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Intelligence Blog

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Conor Bond

Conor Bond

Conor Bond is a member of the content team at Crayon, where he fervently talks all things competition. If, for whatever reason, you were to rip his headphones off his head and put them on yourself, you’d probably hear The Strokes, Charli XCX, Denzel Curry, or Ariana Grande.

Exceed Your Inbound Revenue Target With Crayon
Conor Bond

Conor Bond on Wed, May 11, 2022

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 ...

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Sponsor, Scope, Solutions: How to Create an Ironclad Business Case for Your CI Program
Conor Bond

Conor Bond on Mon, May 2, 2022

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 ...

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Loss Leader Pricing: What It Is and How It Works (Examples!)
Conor Bond

Conor Bond on Fri, Apr 29, 2022

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, ...

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Hopes, Hypotheses, Humility: The 3 H’s of a Successful Win Loss Project
Conor Bond

Conor Bond on Wed, Apr 27, 2022

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 ...

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3 Ways Product Marketers Can Win (More!) with Crayon’s Competitive Win Loss Tools
Conor Bond

Conor Bond on Tue, Apr 12, 2022

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 ...

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Out of the Dark, Into the Noise: The Case for a Tiered Approach to Competitor Tracking
Conor Bond

Conor Bond on Thu, Apr 7, 2022

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 ...

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Competitive Intelligence: A Data-Backed Overview (Video)
Conor Bond

Conor Bond on Mon, Apr 4, 2022

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 ...

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Penetration Pricing: What It Is, What It Isn't, and How It's Executed In the Real World
Conor Bond

Conor Bond on Fri, Mar 18, 2022

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 ...

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Here’s What CI Practitioners Are Struggling With—And What Experts Recommend [New Data]
Conor Bond

Conor Bond on Fri, Mar 11, 2022

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 ...

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5 Battlecard Best Practices From the Experts at Gong, Salsify, and Hootsuite
Conor Bond

Conor Bond on Wed, Mar 9, 2022

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 ...

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Competitor Messaging Analysis: A Step-by-Step Guide for Product Marketers
Conor Bond

Conor Bond on Mon, Feb 28, 2022

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 ...

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5 Ways to Elevate Your CI Function In 2022 [New Data]
Conor Bond

Conor Bond on Thu, Feb 24, 2022

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 ...

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Prestige Pricing: What It Is, Why It Works, and How It's Executed In the Real World
Conor Bond

Conor Bond on Thu, Feb 3, 2022

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 ...

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Competitive Differentiation: How to Stand Out and Win
Conor Bond

Conor Bond on Fri, Jan 21, 2022

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 ...

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Who Uses Competitive Intelligence? A Quick Tour of the 4 Major Stakeholder Audiences
Conor Bond

Conor Bond on Wed, Dec 29, 2021

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 ...

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Positioning vs. Messaging: Distinguishing These Go-to-Market Staples
Conor Bond

Conor Bond on Thu, Dec 9, 2021

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 ...

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5 Next-Level Tactics for Gathering Competitive Intelligence
Conor Bond

Conor Bond on Wed, Dec 1, 2021

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 ...

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3 Keys to a Captivating Product Story (with Examples)
Conor Bond

Conor Bond on Tue, Nov 16, 2021

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 ...

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6 Competitive Advantage Examples From the Real World
Conor Bond

Conor Bond on Tue, Nov 9, 2021

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 ...

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8 Product Marketing Interview Questions That Hiring Managers Should Ask (and Candidates Should Prepare For)
Conor Bond

Conor Bond on Wed, Nov 3, 2021

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 ...

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Competitive Comparisons Are Not Battlecards—But They’re Closely Related
Conor Bond

Conor Bond on Tue, Oct 26, 2021

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 ...

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Sales Enablement Materials: 12 Types of Content That Empower Sellers (+ Pro Tips)
Conor Bond

Conor Bond on Fri, Oct 15, 2021

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 ...

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7 Metrics You Can Use to Measure the Success of Your Sales Enablement Efforts
Conor Bond

Conor Bond on Wed, Sep 22, 2021

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 ...

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Cybersecurity Content Marketing: 2 Data-Backed Tactics For a More Differentiated Strategy
Conor Bond

Conor Bond on Wed, Sep 15, 2021

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 ...

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5 Reasons Competitive Intelligence Is a Critical Component of Pre-Call Planning
Conor Bond

Conor Bond on Wed, Sep 8, 2021

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 ...

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B2B Competitive Analysis: Your Definitive Step-by-Step Guide (+ Free Template)
Conor Bond

Conor Bond on Wed, Sep 1, 2021

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 ...

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8 Pain Point Examples From the Real World (+ Tips for Better Understanding Your Prospects)
Conor Bond

Conor Bond on Wed, Aug 25, 2021

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 ...

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This Summer, Education Brands Blogged About COVID—But They Didn’t Tweet About It
Conor Bond

Conor Bond on Mon, Aug 23, 2021

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 ...

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3 Ways to Use Market Research for Product Development
Conor Bond

Conor Bond on Fri, Aug 13, 2021

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, ...

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How to Create Win/Loss Analysis Templates In Microsoft Excel (Free Downloads)
Conor Bond

Conor Bond on Fri, Jul 30, 2021

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 ...

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

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 a Competitive Matrix (Step-by-Step Guide With Examples + Free Templates)
Conor Bond

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

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, and Distributing Battlecards
Conor Bond

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

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 and Marketing Teams + How to Make It Happen [A B2B Guide]
Conor Bond

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

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, and Act On Win/Loss Data
Conor Bond

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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11 Sales Enablement Statistics Everyone Should Know In 2022
Conor Bond

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

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
Conor Bond

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 and Marketing Teams
Conor Bond

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?
Conor Bond

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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The 8 Free Market Research Tools and Resources You Need to Know
Conor Bond

Conor Bond on Wed, Apr 7, 2021

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 ...

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How to Build and Implement Your Sales Enablement Strategy in 7 Steps
Conor Bond

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!)
Conor Bond

Conor Bond on Tue, Mar 30, 2021

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 ...

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

Conor Bond on Thu, Mar 25, 2021

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 ...

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

Conor Bond on Thu, Mar 18, 2021

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 ...

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B2B Buyer Personas: Everything Marketers Need to Know
Conor Bond

Conor Bond on Wed, Mar 17, 2021

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 ...

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Sales Battlecards: 8 Tips to Help You Win More Deals
Conor Bond

Conor Bond on Wed, Mar 10, 2021

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 ...

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3 Ways to Find and Leverage Your Competitors' Weaknesses
Conor Bond

Conor Bond on Tue, Feb 23, 2021

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. ...

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How to Definitively Prove the Value of Sales Enablement
Conor Bond

Conor Bond on Thu, Feb 11, 2021

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, ...

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What Is Sales Enablement? A B2B Marketer's Guide
Conor Bond

Conor Bond on Thu, Feb 4, 2021

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, ...

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24 Questions to Consider for Your Next SWOT Analysis
Conor Bond

Conor Bond on Thu, Jan 21, 2021

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 ...

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