CRAYON COMPETITIVE
INTELLIGENCE BLOG

No two product marketers are the same, which means that no two product marketing teams are the same. Some are large, supporting multiple product lines, features, specialties, and more. Some are small ...

Hiring the perfect product marketer with the right combination of skills for your organization is no easy feat. In a recent blog post, we discussed what product marketing actually is. Although ...

Ask one hundred companies what a product marketer does, and you’re likely to get one hundred different descriptions. Product marketing is one of those roles that varies so much from industry to ...

Today is a great day because you’ve just been hired to spearhead a competitive intelligence (CI) program at your company. When you’re starting a new initiative and integrating a new practice into an ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Most businesses know their own strategy through and through, and recently, more companies than ever before are investing in competitive intelligence. The real secret to success is combining those two ...

The new year is here and 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 ...

As we head into the New Year, many of us are deep in planning, strategy brainstorm sessions, and goal-setting. For competitive intelligence (CI) practitioners, there are many elements to building ...

The new year is right around the corner. If you haven’t already, you’re likely about to kick-off your 2021 planning. A lot has happened in 2020 that has impacted businesses across the globe and ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

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. But then what do you do with the data? ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

There are many sources of competitive intelligence (CI) that we can tap into. These days, most businesses have a robust digital footprint, so our first thought of a valuable CI source is likely a ...

One sales enablement tool we all know and love is the competitive battlecard. Battlecards are an extremely impactful tool for your sales team to have in their toolbox, especially when a prospect is ...

Competitive Intelligence (CI) is a function that fits into every business strategy. No matter what your product or service is, you’ve got competitors fighting to win the same business as you and ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

All too frequently, competitive intelligence (CI) information resides in many homes. The process of collecting competitive intelligence can be time consuming when the information lives across ...

A sales rep has entered a competitive situation: are they ready to go to battle and win? A lot can go into preparing that sales rep to handle questions, objections, and deliver just the right ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Now that we’ve covered the basics of creating battlecards and walked through driving battlecard adoption in our Battlecards 101 series, it’s time to take the next step. By now, you’ve created and ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Arming your sales team with the tools, skills, and resources they need to win competitive deals is a critical step in growing revenue. Sales enablement is the process of providing your sales team ...

Conducting a competitive analysis can be time-consuming. It takes time to gather intelligence, analyze the insights, share data, and integrate your findings into your strategy. However, if you’re ...

There are only so many hours in a day, and there are a lot of tasks that marketing teams tackle on a daily basis. When we think about competitive intelligence (CI), we most commonly think about its ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

The foundational goals of a competitive intelligence program are to enable the organization to better understand their market, make stronger strategic decisions, and ultimately increase revenue. But, ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

It’s important to ensure that your sales team is ready to close any deal that comes into their pipeline, whether or not it’s competitive in nature. Sales teams need to be well equipped, trained, and ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

With the continuous advancement of technology, the Competitive Intelligence (CI) industry has seen many changes over the last five to ten years. Technology aside, we’ve seen many trends arise that ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Measuring the impact of product marketing is an ongoing process for many organizations. Some product marketers have found it hard to quantify their efforts and tie it to business impact. The truth ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Competitive Intelligence (CI) is a critical part of a smart business strategy. Even still, Competitive Intelligence is questioned by those unfamiliar with the process. In particular, we often hear ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Competitive intelligence (CI) skills need to be honed and sharpened regularly. The field of competitive intelligence changes constantly, with new tactics, strategies, and technologies popping up and, ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

With every new initiative comes its own set of challenges. Creating and executing a competitive intelligence (CI) program isn’t always easy, no matter how experienced the professional or how robust ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

The Competitive Intelligence (CI) process can be time-consuming. Whether or not you’re a full-time CI professional, researching, analyzing, and communicating competitive intelligence information can ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Happy New Year! Now it’s time to get ready for the year ahead, put together your resolutions and goals, and start the year off strong. One resolution I’m sure is on everyone’s list - read more. This ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

AMA: HubSpot Principal Product Marketing Manager, Marcus Andrews on Product Launches originally appeared on Sharebird - the place to see how people at top companies do product marketing. Answers by ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Competitive Intelligence Spotlight is an interview series where we chat with intelligence professionals to get a glimpse into their careers and gain unique insight into competitive strategy. ...

Choosing the best competitive intelligence (CI) solution for your business isn’t always a quick and easy process. To ensure that the solution you choose meets all of your needs and delivers results, ...

Product launches require a lot of hard work, planning, and execution when done well. In order to put together a top-notch program and continue to improve on that program, you should always conduct a ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Today’s the day - you’re planning your first product launch! So, where do you start? There are many variables required for product launch success. There are important steps pre, during, and ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

When you’re designing your homepage, you want to make sure you’re selling your brand upon first impression, but also not bombarding prospects with too much copy or overwhelming images. Ideally, you ...

Giving your company a competitive advantage requires ongoing assessment and strategic planning. One way to evaluate your company's performance is through SWOT analysis. A SWOT analysis includes ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

It’s no secret that when someone is looking to buy a product, they are likely analyzing more than one option. So, how do you best communicate your product and company strengths in a way that stands ...

How do you know if your sales enablement efforts are effective? It's important to not only deliver a variety of sales enablement resources, but to also circle back and analyze their impact on your ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Innovative companies have learned that the secret to maintaining a competitive advantage is not to compete head-to-head. Instead, it is to resolve to set themselves apart from the competition. This ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Back in the 1970s, Xerox recognized the need for a support team that handled many of the basic operations and logistics essential for a successful sales team. The support team took over core sales ...

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this ...

Competitive Intelligence (CI) has traditionally been a manual process. Competitive intelligence professionals and market analysts spend a significant amount of time capturing, analyzing, and acting ...

Ten years ago, the digital footprints of companies were small. So small, a complete digital footprint only included a company website and maybe a Twitter profile. Today, there are many social media ...

Every company that makes it onto the Fortune 500 list is part of a highly competitive industry, competing for a spot as an industry leader. The last industry we analyzed was the top one hundred tech ...

Business Intelligence (BI) and Competitive Intelligence (CI) are both critical for improving the performance and success rate for your organization. While both are different in practice, when put ...

What is a product marketer, exactly? The simplest way to explain the responsibility of a product marketer is that they’re responsible for, well, marketing the product. In addition to hiring a product ...

If you’re looking for new ways to differentiate yourself from your competition, redesigning your website is a solid place to start. When people hear about your brand, they will likely head to your ...

Many companies hide their pricing from the general public on their website. Why? Well, there are a couple of possible reasons. It could be that they have completely customizable pricing, and it could ...

It’s no secret that your time is valuable. When you do your job, you don’t have time to waste, and you try to avoid investing in activities that won’t give you results. So, why should competitive ...

Every year we see a fresh Fortune 500 list, filled with company names we all know and love. These companies are running the world as we know it today, whether they are ecommerce websites, technology ...

Crafting a perfect product marketing job description takes time. You want to ensure that you’re sourcing top talent, attracting the best applicants, and accurately presenting the role. No two product ...

The New Year is officially here! While I’m sure you got ahead on your 2019 planning in Q4 of 2018, there is one strategy your team should be sure to incorporate into its plans - Competitive ...

Executing a product launch includes many moving parts. Pre-launch, your team needs to have an understanding of your market and be prepared to launch your new product into your space. During launch, ...

Sales enablement is an important role in any organization - ensuring that sales has the skills and tools to win in their market. Most industries change rapidly, with competitors regularly launching ...

No matter what industry you’re in, it’s important to keep learning, growing, and developing new skills. Great product marketers have a wide range of skills and responsibilities, so there are many ...

No matter the size of the organization, every business should have a competitive intelligence strategy. Larger organizations will typically have a well-rounded strategy team to handle their ...

A common misconception surrounding competitive intelligence (CI) is that its main benefit is for sales teams. While it’s extremely important for sales reps to be prepared, knowledgeable, and armed ...

Editor's note: Google Alerts is an imperfect solution. We did an experiment to prove it. The internet is constantly buzzing with the latest and greatest updates from companies and buyers alike. This ...

Everyone’s marketing team works hard to build a strong social presence for their brand. But how aware are they when it comes to the social presence of competitors? Social media isn’t an easy outlet ...