E-Learning + Crayon

Global E-Learning Company Automates Market Research with Crayon Intel to Capture Competitive Intelligence Missed by Traditional Research

A global e-learning company needed an automated solution for their market intelligence program. With a one-man competitive intelligence department doing manual data collection, they needed a solution that would enable them to scale up their competitive tracking and switch their focus from raw data collection to making the data actionable for their product and sales teams.

Keeping Up with a Growing Competitive Market

The company's markets were getting increasingly competitive every day. Their established market was mature with many players going head-to-head. And the company was expanding into new verticals within their markets that were lesser known, with many emerging competitors to wrangle.

Adding to the market challenges, the market intelligence “team” was just one person, which is a challenge in itself. Previously, they had relied on traditional market research, which lacked real-time and actionable impact on the business. They knew the CI program needed to be upgraded from Google Alerts and manual data collection.

“Crayon is able to pick up key pieces of competitive intelligence that I regularly may have missed,” he said. “Despite dedicating my time to competitive research, Crayon surfaced information that would regularly slip through the cracks during traditional analysis. Between Crayon’s mission and the actual product’s technical capabilities, I realized I had been missing a whole world of valuable intelligence.”

"Crayon is able to pick up key pieces of competitive intelligence that I regularly may have missed. Despite dedicating my time to competitive research, Crayon surfaced information that would regularly slip through the cracks during traditional analysis. Between Crayon’s mission and the actual product’s technical capabilities, I realized I had been missing a whole world of valuable intelligence."

Market Intelligence Manager
Global E-Learning Company

Driving Actionable Competitive Intel with Crayon

The company needed a platform to help answer two very important questions: “Are we building the right things?” and, “Are we telling the right story?” Most importantly, the answers to these questions would inform the product team and the sales team. Crayon provided the company with more thorough data, automatically collected and categorized, available for analysis, reference, and real-time alerts. As a result, they’ve seen increased adoption of competitive resources, more time shifted from competitive research to analysis and strategy, and a greater impact across the business.

Increased Adoption of Competitive Profiles & Battlecards

To provide each team with the most accurate and valuable intelligence on their competitors, the market intelligence manager leverages Crayon’s CI data to build robust competitor profiles and competitive briefs. The profiles are loaded with competitor strengths and weaknesses, each company’s product approaches, and how their own company stands apart. Since implementing Crayon, they have seen the sales team adoption of competitor profiles and CI resources increase dramatically. He measures how frequently the sales team accesses these resources as well as the sales team’s success rate in winning competitive deals - both have improved significantly and resulted in increased investment in the CI function.

“Since implementing Crayon, we have seen sales team adoption of competitor profiles and resources increase dramatically. The data is comprehensive and regularly updated, so I don’t have to worry about missing a critical piece of intel. I now can spend my time on analysis and resources instead of research.”

“Since implementing Crayon, we have seen sales team adoption of competitor profiles and resources increase dramatically. The data is comprehensive and regularly updated, so I don’t have to worry about missing a critical piece of intel. I now can spend my time on analysis and resources instead of research.”

Market Intelligence Manager
Global E-Learning Company

More Time Dedicated to Analysis & Strategy Than Competitive Research

This client is no longer worried that he will miss something about his competitors’ activities. Since Crayon tracks everything from minor page changes to messaging updates to product announcements, he is able to collect exponentially more intelligence in a fraction of the time. He can now focus less time on data collection and more time on what really matters to his team - competitive analysis and recommended actions. The data has proven to be incredibly actionable and beneficial to his team, so they are expanding their competitive intelligence efforts to dig deeper into their key markets and explore new territories.

Greater Impact of Competitive Intelligence Across the Business

By using Crayon’s market intelligence platform, the time from gaining intel to crafting positioning to putting the intel into action has shortened. “Crayon competitive intelligence has a much more immediate and tangible impact than general or traditional market research can. Our company has seen our sales reps using this information often, and immediately.” For example, Crayon captured a new patent noted on a competitor’s website - a piece of intel that would have previously gone unnoticed. This key update - and all future updates to patents - is shared with the legal team to assess the threat level, a critical step in staying competitive in a crowded market.

Crayon also identified an article where a competitor’s customer was blogging about why they didn’t like that product. This piece of intel, which likely would have flown under the radar, allowed them to collect otherwise unknown information about their competitor, and use these details to improve their own overall strategy.

Crayon now plays a critical role in this client’s competitive intelligence strategy. He is able to leverage Crayon to gather more data in an easy and efficient way, and make his findings actionable. “Nobody is leveraging digital intelligence like Crayon is. The Crayon platform can track any subtle change in messaging or a page going up or down on a competitor's website and a whole lot more - intelligence that is critical to inform product, sales, and marketing activities.”

“Nobody is leveraging digital intelligence like Crayon is. The Crayon platform can track any subtle change in messaging or a page going up or down on a competitor's website and a whole lot more - intelligence that is critical to inform product, sales, and marketing activities.”

Market Intelligence Manager
Global E-Learning Company

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