Just took a new role in competitive intelligence? Congrats! Forming a new competitive intelligence (CI) initiative for your organization? Fantastic! It’s great to see the business investing in this critical area. There’s so much to do, so where do you start? What are the resources you need, how do you go about analyzing the competitive landscape, and how do you focus your efforts for maximum impact? These eight key stats and graphs from the 2020 State of Competitive Intelligence Report will...
Every product marketer has been asked by a sales rep, somewhere between one and a million times, for a feature comparison checklist. “I need to see how we stack up. Does our competitor have X...
Competitive intelligence (CI) done right is a big commitment. But one of the biggest misconceptions is that competitive intelligence only consists of big research projects done monthly, quarterly, or...
You’ve crafted amazing battlecards. They have the latest intelligence, crisp messaging, and deep information on each competitor. And yet the sales team doesn’t adopt them. They have their own...
Product marketing job descriptions can vary significantly from one company to the next… and sometimes even seem like they vary from one day to the next. That’s because product marketers wear many...
Executive leadership makes critical business-directing decisions every day. In order for those decisions to be sound, executives need a clear view of the competitive landscape and how the company...
The entire tech world, and many other industries, are suddenly grounded at home, working remotely. Events have been postponed or canceled, but we’re all still hungry to learn and develop. On top of...
First, a PSA: The coronavirus is having a massive impact on every community across the globe due to its novel and highly contagious nature. Please practice social distancing, staying home whenever...
Sophisticated competitive intelligence (CI) programs are not built overnight. They require investment - in the form of people, budget, and time - that likely isn’t available on day one. Effective CI...
Competitive landscapes are fast-moving and complex. Professionals specialized in this field learn the best practices in capturing and analyzing competitor moves and translating that into effective...
Today, we’re excited to share the results of the third annual market and competitive intelligence research study, the 2020 State of Competitive Intelligence report. This is the largest study on the...
Competitive intelligence (CI) is hardly new—heck, it’s been around as long as businesses have had competitors. However, just because it’s old doesn’t mean it’s any easier. In our current age, ...
Every business has competitors, whether that be status quo or a laundry list of similar companies. How effective we are at winning deals against our competitors is one of the key measures of a...
I am thrilled to announce that Forrester Research has named Crayon a “Leader” in The Forrester New Wave™: Market and Competitive Intelligence Platforms, Q4 2019 report. We believe this designation is...
“Who are your competitors?” is a seemingly simple question that can be surprisingly difficult to answer. Do you answer with your most common competitors from a sales perspective? Or, the leaders in...
87% of companies say that their market has become more competitive in the last three years, according to the 2019 State of Competitive Intelligence Report. With markets becoming more competitive, ...
Becoming a market expert is a big undertaking. Markets are large, complex, and constantly changing. But if you’re tasked with tackling a market analysis, here are the steps you can take to get an...
There are many dimensions to a competitive analysis - market and leadership evaluations, sales and marketing assessments, and, of course, in-depth reviews of competitors’ products. A 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,
How you communicate your company’s unique solutions to the market is critical to attract and engage potential buyers. Great messaging requires both a deep understanding of your target personas as...
Product marketers sit at the intersection of every team in the organization - between Marketing, Product, Sales, Services, and Executive Leadership. They affect, and are affected by, every area of...
Battlecards have historically lived in static PDFs delivered via email to sales reps’ computers. And by historically, I mean most battlecards today are static documents that are always out-of-date,...
Competitive comparisons and battlecards are two key components of an effective competitive intelligence (CI) program. While these two assets have overlapping characteristics, and some companies may...
When your competitive landscape is constantly changing - with new competitors, new products, mergers, marketing campaigns, and more - it can be easy to fall into a reactive mode. An event happens,...
Competitive intelligence (CI) surfaces insights that can - and should - be leveraged across the business. Competitive intelligence can be translated into tactical activities as well as strategic...
