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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

Amazon's Job Description Gave Away Strategic Plans -- What Can You Learn About Your Market's Competitive Strategy from Job Posts?

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Ellie Mirman on Wed, Mar 21, 2018

Companies can be plenty secretive about their sales numbers, product roadmaps, and go-to-market strategies, but frequently lay out these details in plain sight: in job descriptions. Last week, Amazon showed us exactly that: a now-deleted job posting revealed a new business line, “Whole Foods Pickup on Prime Now,” a grocery pickup option to complement their recently-launched Whole Foods delivery service. The job description, for a finance manager, noted the role would be responsible for building...

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2018 Competitive Intelligence Report: Who's Responsible for Your Organization's Market Intelligence Function?

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Ellie Mirman on Mon, Feb 19, 2018

Who is responsible for competitive intelligence in an organization? Is it the VP Marketing? Product marketer? Business strategy lead? CEO? Is there a single owner or should it be owned by everyone?...

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[New Data] 77% of Businesses Say Holistic Market Intelligence is Critical to Win Against Competition

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Ellie Mirman on Tue, Jan 16, 2018

Today we’re excited to share the results the largest survey on market and competitive intelligence practices. Crayon’s 2018 State of Market Intelligence Report dives into the best practices,...

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How to Decode Your Competitor's Strategy with Predictive Intelligence

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Ellie Mirman on Tue, Jan 2, 2018

A new year is upon us, and with it annual plans with new key initiatives for 2018. While you are crafting and executing your plan, so are your competitors… how will your plan succeed in light of...

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Competitor Analysis Trends: How to Spot Them & What They Mean [+ New Crayon Dashboard!]

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Ellie Mirman on Tue, Dec 5, 2017

Keeping tabs on your competitors involves more than monitoring their announcements or online reviews. Competitive intelligence requires analysis in order to turn information into actionable insights....

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5 Tips for Effectively Communicating Competitive Intelligence to Your Organization

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Ellie Mirman on Tue, Nov 7, 2017

You work hard to stay on top of your competitors’ moves. You sift through big and small changes alike, and analyze the data to identify trends and strategies. What then? One of the biggest challenges...

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Business Case Template: The Case for Competitive Intelligence

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Ellie Mirman on Tue, Oct 10, 2017

Would you like to be oblivious of your competitors? Of course not, though a world of blissful ignorance can sound appealing. No one wants to be blind-sided or overtaken by a competitor, no matter how...

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How to Go Head-to-Head: Great Competitive Comparison Pages

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Ellie Mirman on Mon, Sep 25, 2017

When you’re in a crowded market, it seems like every sales conversation is a competitive one. “How are you different from Product X?” “We already use Product Y. Why would we need your product?” “I...

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How to Leverage Competitor Product Reviews In Your Competitive Analysis

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Ellie Mirman on Tue, Aug 15, 2017

Review sites are jam-packed with competitive intelligence. Customers complaining about competitors’ products. Customers detailing strengths and weaknesses of each platform. Visibility into when and...

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How and Why to Learn from Aspirational Competitors

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Ellie Mirman on Wed, Jul 12, 2017

"We are disruptors in our space, we don't have direct competitors."

Many times I have heard that statement, especially from startups, and it has been followed by the refrain that looking at...

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