As AI quickly becomes core to modern go-to-market technology stacks, companies with enterprise AI tools are faced with a clear challenge: AI is only as powerful as the data behind it.

For competitive intelligence teams, that raises an important question — how do you ensure the insights AI surfaces are accurate, reliable, and actionable?

That’s exactly the challenge Wunderkind set out to solve. By connecting Crayon’s competitive intelligence platform to their AI ecosystem, the company transformed how competitive insights support revenue teams.

Embedding CI directly into competitive deals

At Wunderkind, competitive intelligence is deeply embedded in revenue-generating deals.

Daniela Cubillos, Associate Director of Strategy Consulting, works directly alongside sellers during competitive cycles. Her team translates competitive insights into actionable messaging, helping sellers differentiate in head-to-head opportunities and respond quickly when competitors appear in deals.

“I'm using Crayon daily with the sales team in situations where competitors are popping up,” Daniela explains. “For example, if competitor pricing comes up, we can quickly arm sellers with flexible positioning and terms specific to that competitor.”

To support this work, Wunderkind implemented Crayon, a centralized CI platform to monitor and analyze competitors.

But as Wunderkind expanded its technology stack, a new opportunity emerged.

Evaluating AI for competitive intelligence

Wunderkind rolled out Glean as its enterprise AI platform, prompting Daniela and her team to evaluate how competitive intelligence should fit into the company’s AI strategy.

“I wanted to make sure my team was set up for success with Glean and ahead of the curve on AI adoption,” Daniela explains. “I’m competitive by nature, and I knew that if we integrated Crayon with Glean, we could make our compete program even stronger.”

The team evaluated two possible approaches:

1. Use Glean standalone 

2. Use Crayon as the CI engine, with Glean serving as the AI interface for accessing those insights

The evaluation quickly revealed a key distinction.

AI tools can search across internal systems, but the quality of their answers depends entirely on the underlying data. Competitive information scattered across call transcripts, Slack threads, and documents can easily become outdated or incomplete.

Crayon solved this challenge by providing a continuously updated, governed source of competitive intelligence. With Crayon, the insights surfaced through AI were accurate and trustworthy.

A purpose-built CI platform powering AI

Ultimately, Wunderkind chose a purpose-built CI platform approach to its technology stack.

Rather than forcing one platform to handle every use case, the company adopted specialized tools designed for specific functions and connected them through Glean.

Crayon serves as the system of record for competitive intelligence, providing curated battlecards, win/loss insights, and external competitive signals, while Glean acts as the AI discovery layer that surfaces those insights across the organization.

Working alongside their business operations team, Wunderkind seamlessly connected Crayon to Glean via API, creating an AI-powered competitive intelligence assistant.

Today, when employees ask competitive questions inside Glean, responses pull from:

• Crayon battlecards
• Win stories and competitive insights captured in Crayon
• Gong call insights
• Salesforce deal data
• Slack conversations

“At Wunderkind, our approach is to use best-in-class tools for what they’re designed to do, and connect them through Glean,” said Tim Glomb, VP of Digital, Content, and AI at Wunderkind. "Crayon is purpose-built for competitive intelligence, and it gives our team accurate, high-value insights that Glean can surface across the organization. Instead of forcing a single platform to do everything, we integrate specialized tools like Crayon into our AI ecosystem so Glean can make that intelligence accessible to everyone.”

From research to revenue impact

With Crayon powering competitive intelligence and Glean making those insights accessible across the organization, Wunderkind transformed how competitive intelligence is used by their revenue teams.

Instead of operating primarily as a reactive research function, Daniela’s team now plays a more proactive role in helping sellers win deals.

The impact has been measurable.

Competitive win rates improved by seven percentage points in the second half of the year compared to the first half (from 52% to 59%), reflecting stronger positioning and faster access to competitive intelligence inside sellers’ workflows.

For Daniela, the lesson is simple:

“As I’m building a world-class compete program, Crayon is the foundation that feeds into our AI ecosystem,” she says. “You’re only as good as the data you’re feeding it.”

👉 Read the full case study here.