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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


How to Avoid Being Reactive with Your Competitive Intelligence

When your competitive landscape is constantly changing - with new competitors, new products, mergers, marketing campaigns, and more - it can be easy to fall into a reactive mode. An event happens, it’s reviewed, discussed, acted upon, and by the time that cycle has been completed, another competitive event has occurred, and the pattern starts all over again. If you’re constantly reacting to market movements, it feels like you never have a chance to get ahead of competitors or anchor on your company’s vision. It can seem like you’re constantly chasing competitors or changing strategies.

So how do you stay on top of your competitive landscape but break out of the reactive pattern? Here are five ways you can get ahead to be more proactive with your competitive intelligence strategy.

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Innovation-First vs. Market-First Companies: How to Find the Balance in your Go-to-Market Strategy

You hear statements like “We don’t have any competitors” or “I never think about the competition” so often from so many business leaders that they’ve become cliche. Ignoring any ulterior motives these leaders might have, the sentiment echoes a common tension in companies. How do you pay attention to the competition and not lose sight of your unique strengths?

The challenge often starts in the C-suite. From there, it percolates down to functional teams that have different answers to the same question. A fundamental disagreement about how to approach the market can damage key relationships and the company culture, so it’s best to address it early.

Let's take a look at the differences in an innovation-first and market-first approach, why a business may be biased in one direction, and how to find the best balance for your company's growth.

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Four Ways to Analyze Your Sales Enablement Program to Improve Sales Success

How do you know if your sales enablement efforts are effective? It's important to not only deliver a variety of sales enablement resources, but to also circle back and analyze their impact on your sales team. There are a number of analyses you can do to get visibility into the results you are driving through your sales enablement efforts. By diving into these types of analyses, you can apply everything you now know about sales enablement materials, sales training, and templates, to improve your strategy. Based on your findings, you will be able to improve your sales enablement program, and help your sales team win more deals. Let’s take a look at how to conduct each analysis, and how each can improve your sales enablement strategy.

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Product Marketing Spotlight Series: Jessica Webb

jesswebbCrayon'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 edition of Product Marketing Spotlight Series, we shine the light on Jessica Webb, Senior Product Marketing Manager at Trello.

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