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Crayon Competitive Intelligence Blog

Ellie Mirman

Ellie Mirman
Ellie Mirman is CMO at Crayon, the market and competitive intelligence company that enables businesses to track, analyze, and act on everything happening outside their four walls. Prior to Crayon, she was VP Marketing at Toast, where she built and led the marketing function across demand gen, content marketing, product marketing, branding, and customer advocacy. Previously, she held multiple marketing leadership positions at HubSpot during its growth from 100 customers to IPO. Ellie loves working at the intersection between Marketing, Sales, and Product, and building marketing from startup to scale-up.
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Recent Posts

8 Stats to Reference When Starting a Competitive Intelligence Program

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Ellie Mirman on Tue, Aug 18, 2020

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...

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How to Avoid the Dreaded Feature Comparison Checklist

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Ellie Mirman on Tue, Jul 21, 2020

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...

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How to Do Competitor Monitoring in 10 Minutes a Day

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Ellie Mirman on Thu, Jul 16, 2020

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...

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6 Strategies for Partnering with Sales for Better Battlecards

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Ellie Mirman on Tue, Jun 23, 2020

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...

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How to Prioritize the Never-Ending List of Product Marketing Initiatives

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Ellie Mirman on Tue, May 19, 2020

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...

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How to Deliver Competitive Intelligence to Executive Leadership

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Ellie Mirman on Thu, Apr 30, 2020

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...

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10 Online Events & Resources for Product Marketing & Competitive Intelligence Pros

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Ellie Mirman on Tue, Apr 14, 2020

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...

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How to Brief Executive Leadership on Major Market Events

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Ellie Mirman on Tue, Mar 24, 2020

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...

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Benchmark Your CI Investment: Differences Between Small Businesses and Enterprises

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Ellie Mirman on Wed, Feb 26, 2020

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...

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CI Experts Weigh In: How to Drive Engagement on CI Deliverables

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Ellie Mirman on Wed, Jan 29, 2020

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...

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