For years, The Standard’s sales organization relied on static competitive assets such as flyers, PDFs, and manually updated battlecards that struggled to keep pace with a fast-moving benefits market. As their product offerings grew more nuanced and competitors expanded regionally, the need for fresh, accurate intelligence became impossible to ignore.

The Standard teamed up with Crayon for a compete program jumpstart. Using Crayon’s AI-powered tool Crayon Sparks, their compete team started to automate the creation and updating of competitive assets. Results so far? Over 90 Sparks generated, powering more than 20 live battlecards — all updated automatically, in real time.

Instead of stale docs gathering dust, sales reps today get dynamic, up-to-date intel delivered directly into their workflow. Reps at The Standard reach for battlecards for real talk tracks, objection handling, and intel on late-stage deals. Since the intel is always fresh (thanks to Sparks!), reps  

If you’ve struggled with under-utilized CI assets, The Standard’s transformation is an example of what’s possible and how automation can revive competitive content at scale.

👉 Curious for more? Read the full The Standard + Crayon case study to see how the team enabled and empowered their reps with relevant, always-fresh intel.