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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

How to do a Comprehensive Competitor Analysis [+Free Template]

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Ellie Mirman on Wed, Oct 2, 2019

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, doing a thorough competitor analysis is a crucial step to getting a 360 view of the competitive and market landscape. 

Short on time? Download our Competitive Analysis Template here

What is a Competitor Analysis?

A competitor analysis is a lot more than a feature comparison sheet. In fact, some ...

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How to Do a Market Analysis in 5 Steps

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Ellie Mirman on Fri, Sep 27, 2019

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...

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7 Tips for Conducting a Competitive Product Analysis

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Ellie Mirman on Wed, Sep 18, 2019

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...

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The Secret to Product Launch Success: 12 KPIs You Should Be Tracking

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Ellie Mirman on Thu, Aug 29, 2019

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,

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How to Do a Competitor Messaging Analysis

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Ellie Mirman on Fri, Aug 23, 2019

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...

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Three Strategies for Product Marketers to Gain Influence Within Their Organization

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Ellie Mirman on Wed, Jul 31, 2019

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...

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10 Dynamic Tiles to Integrate Into Your Sales Battlecards

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Ellie Mirman on Thu, Jul 25, 2019

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,...

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What’s the Difference Between a Competitive Comparison and a Battlecard?

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Ellie Mirman on Tue, Jul 9, 2019

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...

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How to Avoid Being Reactive with Your Competitive Intelligence

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Ellie Mirman on Tue, Jul 2, 2019

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,...

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Competitive Intelligence Self-Assessment: Evaluate Your CI Effectiveness Across These 5 Dimensions [+ Template]

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Ellie Mirman on Fri, Jun 14, 2019

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...

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