<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

5 Ways to Drive Sales Adoption of Battlecards

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 marketer or are responsible for creating content for sales teams, you probably don’t have to imagine it—the unfortunate reality is that many sales teams often don’t use the content that’s produced for them by their marketing teams. And a costly reality it is—according to Sirius Decisions, enterprise...

Read More >

How Product Marketers Can Make Competitive Intelligence a Priority

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

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

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

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

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

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

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 >

5 Strategies for Sharing Competitive Intelligence Information with Your Teams

“It is nothing for one to know something unless another knows you know it.”

― Persian Proverb

Whichever wise man (or woman) said the above proverb knew that knowledge is absolutely useless when it...

Read More >

3 Qualitative Data Sources You Should Use in Your Win/Loss Analysis

Performing a win/loss analysis is one of the single most valuable things a product marketer can do for their company. It helps sales understand why they are winning (or losing) deals, pushes...

Read More >