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Crayon Competitive Intelligence Blog

Tom Heys

Tom Heys
Tom leads Product Marketing at Crayon after falling in love with the product and company vision as a customer at Fitbit. Prior to Fitbit, his background spans strategic marketing and sales roles in enterprise software startups, high schools (teaching ain't that different), and filmmaking (the real kind of storytelling). When he's not helping Crayon grow, he will mostly be found chasing his young daughters around climbing gyms, soccer fields, and the house.
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Recent Posts

37 Great Topics for your Sales Battlecards and Competitor Profiles

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Tom Heys on Wed, Jul 17, 2019

Are you feeling in a rut with your competitive intelligence (CI) deliverables? Want some ideas to help you take the content to the next level? Below are some different ways to spice up your battlecards, competitor profiles, and other competitive intelligence content to make them more engaging. Pick and choose the best from this list for your team and business!

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Innovation-First vs. Market-First Companies: How to Find the Balance in your Go-to-Market Strategy

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Tom Heys on Fri, Jun 28, 2019

You hear statements like “We don’t have any competitors” or “I never think about the competition” so often from so many business leaders that they’ve become cliche. Ignoring any ulterior motives...

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Sales Are People Too: Nailing the Relationship Between Product Marketing and Sales

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Tom Heys on Tue, Jun 18, 2019

Sales is a key partner and client of product marketing, but that doesn’t mean that the relationship is always peachy. Since product marketing plays more of an influencer role, finding the most...

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The Surprising Power of the Weak Signal: How to Go Deep on Competitive Intel

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Tom Heys on Thu, May 30, 2019

After the digital explosion of the last 20 years, it’s easy to get overwhelmed by the staggering amount of competitive data available today. In many ways – and for many organizations – it can be...

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Why Product Marketing and Growth Marketing Are Key Partners

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Tom Heys on Wed, May 15, 2019

If there is a role in modern businesses that is less understood than Product Marketing, it is Growth. What’s more, both roles become more confusing because they often sit in similar pockets in the...

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How to Combine Tactical and Educational Competitive Intelligence for Sales Success

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Tom Heys on Tue, Apr 30, 2019

Sales are often primary clients of competitive intelligence (CI) in companies and also one of the best channels to drive measurable value through battlecards. By making intel more accessible and...

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How to Architect Your CRM for Stronger Win/Loss Analysis

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Tom Heys on Thu, Mar 28, 2019

Once you’ve decided to tackle win/loss analysis as an organization, the next natural step is to invest some time and thought into how you will go about collecting the data. Win/loss interviews –...

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How to Measure the Economic Value of Competitive Intelligence

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Tom Heys on Tue, Feb 19, 2019

Many businesses struggle with measuring the impact of competitive intelligence. In fact, less than half of businesses have established key performance indicators (KPIs) for CI. The 52% of companies...

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Bring It All Together: Creating a Centralized Competitive Database

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Tom Heys on Tue, Jan 15, 2019

All too frequently competitive information resides in many homes. The process of collecting competitive intelligence can be messy since the data lives in disparate documents, folders, bookmarks,...

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