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Crayon Competitive Intelligence Blog

How Demand Generation Can Gain a Strategic Competitive Advantage

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Ben Cope on Tue, Jul 30, 2019

Writing landing page copy, cooking up AdWords campaigns, agonizing over email subject lines - demand generation marketers have a lot on their plate. It’s no surprise that demand gen teams are not typically involved in the creation of competitive analyses; competitor analysis is a time-consuming endeavor. For that reason, competitor analysis typically falls into the realm of product marketing or a dedicated competitive intelligence (CI) team. But despite their removal from the CI process, demand...

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How to Avoid Being Reactive with Your Competitive Intelligence

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Ellie Mirman on Tue, Jul 2, 2019

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,...

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Competitive Intelligence Self-Assessment: Evaluate Your CI Effectiveness Across These 5 Dimensions [+ Template]

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Ellie Mirman on Fri, Jun 14, 2019

Competitive intelligence (CI) surfaces insights that can - and should - be leveraged across the business. Competitive intelligence can be translated into tactical activities as well as strategic...

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The 6 Hacky Tools Limiting Competitive Intelligence Professionals’ Growth

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Alex Crumb on Fri, Jun 7, 2019

Bootstrapping a hacky solution to a complicated competitive intelligence (CI) problem is enticing. But, as a company grows, free software trials and bootstrap fixes wear thin. Your limited...

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

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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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How These 3 Market Leaders Have Maintained a Sustainable Competitive Advantage

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Emily Dumas on Tue, May 28, 2019

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...

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What is the Future of Competitive Intelligence?

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Emily Dumas on Fri, May 10, 2019

Competitive Intelligence (CI) has traditionally been a manual process. Competitive intelligence professionals and market analysts spend a significant amount of time capturing, analyzing, and acting...

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Scenario Simulations, War-Gaming, & Contingency Planning: Strategies to Excel in a Constantly Changing Market

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Ellie Mirman on Tue, May 7, 2019

Scenario simulations, war-gaming, and contingency planning can be effective tools for planning your competitive moves ahead of major market shifts. Scenario simulations allow your organization to...

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Three Reasons Why Artificial Intelligence is the Ultimate Competitive Intelligence Colleague

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Emily Dumas on Fri, May 3, 2019

Ten years ago, the digital footprints of companies were small. So small, a complete digital footprint only included a company website and maybe a Twitter profile. Today, there are many social media...

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How to Enable Channel Partners with Competitive Intelligence

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Lauren Kersanske on Wed, Apr 24, 2019

Competitive intelligence (CI) is a function that serves many different parts of an organization. Marketing leverages CI for campaigns and messaging, sales enablement uses it to inform sales reps of...

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Business Intelligence vs. Competitive Intelligence — What’s the Difference and How Can You Benefit from Each?

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Emily Dumas on Fri, Apr 19, 2019

Business Intelligence (BI) and Competitive Intelligence (CI) are both critical for improving the performance and success rate for your organization. While both are different in practice, when put...

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Aligning Sales and Marketing With a Collaborative Competitive Intelligence Strategy

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Alex Crumb on Tue, Apr 9, 2019

You won’t be able to see success within your organization unless your sales and marketing teams are aligned. This is true when it comes to goals, initiatives, and strategies—including your ...

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4 Ways To Sleuth Your Competitor’s Customer Segments

Guest Blogger on Thu, Apr 4, 2019

The following post was written by Tamara Grominsky, Director of Product Marketing at Unbounce. She has over half a decade of experience bringing new products to market, positioning existing products...

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Competitive Web Design: How Do These Brands Stand Up Against Their Competition?

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Emily Dumas on Tue, Apr 2, 2019

If you’re looking for new ways to differentiate yourself from your competition, redesigning your website is a solid place to start. When people hear about your brand, they will likely head to your...

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Identifying Your Competitive Intelligence Stakeholders and What They Need

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Ellie Mirman on Tue, Mar 26, 2019

Every team and employee within a business can benefit from relevant competitive insights. This may seem as obvious as saying that every team and employee can benefit from performance data – how else...

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How HR Teams Can Use Competitive Intelligence to Transform the Employee Experience

Jules Kelley on Tue, Mar 19, 2019

In the traditional sense, competitive intelligence is used in marketing, product, and sales departments to understand their competitive landscape as well as how a company’s product stands up to the...

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7 Strategies for Keeping Your Competitors from Copying You

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Ellie Mirman on Thu, Mar 14, 2019

If imitation is the sincerest form of flattery, is plagiarism the laziest form of flattery? When you work in a highly competitive industry, competitors copying each other is a common occurrence. How...

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Content Marketer’s Unofficial Guide to Competitive Intelligence

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Emily Dumas on Thu, Mar 7, 2019

Have you ever heard the phrase, “content is king”? Chances are, you have, and you wholeheartedly agree. Businesses put a lot of emphasis on their content whether it be blogging, long-form content...

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5 Tips for Structuring Your Pricing Page to Gain a Competitive Advantage

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Emily Dumas on Tue, Feb 26, 2019

Many companies hide their pricing from the general public on their website. Why? Well, there are a couple of possible reasons. It could be that they have completely customizable pricing, and it could...

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Top 3 Sales Consequences for Ignoring Competitive Intelligence

David Donlan on Thu, Feb 21, 2019

The sales process we know today is remarkably different from the sales process of a decade ago. Years ago, prospects had an average of four to five choices for any product or service they were...

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How to Measure the Economic Value of Competitive Intelligence

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Tom Heys on Tue, Feb 19, 2019

Many businesses struggle with measuring the impact of competitive intelligence. In fact, less than half of businesses have established key performance indicators (KPIs) for CI. The 52% of companies...

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Top 5 Competitive Intelligence Challenges from 1,000+ Industry Professionals

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Ellie Mirman on Fri, Feb 15, 2019

Keeping track of a dynamic competitive landscape and enabling your entire company to succeed with market insights is no small feat. In the newly published 2019 State of Competitive Intelligence Report

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Measuring Competitive Intelligence: The Importance of Setting Goals and KPIs [+ Examples]

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Emily Dumas on Wed, Feb 13, 2019

It’s no secret that your time is valuable. When you do your job, you don’t have time to waste, and you try to avoid investing in activities that won’t give you results. So, why should competitive...

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5 Strategies for Sharing Competitive Intelligence Information with Your Teams

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Lauren Kersanske on Fri, Feb 8, 2019

“It is nothing for one to know something unless another knows you know it.”

― Persian Proverb

Whichever wise man (or woman) said the above proverb knew that knowledge is absolutely useless when it...

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Announcing Crayon’s Series A Funding to Bring Real-Time Competitive Insight to Every Business

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Ellie Mirman on Wed, Feb 6, 2019

I’m excited to announce that Crayon has raised $6M in Series A funding led by Bedrock Capital with participation from existing investors, including Baseline Ventures, Converge, Box Group, Oyster Funds

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