CRAYON COMPETITIVE
INTELLIGENCE BLOG

Mackenzie Colcord

Mackenzie Colcord

Mackenzie Colcord is a Content Marketing & Community Specialist at Crayon, the software-driven competitive intelligence platform that enables companies to create sustainable business advantages. Prior to joining Crayon, Mackenzie worked as an Account Executive at a public relations and marketing agency, Trevi Communications.

Crayon Analysts: Your Built-In Competitive Intel Sidekick
Mackenzie Colcord

Mackenzie Colcord on Fri, Apr 22, 2022

Trust me. We get it.  Your competitors are always on the move–from constant website updates to new product features and maybe even new funding rounds. That’s why companies find Crayon’s Competitive ...

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Product Marketing Spotlight Series: Hannah Sackett
Mackenzie Colcord

Mackenzie Colcord on Thu, Apr 14, 2022

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

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Crayon Customer Corner: 5 Questions with the Product Marketing Team of Bonterra
Mackenzie Colcord

Mackenzie Colcord on Mon, Apr 11, 2022

In our second installment of the Crayon Customer Corner, we sat down with the Product Marketing Team at Bonterra (formerly Social Solutions). The team recently purchased Crayon and discussed how the ...

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Podcast Episode: Building CI Credibility at Your Company
Mackenzie Colcord

Mackenzie Colcord on Tue, Apr 5, 2022

New month, new quarter, new… podcast episode. We’re kicking off April with a fresh episode on Into the Fray: The Competitive Intelligence Podcast!  In case you missed our last blog, the podcast is ...

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March Madness Final Four: Leveraging Battlecards to Predict Winners
Mackenzie Colcord

Mackenzie Colcord on Fri, Apr 1, 2022

March Madness is coming to an end. This high-stakes NCAA tournament has been filled with fierce rivalries and plenty of upsets. Take Saint Peter’s, for example–the first No. 15 seed in tournament ...

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Supply Chain Solutions: Who Has the Largest Share of Voice?
Mackenzie Colcord

Mackenzie Colcord on Tue, Mar 29, 2022

There’s no denying that 2021 was a troubling year for the supply chain (2022 hasn’t been much better). Catastrophic events such as the COVID-19 pandemic and the Suez Canal blockage disrupted supply ...

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Seven Tried-and-True Pieces of Advice For Product Marketers
Mackenzie Colcord

Mackenzie Colcord on Mon, Mar 21, 2022

Product marketing is easily one of the most cross-functional (and busy) roles in an organization. Product marketers have to juggle the messaging and positioning of products, lead product launches and ...

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Product Marketing Spotlight Series: Alison Hayter
Mackenzie Colcord

Mackenzie Colcord on Wed, Mar 16, 2022

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

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Product Marketing Spotlight Series: Ankita Asthana
Mackenzie Colcord

Mackenzie Colcord on Thu, Mar 10, 2022

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

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Introducing Into the Fray: The Competitive Intelligence Podcast
Mackenzie Colcord

Mackenzie Colcord on Wed, Mar 2, 2022

Competition is fiercer than ever before. According to our 2022 State of CI Report, 59% of CI practitioners say their markets have gotten much more competitive while 98% of stakeholders say CI is ...

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A Battle for the Ages: Rams vs. Bengals Competitive Advantages
Mackenzie Colcord

Mackenzie Colcord on Fri, Feb 11, 2022

This Sunday, the “David vs. Goliath” matchup we’ve been waiting for will hit TVs all across America. No, we’re not talking about the head-to-head battles on Big Brother.  We’re talking about the ...

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Five Key Takeaways from Leading Analyst Firms on the Competitive Intelligence Industry
Mackenzie Colcord

Mackenzie Colcord on Wed, Feb 9, 2022

When your market is competitive, being an insights-driven business becomes imperative. Companies that have a pulse on their competitors stay on top.  Competitive intelligence (CI) software makes the ...

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Product Marketing Spotlight Series: Farhan Manjiyani
Mackenzie Colcord

Mackenzie Colcord on Tue, Feb 1, 2022

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

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5 Ways to Incorporate Competitive Intelligence Into Your 2022 Sales Kickoff
Mackenzie Colcord

Mackenzie Colcord on Wed, Jan 19, 2022

Competition is heating up in nearly every industry. In 2021, 53% of businesses said the majority of their deals were competitive. That means that your sales team must be prepared for competitive ...

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Product Marketing Manager Salary Overview: How Do You Stack Up?
Mackenzie Colcord

Mackenzie Colcord on Wed, Jan 12, 2022

Product marketing managers (PMMs) hold one of the most pivotal and collaborative roles at companies – they sit at the intersection of marketing, product, sales, and customer success.  PMMs are the ...

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4 Insights That CI Pros Can Deliver to Their Content Teams
Mackenzie Colcord

Mackenzie Colcord on Wed, Dec 22, 2021

Blogs. E-books. White papers. Reports. The list goes on and on. Behind every great piece of content is a team that strategized, planned, and executed an idea with one goal in mind – to share their ...

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Product Marketing Spotlight Series: Elizabeth Brophy
Mackenzie Colcord

Mackenzie Colcord on Tue, Dec 14, 2021

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 ...

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Product Marketing Spotlight Series: Sophia Chang
Mackenzie Colcord

Mackenzie Colcord on Tue, Nov 23, 2021

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 ...

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Rival Companies: Exploring 8 Businesses with Fierce Competition
Mackenzie Colcord

Mackenzie Colcord on Thu, Nov 11, 2021

Time and time again, companies’ yearning desire to be the best gives way to fierce rivalries.  For some rival companies, the feud is public-facing – think comparative advertisements and competitor ...

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5 Steps to Get Valuable Insight From Competitor Website Analysis
Mackenzie Colcord

Mackenzie Colcord on Wed, Nov 3, 2021

When it comes to user experience (UX) design, competitive analysis should be an integral part of your strategy, to stay ahead of trends and make your website stand out against the rest within your ...

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How to Find Competitor Pricing Information
Mackenzie Colcord

Mackenzie Colcord on Thu, Oct 28, 2021

Picture this: You’re a sales rep at an email marketing software company. One day, you hop on a discovery call with a prospect. As you’re chatting with them about their goals, they say this: “Easy ...

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Product Marketing Spotlight Series: Jaime Singson
Mackenzie Colcord

Mackenzie Colcord on Fri, Oct 22, 2021

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 ...

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6 Exceptional Brand Messaging Examples We Can All Learn From
Mackenzie Colcord

Mackenzie Colcord on Wed, Oct 6, 2021

All successful companies have brand messaging that is clever, strategic, and relevant to their target audiences.  Think Nike: “Just do it.” Or, Walmart: “Save money. Live better.” Smart, persuasive, ...

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Restaurant POS Software Leader Has Removed “Restaurant” From Its Vocabulary In 2021
Mackenzie Colcord

Mackenzie Colcord on Wed, Sep 29, 2021

In recent years, point of sale (POS) systems have become a key differentiator for restaurants across the globe. These systems allow restaurateurs to meet many practical needs such as growing profits, ...

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Product Marketing Spotlight Series: Mitchell Comstock
Mackenzie Colcord

Mackenzie Colcord on Fri, Sep 17, 2021

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 ...

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8 Sources of Competitive Intelligence to Keep Tabs On Industry Rivals
Mackenzie Colcord

Mackenzie Colcord on Fri, Sep 10, 2021

While your company may have a strong grasp of what’s happening internally, understanding what’s happening externally in your marketplace is critical for sound decision-making. This is where ...

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Product Marketing Spotlight Series: Elvis Lieban
Mackenzie Colcord

Mackenzie Colcord on Fri, Sep 3, 2021

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 ...

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16 of Our Favorite B2B + B2C Product Advertising Examples
Mackenzie Colcord

Mackenzie Colcord on Fri, Aug 27, 2021

As your market saturates, connecting with your target audience becomes increasingly difficult. With each new competitor that pops up, you have to work that much harder to say something ...

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Women in Sales at Crayon
Mackenzie Colcord

Mackenzie Colcord on Mon, Aug 16, 2021

As Crayon fiercely commits to our diversity, equity, and inclusion initiatives, it has furthered our discussion around women in sales. Women represent only 39% of the workforce in sales despite women ...

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A Marketer’s Guide to Conducting Social Media Competitive Analysis (Free Template Included)
Mackenzie Colcord

Mackenzie Colcord on Wed, Aug 11, 2021

There are tons of moving parts when it comes to keeping up with your competitors’ digital footprints. Tracking your rivals’ social media movements, in particular, is critical due to its widespread ...

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Your Guide to Creating Customer Case Studies (+ Some Show-Stopping Examples)
Mackenzie Colcord

Mackenzie Colcord on Wed, Jul 28, 2021

Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do ...

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How to Create an Effective Competitive Comparison Landing Page
Mackenzie Colcord

Mackenzie Colcord on Wed, Jul 14, 2021

No matter your industry or your product, your company likely has dozens of rivals (if not hundreds)—some of them direct competitors, some of them indirect competitors, and some of them aspirational ...

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Your Guide to Conducting a Successful Competitive Product Analysis
Mackenzie Colcord

Mackenzie Colcord on Thu, Jul 1, 2021

To be successful in a crowded marketplace, it is important to understand the competitive advantages of your company’s solution against its alternatives. Enterprises must be well-versed in their ...

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How to Gain Valuable Insight From Your Competitor’s Website
Mackenzie Colcord

Mackenzie Colcord on Fri, Jun 25, 2021

According to our 2021 State of Competitive Intelligence Report, 99% of survey respondents found value in monitoring their competitors' website changes. Between messaging and team changes, pricing and ...

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