<img src="//bat.bing.com/action/0?ti=5668523&amp;Ver=2" height="0" width="0" style="display:none; visibility: hidden;">

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.
Find me on:

Recent Posts

3 Win/Loss Insights to Use in Your Battlecards

Picture of Lauren Kersanske
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 against the competition as well as what tactics to use in competitive deals. However, conducting a win/loss analysis is a resource-intensive undertaking—you have to gather qualitative feedback from different people across the organization, as well as customers and prospects. You then have to analyze...

Read More >

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

Picture of Lauren Kersanske
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...

Read More >

5 Ways to Drive Sales Adoption of Battlecards

Picture of Lauren Kersanske
Lauren Kersanske on Fri, Nov 8, 2019

Imagine that you spent hours upon hours building an informative and detailed battlecard for your sales team. Now imagine that once you hit publish, the sales team barely uses it. If you’re a product...

Read More >

How Product Marketers Can Make Competitive Intelligence a Priority

Picture of Lauren Kersanske
Lauren Kersanske on Fri, Oct 11, 2019

These past couple of months, I’ve had the privilege of speaking at the Product Marketing Community events to talk about how product marketers can leverage competitive insights to drive revenue....

Read More >

Competitive Objection Handling: How to Fight Against Competitor Claims

Picture of Lauren Kersanske
Lauren Kersanske on Thu, Sep 12, 2019

The competition is talking about you, and no surprise—it’s not good. Whether it’s half-truths or outright lies, you need to arm your sales team with tactics and talking points to counter claims made...

Read More >

3 Lessons from Product Marketing Experts That Will Take Your Career to the Next Level

Picture of Lauren Kersanske
Lauren Kersanske on Tue, Aug 6, 2019

Career advice - some of it’s good, most of it’s bad, and yet we all seek it. We spoke with some of the best product marketers about their careers as part of our spotlight series, and here are some of...

Read More >

4 Steps for Conducting an Impactful Competitor Analysis

Picture of Lauren Kersanske
Lauren Kersanske on Tue, Jul 16, 2019

A competitor analysis is the process of identifying and analyzing your competitors and how they compare to you. The challenge with a competitor analysis is that it’s a labor-intensive task that...

Read More >

Product Marketers: Include These Three Things In Your Next Sales Meeting

Picture of Lauren Kersanske
Lauren Kersanske on Wed, Jun 19, 2019

Ah, the internal sales meeting. Whether it’s weekly, monthly, or quarterly, nearly every product marketer needs to present to the rest of their sales team about what’s going on in their world. The...

Read More >

Five Tips To Help Your Sales Reps Win Competitive Deals

Picture of Lauren Kersanske
Lauren Kersanske on Tue, Jun 4, 2019

87% of Competitive Intelligence (CI) professionals say that their market has gotten more competitive in the last three years, according to the 2019 State of Competitive Intelligence. In the same...

Read More >

How to Enable Channel Partners with Competitive Intelligence

Picture of Lauren Kersanske
Lauren Kersanske on Wed, Apr 24, 2019

Competitive intelligence (CI) is a function that serves many different parts of an organization. Marketing leverages CI for campaigns and messaging, sales enablement uses it to inform sales reps of...

Read More >