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Intelligence & Inspiration for Marketing, CI, & Strategy Teams


Five Tips To Help Your Sales Reps Win Competitive Deals

87% of Competitive Intelligence (CI) professionals say that their market has gotten more competitive in the last three years, according to the 2019 State of Competitive Intelligence. In the same report, respondents also reported having an average of 25 competitors. So what does this mean? It means that markets are getting more competitive and will continue to do so, and enabling your sales team to sell against the competition is more important than ever.

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The Surprising Power of the Weak Signal: How to Go Deep on Competitive Intel

After the digital explosion of the last 20 years, it’s easy to get overwhelmed by the staggering amount of competitive data available today. In many ways – and for many organizations – it can be easier to plant-head-firmly-in-ground than confront the problem of information overload. It’s also all too easy to index too far on the other end of the spectrum, deciding that you must process every data point to ensure that you don’t miss something important.

Finding a happy medium is key, whether you’re using a competitive intelligence (CI)  platform like Crayon or not. And one vital skill is learning to identify the less obvious signals that could have the most impact on your organization and building process around them.

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How These 3 Market Leaders Have Maintained a Sustainable Competitive Advantage

Innovative companies have learned that the secret to maintaining a competitive advantage is not to compete head-to-head. Instead, it is to resolve to set themselves apart from the competition.

This is precisely how top companies operate. Instead of following in the path of existing competitors, they redefine their industry and distinguish their brand from their competition. They started with a key understanding of their competitors and their market, and used that to stake a unique course to dominate the industry. Below, we look at three companies that have maintained a sustainable competitive advantage by re-imagining what was possible and having the courage to carry it out way ahead of their competitors.

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Corporate Marketing vs. Product Marketing: Go-to-Market Roles & Responsibilities Defined

The following post was written by RJ Gazarek, Senior Product Marketing Manager at Veracode. RJ has ten years of experience in Marketing, with the last five heavily focused on Product Marketing. With a passion in Psychology, a background in Technology, and a career in Marketing, he brings a unique perspective to the world of PMM. And when he’s not in the office, writing articles, or outside running - he can be found zoning out to his favorite video games.  

No two companies are identical in the roles and responsibility breakdown between Corporate Marketing and Product Marketing. I’d like to share with you one way I’ve seen this work successfully, and hope you can take this as a starting point to find success for you and your team. What I encourage you to remember, as with any guide, there is no “silver bullet”; you should always take these best practices and mold them to what works best for the people on your team. Additionally, I’m defining Corporate Marketing as an umbrella term for all non-product marketing functions such as Demand Generation, Content Marketing, Public Relations, Communications, and Campaign Planning (to name a few).

If you take ONE thing away, please let it be this: Trust and respect your peers on their teams to fully own what they are responsible for. Rely on them to do their job, do it well, and then leverage what they bring to the table so that you can focus on what you are good at. Look to them, lean on them, and have them fulfill their end of the bargain. And, make sure you’re doing the same.

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