A few years ago, most competitive intelligence was built from public data — competitor websites, product pages, reviews, analyst reports — plus the occasional piece of field intel from sellers. It worked, but it was only half the story.

The other half has always lived inside your company: the win/loss notes that reveal real deal dynamics, the competitor tear-downs that shape strategy, the market analyses that take weeks to prepare.

We’ve long given you ways to capture field intel in Crayon. But there hasn’t been a way to bring in those deeper internal insights — until now.

With Custom Insights, you can upload the competitive content you already create, and Crayon will scan, categorize, and summarize it into usable insights. Paired with Sparks AI and your digital footprint data, you finally get the complete competitive picture — internal and external intelligence working together to help sellers win.

What Is Custom Insights?

Custom Insights is a way to bring the competitive content you and your team create (analyst reports, internal strategy docs, market analyses) into Crayon, right alongside the 100+ intel types we already track automatically.

It captures the high-value context that often sits outside your compete program and makes it just as searchable, analyzable, and shareable as any other piece of competitive intel.

By combining your proprietary content with Crayon’s existing data streams, you get a more complete competitive picture and your sellers get richer, more relevant enablement.

How It Works

When you upload competitive intel, anything from PDFs and decks to analyst reports and internal strategy docs, Crayon automatically scans the file for competitor mentions, categorizes it, and analyzes the full content.

From that analysis, Crayon creates a summarized insight in your feed, linking back to the original file.

From there, you can:

• Run Sparks AI analysis to combine it with other intel for richer outputs
• Add it directly into enablement content like battlecards, newsletters, or Compete Hub posts
• Share it in Slack, Teams, or CRM so sellers have the right context at the right time

What Customers Are Bringing In 

In beta testing, customers have already uploaded intel that was previously invisible to their CI, making it searchable, analyzable, and ready for sellers: 

• A competitor pricing comparison deck that previously lived on a shared drive, now powering updated pricing guidance in Crayon battlecards.
• A set of post-deal interview notes gathered by the sales enablement team, now analyzed in Sparks to refresh win/loss talk tracks instantly.
• An internal market expansion strategy report from the product team, now accessible in Slack and CRM so sellers can align messaging for new regional opportunities.

These aren’t just files in a folder...they’re high-value context now working for the business every day.

Why It Matters

With GTM Insights, we tapped into hidden value from buyers, sellers, and deals. With Custom Insights, we’re unlocking the value in the human intelligence that competitive pros create.

Here’s what that means for your team:

• Your expertise is preserved and discoverable: no more digging through email or shared drives.
• Your work has instant impact: sellers get context the moment they need it.
• Your compete program becomes truly complete: uniting public, internal, and proprietary intel in one place.

The Real Win

When competitive pros have a way to operationalize the work only they can do, the result is a compete program that’s faster, smarter, and more impactful.

With Custom Insights, your analysis, your strategic thinking, and your enablement materials don’t just live in the moment they were created—they live in Crayon, ready to help sellers win more deals.

See Custom Insights in action → Book a walkthrough!