At our October 28th webinar, Joe Stych, who leads agentic go-to-market at Zapier, described a moment most PMMs know. A competitor changes its pricing, and your team hears about it from a prospect on a call. The research was good and the battlecard was current. It just lived in a tab nobody was opening.
Zapier and GoTo, both Crayon customers, are building with Crayon and Claude to put that intel where reps and PMMs already work. Our team at Crayon built two more. Here are all six, each in a clip under three minutes.
Every one of them runs on Crayon. As Jon White, Crayon's CPO, put it, some products hold data nobody else has, and it doesn't make sense to spend your time and tokens rebuilding it. Most of these builds reach that data through Crayon's MCP server, which lets Claude read your Crayon insights and battlecards directly.
How Zapier uses Crayon and Claude to prep reps for a deal
When a Zapier seller has a competitive call the next morning, they ask Claude for a one-page brief. Claude reads Zapier's own positioning and playbooks, pulls the last 30 days of competitor moves from Crayon and writes up what each competitor just did, the landmines to expect and discovery questions that have worked. Each competitor move is tagged with where in Crayon it came from.
The brief ends with a 30-second talk track. Joe has seen sellers pull one up mid-call and read it word for word.
Joe Stych, Zapier · 2:59 · Built with Claude, Crayon and Zapier's shared context layer
How GoTo rebuilt its Crayon battlecards for Claude to read
Catherine Sorensen, a staff PMM at GoTo, gets the same Slack over and over: a rep is up against a competitor and wants a one-sheeter. So GoTo rebuilt its battlecards in Crayon "to have Claude as the primary user." A rep gives Claude the Salesforce opportunity, and Claude builds a one-sheeter in GoTo's branding for that specific deal.
"If they'd asked me for a one-sheeter and I'd given them the generic one, it wouldn't have helped at all. In fact, it might have hurt us on the deal."
Catherine Sorensen, GoTo · 2:02 · Built with Crayon battlecards, Claude and Salesforce
How GoTo uses Crayon Sparks and a Claude skill to audit battlecards weekly
Claude's answers are only as good as the battlecards behind them. Catherine uses Sparks, Crayon's AI research and analysis tool, to post two weekly Slack roundups: won and lost deals, and competitor headlines. Then she runs the Weekly Battlecard Audit, a skill she built in Claude, which reads both roundups and lists the updates each battlecard needs.
Catherine Sorensen, GoTo · 2:28 · Built with Crayon Sparks, a Claude skill and Slack
How Zapier uses Crayon to score its competitive pages every day
Every day, Zapier's drift detector checks its live competitive pages against Zapier's approved story and what Crayon shows each competitor saying about itself. Each page gets a score out of 100. In the demo, the compare hub scored a 44, with the lines that drifted and how to fix them. Zapier is now testing having the agent open the fix as a pull request.
Joe Stych, Zapier · 2:13 · Built with the Crayon MCP and Claude
How Crayon matches customer references to each deal with Claude
A prospect wants to talk to a customer who chose Crayon over the competitor they're weighing. Shannon De Marco, a PMM at Crayon, built the Competitive Matchmaker in a few hours to answer that request. When a deal moves to evaluation in Salesforce, it reads the deal in Salesforce and Gong, finds customers in Crayon who chose us over that competitor and checks their account health in BackEngine. Claude posts the best match in Slack, tagged to the rep.
Shannon De Marco, Crayon · 2:55 · Built with Claude, Crayon, Salesforce, Gong and Slack
How Crayon built a competitive signal dashboard live in Claude Code
Attendees voted on the live build at the start of the session. Devin Daniels, a product manager at Crayon, built the winner from scratch in Claude Code in a little more than 30 minutes. It runs on the Crayon API and shows when a competitor's messaging shifted, which product investments that points to and how often it comes up in sales calls. One long opening prompt did most of the work, he said.
Devin Daniels, Crayon · 2:37 · Built with Claude Code and the Crayon API
How to start building with Crayon and Claude
Pick the request you answer by hand every week, find where the answers already live and connect those sources to Crayon and Claude. That's Shannon's advice for a first build. Joe's was to start "setting up all of that stuff with the Crayon MCP, building that into Claude." Crayon makes it competitive, and Claude does the heavy lifting of putting it together.
Building with Crayon and Claude: common questions
Do you need to be technical to build with Crayon and Claude?
Not for most of these builds. Catherine said she had "next to zero technical expertise or training," and that with Claude "even a marketer like me can set up just about anything."
How long does a build take?
The Competitive Matchmaker took a few hours. Devin's dashboard took a little more than 30 minutes.
The full hour also covers Jon's weekly marketing report built in Claude, Zapier's Market Pulse readout for leadership and how GoTo pushes its win/loss analysis into Crayon.
Watch the full webinar
On demand, with all five speakers.
Sales Battlecards 101: How to Help Your Sellers Leave the Competition In the Dust
How to Create a Competitive Matrix (Step-by-Step Guide With Examples + Free Templates)
The 8 Free Market Research Tools and Resources You Need to Know
6 Competitive Advantage Examples From the Real World
Your Guide to Conducting a Successful Competitive Product Analysis