How Kyriba uses Crayon to connect teams, enable Sales and get major scoops on the competition.
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Being in the crowded fintech space comes with a slew of competitors for Kyriba. In addition to direct competition, the company faces competitors in particular areas, like treasury, payments, or working capital.
Kyriba used Crayon not just to arm its sales team with the data they need to thrive in a crowded market, but also to uncover major pieces of industry-altering news.
"I’d estimate over the last year we’ve used Crayon, there have been at least five big pieces of news – major scoops – that we would have just missed without it."
CFO and Treasurer decision-making has a major impact on the overall health of a company. Kyriba is a powerful diagnostic tool for those choices, giving the executives visibility into their cash resources, allowing them to forecast for the short, medium, and long-term.
Being in the crowded fintech space comes with a slew of competitors for Kyriba. While there is only one major comparable company across all business lines, there are others they compete with in certain areas, such as treasury, payments, or working capital. Some of their competitors are highly active in a particular region or are hyper-focused on a very specific subset of a larger product line, making manual tracking an impossible task.
“We stopped counting at 50 global competitors – suffice to say there are a lot,” explains Stephane Curcio, Head of Sales Enablement, Europe.
Stephane knew Kyriba needed an automated software solution to keep track of all of these players – not just the bigger ones, but the smaller ones that were cropping up on a regular basis. Fintech is a competitive, acquisitive market with a low barrier to entry, which means that every year new startups enter the space. Kyriba’s solution choice would need to have the ability to manage a constant flow of information while helping their team separate the signal from the noise.
From a feature standpoint, high-quality battlecards were at the top of Kyriba’s list. Prior to Crayon, the sales team would irregularly upload feedback into a static document. There was little structure, information was outdated, and essential information fell through the cracks. The battlecard process had to be streamlined for field salespeople who were requesting information faster than it could even be collected.
“Battlecards were a must. We needed a tool that made battlecards more flexible, updated, and easier to push out to the field, instead of a Word document that just sat in Salesforce,” explained Stephane.
Connectivity to Salesforce was critical, as the platform remains the hub of their sales activity. A major benefit for Kyriba was Crayon’s ability to integrate seamlessly with Salesforce, allowing their sales team to receive and share key intelligence data using their current processes - and technology.
Now battlecards are taught to 100% of the incoming sales team. There is an onboarding module dedicated to using them, and the majority of sellers are engaging with them regularly.
"Crayon supported the Product team in finding the correct competitive price points. The better you know the competition, the more likely you are to find the financial data you need."
In addition to battlecards, Stephane was drawn to Crayon’s Insights functionality. With industry news being pumped out regularly, Kyriba required a programmatic way to search, sort, and share it all. On a number of occasions, Crayon alerted the Enablement team to critical competitive news stories that might otherwise have gone unnoticed.
“I’d estimate over the last year we’ve used Crayon, there have been at least five big pieces of news – major scoops – that we would have just missed without it,” says Stephane.
These news stories gave Kyriba insight into major developments and allowed the executive team to more confidently make strategic pivots to adjust to those competitors.
Kyriba’s product team has also reaped the benefits of Crayon. They have been able to execute on more refined go-to-market strategies, more accurately assessing the depth of competitors that are relevant for a particular product. With more than 50 global competitors across a wide range of features, being able to accurately assess the competitive landscape has serious value.
“Crayon supported the Product team in finding the correct competitive price points,” Stephane elaborated. “The better you know the competition, the more likely you are to find the financial data you need.”
"When we discovered the Slack feature, I realized it was something we had to use right away. The Slack search is super powerful, and I absolutely love the Crayon search. I easily find what I need, when I need it."
While the Salesforce integration was part of what drew Enablement leaders to choose Crayon, it was another connection with their tech stack that stood out post-sale: Slack.
“When we discovered the Slack feature, I realized it was something we had to use right away. The Slack search is super powerful, and I absolutely love the Crayon search. I easily find what I need, when I need it.”
Crayon’s integrations with Kyriba’s existing ecosystem have contributed to significant platform adoption. As the team grows and the industry becomes ever-more competitive, Kyriba’s Enablement team feels confident that they are making well-informed choices based on clear, actionable data – the same service Kyriba provides its customers.
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