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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


How to Tie Product Marketing to Revenue

One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing team has much larger sales, product development, and campaign marketing teams. Those teams benefit from having an unambiguous connection between their inputs and critical, quantifiable outputs, especially revenue. 

We’ve written previously about the challenge of tying product marketing to quantifiable Key Performance Indicators (KPIs). That challenge is growing. Now, other marketing functions are moving away from “vanity metrics” like the sheer volume of leads or Marketing Qualified Leads (MQLs), and towards metrics that are closer to revenue like marketing-led sales opportunities and even marketing-attributed revenue. 

Fortunately, there are several ways product marketers can take their revenue attribution skills to the next level.

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How to Gather Your Competitors' Pricing Information

Pricing is one of the most sought-after pieces of competitive intelligence. But many companies keep their pricing under wraps, off their website, and especially out of the hands of their competitors. The way that products or solutions are priced can make or break a sale, especially when there are multiple solutions being evaluated. The more competitive an industry is, the harder it is to track down pricing. So, how can you get the pricing information you’re looking for? 

Rodney Rasmussen, Product Marketing Manager at RainFocus, asked the question on everyone’s mind,

Does anyone have any tricks or tips for finding out more about competitor pricing? In the software industry (where I work), this information is obviously heavily guarded. We still don't know the exact pricing of some of our major competitors that we go up against in deals, other than hearing vague things like ‘we are way more expensive than them’ or ‘our pricing is really close to theirs.’” 

So, let’s dive in and see five ways that you can attain your competitor’s pricing information. 

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Competitive Intelligence Spotlight Series: August Jackson

august jackson deltek competitive intelligence Crayon's Competitive Intelligence Spotlight  is an interview series where we chat with intelligence professionals  to get a glimpse into their careers and gain unique insight into competitive strategy. In this edition of the Competitive Intelligence Spotlight Series, we shine the light on August Jackson, Senior Director of Market and Competitive Intelligence at Deltek.

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10 Criteria to Evaluate When Buying a Competitive Intelligence Solution

Choosing the best competitive intelligence (CI) solution for your business isn’t always a quick and easy process. To ensure that the solution you choose meets all of your needs and delivers results, you should identify the relevant criteria for solution that will support your goals and evaluate each potential solution against those criteria.

Recently, Crayon was named a Leader in The Forrester New Wave™ on Market and Competitive Intelligence (CI) Platforms. Here are the 10 criteria they used to evaluate the top market and competitive intelligence platforms and why we believe they’re important to consider in your evaluation.

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