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Crayon Competitive Intelligence Blog

Competitive Analysis Requires Benchmarking Your Own Company

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Emily Dumas on Tue, Jan 12, 2021

Most businesses know their own strategy through and through, and recently, more companies than ever before are investing in competitive intelligence. The real secret to success is combining those two knowledge sources – monitoring your own strategy alongside that of your competitors. This brings us to a concept called competitive benchmarking, which is critical to competitive analysis success. Keep reading to learn how to benchmark your company against your competition for a successful...

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5 Steps to Get Valuable Insight From Competitor Website Analysis

Guest Blogger on Thu, Jan 7, 2021

The following post was written by Richard Conn. Richard is the Senior Director, Search Marketing for RingCentral, a global leader in unified communications and a world class VoIP provider. He is...

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16 Questions to Answer in Your Product Marketing Plan

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Emily Dumas on Tue, Jan 5, 2021

The new year is here and it’s time to dive into the oh-so-beloved activity of building a marketing plan. OK, maybe it’s not so beloved - after all, it can be daunting and challenging to come up with...

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Competitive Intelligence Priorities for the New Year from the Experts

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Emily Dumas on Tue, Dec 29, 2020

As we head into the New Year, many of us are deep in planning, strategy brainstorm sessions, and goal-setting. For competitive intelligence (CI) practitioners, there are many elements to building...

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Giant Leaps to Growth: Building Winning Strategies

Guest Blogger on Mon, Dec 21, 2020

The following post was written by Ameeta Soni. Ameeta is a strategy and marketing expert and consultant, often serving as an interim CMO. She previously served as CMO at VFA, PlatformQ Health,...

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Competitive Intelligence Planning for 2021: 15 Questions to Answer in Your Annual Plan

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Emily Dumas on Fri, Dec 18, 2020

The new year is right around the corner. If you haven’t already, you’re likely about to kick-off your 2021 planning. A lot has happened in 2020 that has impacted businesses across the globe and...

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Competitive Intelligence Spotlight Series: Sunanda Thumati

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Emily Dumas on Tue, Dec 15, 2020

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....

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5 Tips for Effectively Communicating Competitive Intelligence to Your Organization

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Emily Dumas on Wed, Dec 9, 2020

You work hard to stay on top of your competitors’ moves. You sift through big and small changes alike and analyze the data to identify trends and strategies. But then what do you do with the data?...

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How Product Marketers Can Prioritize & Elevate Their Competitive Intelligence Programs

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Lauren Kersanske on Fri, Dec 4, 2020

The cool thing about working at Crayon (besides incredible dog and cat Slack channels) is that I get to talk to Product Marketers a whole lot—whether it’s on LinkedIn, in the awesome Product...

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Tools and Resources to Boost Market Intelligence Team Value and Efficiency: Part 2

Guest Blogger on Wed, Dec 2, 2020

The following post was written by Bill Strugger.

Bill is Head of Market Intelligence (MI) at HERE Technologies. HERE provides insights on the location and movement of things – be it cars, goods or...

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Factors to Consider When Purchasing Competitive Intelligence Tools and Services: Part 1

Guest Blogger on Tue, Nov 24, 2020

The following post was written by Bill Strugger.

Bill is Head of Market Intelligence (MI) at HERE Technologies. HERE provides insights on the location and movement of things – be it cars, goods or...

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Critical Areas of Interest for Competitive Intelligence Strategists™

Guest Blogger on Tue, Nov 17, 2020

The following post was written by Paul Santilli. Paul is the Worldwide OEM Industry Intelligence & Strategy at Hewlett Packard Enterprise and Chairman of the Board of the Directors, Strategic and...

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Product Marketing Spotlight Series: Rowan Noronha

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Emily Dumas on Fri, Nov 13, 2020

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this...

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Why Your Coworkers are a Great Source of Competitive Intelligence

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Emily Dumas on Wed, Nov 11, 2020

There are many sources of competitive intelligence (CI) that we can tap into. These days, most businesses have a robust digital footprint, so our first thought of a valuable CI source is likely a...

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5 Steps for Effectively Leveraging Competitive Intelligence

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Ben Cope on Wed, Nov 4, 2020

You did it. 

Your persistent competitive research efforts have yielded a key piece of intel about one of your competitors. Maybe a competitor is quietly discontinuing a product line, or maybe they’re...

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How to Eliminate Competitive Battlecard Bias to Help Sales Win More Deals

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Emily Dumas on Thu, Oct 29, 2020

One sales enablement tool we all know and love is the competitive battlecard. Battlecards are an extremely impactful tool for your sales team to have in their toolbox, especially when a prospect is...

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12 Actionable Outcomes of Competitive Intelligence

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Emily Dumas on Thu, Oct 22, 2020

Competitive Intelligence (CI) is a function that fits into every business strategy. No matter what your product or service is, you’ve got competitors fighting to win the same business as you and...

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Product Marketing Spotlight Series: Anand Patel

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Emily Dumas on Fri, Oct 16, 2020

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this...

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How to Gather Competitive Intelligence: Best Practices for Getting Started

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Emily Dumas on Wed, Oct 14, 2020

Integrating competitive intelligence into your business strategy is not always a seamless process, especially if you don’t know where to start. We like to break down the competitive intelligence...

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Why Technology Companies Need to Invest More in Product Marketing

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Ben Cope on Thu, Oct 8, 2020

Most startups and growth-stage tech companies are understandably judicious in their outlay of capital. When you’re under the venture capital magnifying glass and trying to prove your product is...

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How to Master Internal Communication for Your Next Product Launch

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Lauren Kersanske on Wed, Sep 30, 2020

A successful product launch is a machine with many moving parts—it requires focus, clear-thinking, and organization to successfully pull it off. While many product marketers are laser-focused on...

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Product Marketing Spotlight Series: Jeffrey Vocell

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Emily Dumas on Fri, Sep 25, 2020

Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this...

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How to Give your Marketing Team a Competitive Advantage

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Ben Cope on Wed, Sep 23, 2020

Building and scaling a well-oiled marketing team that facilitates growth is a tall order. Building and engaging an audience with insightful content that pushes the known boundaries of your market is...

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Bring It All Together: Creating a Centralized Competitive Database

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Emily Dumas on Wed, Sep 16, 2020

All too frequently, competitive intelligence (CI) information resides in many homes. The process of collecting competitive intelligence can be time consuming when the information lives across...

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9 Sales Enablement Tools Your Team Needs to Win a Competitive Battle

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Emily Dumas on Thu, Sep 10, 2020

A sales rep has entered a competitive situation: are they ready to go to battle and win? A lot can go into preparing that sales rep to handle questions, objections, and deliver just the right...

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