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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

16 Questions to Answer in Your Product Marketing Plan

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Ellie Mirman on Fri, Dec 13, 2019

As the new year inches closer and closer, it’s time to dive into the oh-so-beloved activity of building a marketing plan. OK, maybe it’s not so beloved - after all, it can be daunting and challenging to come up with “the perfect plan” to hit those great big goals next year. When you need to start somewhere, it can be helpful to think through the questions you want to answer around growth, strategies, and obstacles. When it comes to building a product marketing plan, in particular, these 16...

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Benchmark Your Competitive Win Rate [New Data]

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Ellie Mirman on Fri, Nov 15, 2019

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...

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Independent Research Firm Names Crayon A “Leader” in Market and Competitive Intelligence

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Ellie Mirman on Tue, Oct 22, 2019

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...

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Competitor Tiers: How to Break Down Your Competitive Landscape

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Ellie Mirman on Fri, Oct 18, 2019

“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...

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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, ...

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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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