CRAYON COMPETITIVE
INTELLIGENCE BLOG

The Competitive Program Grader: A Free Tool for Anyone Who Wants to Master Competitive Intelligence

Conor Bond

Conor Bond on Mon, Sep 19, 2022

Imagine waking up and finding yourself in the driver’s seat of a car, parked on the side of a road that you don’t recognize. You’re alone, and your phone is nowhere to be found. A stranger walks up to your window, hands you an old-fashioned map, and says, “Find your way to Los Angeles.”

Good luck. Forget about deciphering the map and figuring out which highways to take—you don’t even know where you are relative to LA. Maybe you’re already in California … or maybe you’re in the suburbs of Boston. Who knows? Either way, before you can even think about how you’re going to reach your destination, you need to determine where you’re starting from.

Obviously, the lack of GPS is the crucial detail in this scenario. The drive to LA will be a lot of work no matter what, ...

10 Best Practices for a Successful Win/Loss Program
Ken Schwarz

Ken Schwarz on Fri, Nov 18, 2022

The hypercompetitive New York Yankees owner George Steinbrenner said it best: “Winning is the most important thing in my life, after breathing. Breathing first, winning next.” In business as in ...

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How to Create a Competitive Matrix (Step-by-Step Guide With Examples + Free Templates)
Conor Bond

Conor Bond on Tue, Nov 1, 2022

A competitive matrix is a visual resource that enables you and your colleagues to better understand your company’s position within the market—that is, to better understand how your company stacks up ...

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3 Ways Product Marketers Can Win (More!) with Crayon’s Competitive Win Loss Tools
Conor Bond

Conor Bond on Tue, Apr 12, 2022

It's Monday morning. You haven’t even taken the first sip of your coffee. You touch your right index finger to the magical biometric scanner thing on your MacBook. Your company-approved desktop ...

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Competitor Messaging Analysis: A Step-by-Step Guide for Product Marketers
Conor Bond

Conor Bond on Mon, Feb 28, 2022

In a world where the most talked about 60 seconds of the Super Bowl involved a $7M black screen emblazoned with nothing more than a bouncing, polychrome QR code, the road between market leader and ...

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5 Steps to Get Valuable Insight From Competitor Website Analysis
Mackenzie Colcord

Mackenzie Colcord on Wed, Nov 3, 2021

When it comes to user experience (UX) design, competitive analysis should be an integral part of your strategy, to stay ahead of trends and make your website stand out against the rest within your ...

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B2B Competitive Analysis: Your Definitive Step-by-Step Guide (+ Free Template)
Conor Bond

Conor Bond on Wed, Sep 1, 2021

B2B competitive analysis is the process of critically assessing your company (or business unit) in relation to one or more competitors. Broadly speaking, the objective is to identify opportunities ...

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Your Guide to Conducting a Successful Competitive Product Analysis
Mackenzie Colcord

Mackenzie Colcord on Thu, Jul 1, 2021

To be successful in a crowded marketplace, it is important to understand the competitive advantages of your company’s solution against its alternatives. Enterprises must be well-versed in their ...

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Competitive Landscape Analysis: What It Is, Why It Matters, and How to Get a Head Start
Conor Bond

Conor Bond on Wed, Jun 9, 2021

Neglecting competitive landscape analysis is a costly mistake—one that’s steadily growing costlier over time. We say that for several reasons. First of all—and as regular readers of this blog are ...

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Competitive Analysis Frameworks: 3 Ways to Get More From Competitive Data
Conor Bond

Conor Bond on Tue, May 25, 2021

Competitive analysis frameworks are indispensable for anyone who wants to extract meaning from intel and inspire action across their organization. When we talk about competitive intelligence, we’re ...

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24 Questions to Consider for Your Next SWOT Analysis
Conor Bond

Conor Bond on Thu, Jan 21, 2021

So, you’re getting ready to conduct a SWOT analysis — fantastic! Whether you’re a marketer, an executive leader, a competitive intelligence (CI) professional, or someone else entirely, you’re on your ...

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Competitive Analysis Requires Benchmarking Your Own Company
Emily Dumas

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 ...

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How to Leverage Product Reviews In Your Competitor Analysis
Ben Cope

Ben Cope on Tue, Sep 1, 2020

Review sites are jam-packed with competitive intelligence (CI). On review sites, you’ll find both happy and unhappy customers giving insight into your competitors’ products and outlining strengths ...

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Using Competitive Data Points to Predict the Future
Ben Cope

Ben Cope on Fri, Aug 14, 2020

For anyone with an internet connection and a glut of time available for research, competitive data points are nearly inexhaustible. New job postings, minor website copy changes, new marketing content ...

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5 Key Areas to Analyze when Conducting a Competitor Marketing Analysis
Lauren Kersanske

Lauren Kersanske on Wed, Aug 12, 2020

A competitor analysis encompasses many different facets of your competitor’s business—revenue, product, marketing, sales, engineering, organizational structures, and more. But there’s something to be ...

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Making Sense of a Fast-Moving World of Information with STEEP Analysis
August Jackson

August Jackson on Tue, Jul 28, 2020

Information comes at us fast and in a volume that makes it difficult to deliver insight and foresight. STEEP is the first step to exploring implications of events to get to the heart of "So what?" ...

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How to Avoid the Dreaded Feature Comparison Checklist
Ellie Mirman

Ellie Mirman on Tue, Jul 21, 2020

Every product marketer has been asked by a sales rep, somewhere between one and a million times, for a feature comparison checklist. “I need to see how we stack up. Does our competitor have X ...

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Analyzing Your Competitive Landscape: 4 Case Studies
Emily Dumas

Emily Dumas on Fri, Jun 26, 2020

Conducting a competitive analysis can be time-consuming. It takes time to gather intelligence, analyze the insights, share data, and integrate your findings into your strategy. However, if you’re ...

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How to Take a Snapshot of your Competitive Landscape
Lauren Kersanske

Lauren Kersanske on Fri, Jun 19, 2020

“Can you give me a quick overview of the competitive landscape?” Unless you have an in-depth and current competitive analysis on-hand, you might find yourself slightly panicked at this sudden ...

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

Ellie Mirman on Wed, Oct 2, 2019

84% of companies say that their market has become more competitive in the last three years, according to the 2021 State of Competitive Intelligence Report. With markets becoming more competitive, ...

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How to Do a Market Analysis In 5 Steps
Ellie Mirman

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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How to Conduct and Leverage a SWOT Analysis [+ Free Template]
Emily Dumas

Emily Dumas on Tue, Jul 23, 2019

Giving your company a competitive advantage requires ongoing assessment and strategic planning. One way to evaluate your company's performance is through SWOT analysis. A SWOT analysis includes ...

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4 Steps for Conducting an Impactful Competitor Analysis
Lauren Kersanske

Lauren Kersanske on Tue, Jul 16, 2019

A competitor analysis is the process of identifying and analyzing your competitors and how they compare to you. The challenge with a competitor analysis is that it’s a labor-intensive task that ...

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How to Read Between the Lines of Your Competitor’s Website Update
Brittany Sudlow

Brittany Sudlow on Fri, Jun 21, 2019

So your competitor updated their website… From the outside, this may seem like “just some marketing fluff.” Everyone updates their website at some point! Who cares? But product marketers know to look ...

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The Surprising Power of the Weak Signal: Go Deep on Competitive Intel
Tom Heys

Tom Heys on Thu, May 30, 2019

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 ...

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Competitor Tiers: How to Break Down Your Competitive Landscape
Ellie Mirman

Ellie Mirman on Mon, Jan 28, 2019

“Who are your competitors?” is a seemingly simple question that can be surprisingly difficult to answer. Do you answer with your most common competitors from a sales perspective? Or, the leaders in ...

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What Is a SWOT Analysis? Let’s Start with the Basics
Emily Dumas

Emily Dumas on Tue, Jan 22, 2019

In order to win a market, you need to know where your company stands in the competitive landscape and where you have opportunities to grow. One analysis that can help your business grow is a SWOT ...

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Amazon's Job Description Gave Away Strategic Plans -- What Can You Learn About Your Market's Competitive Strategy from Job Posts?
Ellie Mirman

Ellie Mirman on Wed, Mar 21, 2018

Companies can be plenty secretive about their sales numbers, product roadmaps, and go-to-market strategies, but frequently lay out these details in plain sight: in job descriptions. Last week, Amazon ...

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How to Decode Your Competitor's Strategy with Predictive Intelligence
Ellie Mirman

Ellie Mirman on Tue, Jan 2, 2018

A new year is upon us, and with it annual plans with new key initiatives. While you are crafting and executing your plan, so are your competitors… how will your plan succeed in light of their ...

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Competitor Analysis Trends: How to Spot Them and What They Mean
Ellie Mirman

Ellie Mirman on Tue, Dec 5, 2017

Keeping tabs on your competitors involves more than monitoring their announcements or online reviews. Competitive intelligence requires analysis in order to turn information into actionable insights. ...

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Your Competitive Intelligence SWOT Cheat Sheet
Matt Desilet

Matt Desilet on Wed, Aug 30, 2017

The web is full of noise about "optimizing strategy." The explosion of B2B content marketing has flooded our inboxes with playbooks about improving your marketing and competitive intelligence ...

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