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Crayon Competitive Intelligence Blog

Ellie Mirman

Ellie Mirman

Recent Posts

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, grocery products fail at a rate of 70-80% -- but think about it: when you launch a new product, generally, your odds of success are 25 to 1. If casinos offered those kinds of odds, they'd go out of business overnight.

Why Do So Many New Products Fail?

New products fail for a variety of reasons, but...

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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 And by historically, I mean most battlecards today are static documents that are always out-of-date,...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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Scenario Simulations, War-Gaming, & Contingency Planning: Strategies to Excel in a Constantly Changing Market

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Ellie Mirman on Tue, May 7, 2019

Scenario simulations, war-gaming, and contingency planning can be effective tools for planning your competitive moves ahead of major market shifts. Scenario simulations allow your organization to...

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3 Competitive Analysis Frameworks Every Product Marketer Should Know

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Ellie Mirman on Wed, Apr 17, 2019

As part of analyzing the competitive landscape and turning that intelligence into impactful resources for sales, marketing, or product teams, product marketers consume a lot of data. From gathering...

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Identifying Your Competitive Intelligence Stakeholders and What They Need

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Ellie Mirman on Tue, Mar 26, 2019

Every team and employee within a business can benefit from relevant competitive insights. This may seem as obvious as saying that every team and employee can benefit from performance data – how else...

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