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Dropbox + Crayon

How Crayon increased battlecard usage at Dropbox by 400%.

Group 57
  • Enterprise SaaS
  • Actionable Insights
  • Culture of CI
  • Sales Engagement

San Francisco, CA



Company Size



Computer Software

The opportunity

Competitive intelligence was a small part of many people’s jobs. The lack of formal processes made it difficult to deliver actionable insights to stakeholders in a timely fashion.

The results

Crayon has enabled Dropbox to distribute competitive intelligence across the company via email newsletter, Slack, and sales battlecards. Hundreds of employees have opted in to both the newsletter and the dedicated CI Slack channel, and battlecard usage is up 400%.

“As we formalized our program centrally, we picked up a lot of the existing programs—battlecards, sales collateral, sales plays—and started plugging into them, and putting measure to them in ways we hadn’t been able to before.”

Director of Strategy and Operations, Product Marketing at Dropbox

"There’s a momentum. When people around the company know there’s a [competitive intelligence] team, look to them, read their newsletter, join their Slack channel, contribute field intel—when you start creating that competitive culture, that’s your success metric."

Director of Strategy and Operations, Product Marketing at Dropbox

"It’s not just about more information—it’s about the refining and the whittling process. There are a million insights out there. Only some of them are relevant to your business, and only a few of them can lead you to make better decisions."

Director of Strategy and Operations, Product Marketing at Dropbox

Seeing is Believing.

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