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Communicating Competitive Intel: Why Your Intranet and Slack Alone Won’t Cut It

The following post was written by Julie Carey, Senior Manager of Product Marketing at Akamai Technologies. Julie has a decade of B2B technology marketing experience and has led product marketing teams at startups, mid-sized businesses, and enterprises. When she's not mapping plans to launch new products or campaigns, you might find Julie running along the Charles River in Boston or researching her next great book club read.

If you’re like thousands of marketers across the globe, you want to shake up your headache-inducing competitive intelligence program and create a new approach. Maybe this year you got the coveted headcount for a role completely dedicated to it. Maybe it’s an ‘OKR’ for you or your team among many others. Maybe last year you got some ideas together, but that initial work is sitting in the intern’s Google Drive.

Get your free guide to distributing competitive intelligence to learn how to communicate intel across your organization 

No matter what your situation is, there are some common communications traps and pitfalls you can avoid. Here’s a high-level look at those and some new ways to rethink old school CI techniques. 

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The Next Generation Of Intelligence - Takeaways From SCIP 2018

The theme of the 33rd Annual Strategic and Competitive Intelligence Professionals (SCIP) International Conference & Exhibition was Next Generation Intelligence. The conference was a week filled with educational sessions, workshops, and networking among the top market intelligence (MI) and competitive intelligence (CI) professionals. This year was Crayon’s first year participating in the conference, and we gained a lot of valuable insight into the current state of the industry, hot topics, and where CI is heading.

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Are You Tracking These Top 10 Types of Competitive Intelligence?

When you think of tracking your competitors, what do you think of? Reading up on their product pages, getting feedback from customers, maybe even reading online reviews of their products.

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Why You Should Integrate a Competitive Intelligence Strategy Into Your Business Identity

Do You Know What Your Competitors Are Doing?

When I speak with executives from various departments and companies across the spectrum, I’ll often ask the question: “What are your competitors doing?”

Silence.

It’s awkward. Executives glance around the room waiting for another to speak. We’ll sit and wait for an answer.

Who owns this? Who knows it? Why don’t we know it?

The silence continues.

Eventually, the de facto leader in the room will respond and provide a haphazard answer about one or two of their competitors. Usually, they have upwards of a dozen competitors across various product lines and market segments. I’m still no closer to getting a meaningful answer.

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