, competitive analysis should be an integral part of your strategy, to stay ahead of trends and make your website stand out against the rest within your ...

The new year is here and it’s time to dive into the oh-so-beloved activity of building a marketing plan. OK, maybe it’s not so beloved - after all, it can be daunting and challenging to come up with ...

As we head into the New Year, many of us are deep in planning, strategy brainstorm sessions, and goal-setting. For competitive intelligence (CI) practitioners, there are many elements to building ...

Though we've only a grainy film to guide us, it is likely that Neil Armstrong took a very deliberate approach before making his "one small step for man, and one giant leap for mankind" when he ...

The new year is right around the corner. If you haven’t already, you’re likely about to kick-off your 2021 planning. A lot has happened in 2020 that has impacted businesses across the globe and ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

You work hard to stay on top of your competitors’ moves. You sift through big and small changes alike and analyze the data to identify trends and strategies. But then what do you do with the data? ...