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Tom Heys

Tom Heys

Tom Heys, a Crayon alum, leads product strategy at Monitaur, an AI governance software company. 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 Monitaur grow, he will mostly be found chasing his young daughters around climbing gyms, soccer fields, and the house.

37 Great Topics for your Sales Battlecards and Competitor Profiles
Tom Heys

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 ...

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

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
Tom Heys

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
Tom Heys

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
Tom Heys

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
Tom Heys

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
Tom Heys

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
Tom Heys

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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