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Crayon Competitive Intelligence Blog

Lauren Kersanske

Lauren Kersanske
Lauren Kersanske is Senior Marketing Manager at Crayon, the market and competitive intelligence company. Prior to Crayon, she was the Senior Demand Generation Manager at Cybereason, where she built and led digital strategy across the team including campaigns, lead nurturing, conversion optimization, ABM, and more. Previously, she was the Marketing Director at Hexadite, a cybersecurity startup acquired by Microsoft for $100 million, and HubSpot, as Lead Nurturing Manager for North America. Lauren loves the (good) chaos of startup life, and plans on doing it again and again.
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Recent Posts

How Product Marketers Can Prioritize & Elevate Their Competitive Intelligence Programs

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Lauren Kersanske on Fri, Dec 4, 2020

The cool thing about working at Crayon (besides incredible dog and cat Slack channels) is that I get to talk to Product Marketers a whole lot—whether it’s on LinkedIn, in the awesome Product Marketing Alliance (PMA) community, or at product marketing events like PMC or PMA Summits. I get to understand their problems, what their day-to-day is like, and how they operate within their organizations. 

When the conversation turns to competitive intelligence, there are a few common refrains I hear:

“I...

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How to Master Internal Communication for Your Next Product Launch

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Lauren Kersanske on Wed, Sep 30, 2020

A successful product launch is a machine with many moving parts—it requires focus, clear-thinking, and organization to successfully pull it off. While many product marketers are laser-focused on...

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5 Key Areas to Analyze when Conducting a Competitor Marketing Analysis

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Lauren Kersanske on Wed, Aug 12, 2020

A competitor analysis encompasses many different facets of your competitor’s business—revenue, product, marketing, sales, engineering, organizational structures, and more. But there’s something to be...

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Battlecards 101: 5 Ways to Drive Sales Adoption of Battlecards

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Lauren Kersanske on Fri, Aug 7, 2020

This post is part two in our Battlecards 101 Series. Click here to read part one. 

Imagine that you spent hours upon hours building an informative and detailed battlecard for your sales team. Now...

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The New Normal: 3 Lessons on Competitive Intelligence in the COVID-19 Era

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Lauren Kersanske on Fri, Jul 10, 2020

There is no adequate way to express the effect COVID-19 has had on society. It’s changed the way we live and the way we work. Competitive intelligence (CI) might seem like an “extra” in the time of...

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How to Take a Snapshot of your Competitive Landscape

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Lauren Kersanske on Fri, Jun 19, 2020

“Can you give me a quick overview of the competitive landscape?”

Unless you have an in-depth and current competitive analysis on-hand, you might find yourself slightly panicked at this sudden...

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7 Signs You Need a Messaging Refresh

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Lauren Kersanske on Thu, May 21, 2020

Messaging is a core part of your company’s DNA. It’s not simply a list of the 3-5 features that make your product great—it’s the story that communicates the value you provide to customers day in and...

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Building an Intelligence Culture in your Organization

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Lauren Kersanske on Thu, Apr 16, 2020

Competitive Intelligence (CI) is growing. According to the recent State of Competitive Intelligence Report, more than half (57%) of businesses have CI teams of two or more dedicated CI professionals,...

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3 Win/Loss Insights to Use in Your Battlecards

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Lauren Kersanske on Wed, Mar 18, 2020

Win/loss analysis is a critical component of competitive intelligence (CI). Understanding who you are winning (or losing) against and why helps inform how you position and differentiate yourself...

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Does Competitive Intelligence Impact Revenue? [+13 Charts & Stats]

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Lauren Kersanske on Thu, Jan 16, 2020

If a business wants to maintain any sort of competitive advantage, having a competitive intelligence (CI) function is crucial. But how are businesses doing CI today? How much are they investing, and...

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