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Crayon Competitive Intelligence Blog

Why Competitor Battlecards Should Focus on the Entire Sales Funnel

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Ben Cope on Fri, Oct 4, 2019

Competitor battlecards have become a popular tool for enabling sales teams, and with good reason. Competitive analyses are more in-depth than what a salesperson needs when they encounter a competitive objection. Effective battlecards provide just enough information for a salesperson to counter those objections without getting lost in the details.

Most organizations only create battlecards designed for their closing sales team. Why should that be the case? Sales functions that occupy other parts...

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How to do a Comprehensive Competitor Analysis [+Free Template]

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Ellie Mirman on Wed, Oct 2, 2019

87% of companies say that their market has become more competitive in the last three years, according to the 2019 State of Competitive Intelligence Report. With markets becoming more competitive, ...

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How to Do a Market Analysis in 5 Steps

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Ellie Mirman on Fri, Sep 27, 2019

Becoming a market expert is a big undertaking. Markets are large, complex, and constantly changing. But if you’re tasked with tackling a market analysis, here are the steps you can take to get an...

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Buyer Personas: What They Are and What to Include

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Emily Dumas on Wed, Sep 25, 2019

The average person is exposed to about 5,000 marketing messages per day. That is to say, for a marketing campaign to be successful, it will have to really resonate with consumers for them to consider...

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7 Tactics for Designing an Effective Pricing Page

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Emily Dumas on Fri, Sep 20, 2019

When a webpage is redesigned, there’s a lot we don’t publicly see - the long process of planning, perhaps some A/B testing, and, finally, the execution. Rarely is a redesign done in a vacuum, but...

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7 Tips for Conducting a Competitive Product Analysis

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Ellie Mirman on Wed, Sep 18, 2019

There are many dimensions to a competitive analysis - market and leadership evaluations, sales and marketing assessments, and, of course, in-depth reviews of competitors’ products. A competitive...

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Product Marketing Spotlight Series: Andrew McCotter-Bicknell

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Emily Dumas on Sun, Sep 15, 2019

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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Competitive Objection Handling: How to Fight Against Competitor Claims

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Lauren Kersanske on Thu, Sep 12, 2019

The competition is talking about you, and no surprise—it’s not good. Whether it’s half-truths or outright lies, you need to arm your sales team with tactics and talking points to counter claims made...

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How Emerging Brands Can Displace Giants with Competitive Intelligence

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Ben Cope on Fri, Sep 6, 2019

It’s good to be the king. 

Companies that ascend to the top of their industries and become category leaders have one goal: continue to grab market share while fending off the ankle-biters that seek...

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5 Examples of Great Product Launches

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Emily Dumas on Wed, Sep 4, 2019

When it comes to launching a new product, sales and marketing for that product can be extensive. Not to mention, you have to worry about the new product launch being a flop, as many do. But what if...

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