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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

Competitive Objection Handling: How to Fight Against Competitor Claims

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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 by the competition.

To address objections that come up in competitive sales deals, you first need to identify competitor claims and then train your team on how to handle those claims to ultimately win the deal. Here’s how.

Identify Competitor Claims

There’s a variety of ways to find out what your...

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

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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...

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4 Steps for Conducting an Impactful Competitor Analysis

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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...

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

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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...

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Five Tips To Help Your Sales Reps Win Competitive Deals

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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...

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How to Enable Channel Partners with Competitive Intelligence

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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...

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5 Strategies for Sharing Competitive Intelligence Information with Your Teams

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Lauren Kersanske on Fri, Feb 8, 2019

“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...

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

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Lauren Kersanske on Thu, Jan 24, 2019

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...

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Get Out of Your Head: How Competitive Intelligence Can Help you Create Messaging That Resonates

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Lauren Kersanske on Thu, Oct 25, 2018

Nailing messaging and positioning is one of the toughest tasks for product marketers. Hours of countless market research, talking with the sales team, big (and sometimes expensive) branding...

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