Upserve + CRAYON
Upserve Increases Win Rate by 54% with Crayon Competitive Intelligence
Upserve, the restaurant POS and management software company, helps restaurateurs run, manage, and grow their business by boosting profits and improving hospitality. The POS and restaurant management software industry is hyper-competitive because the market demand is so high, and new services are popping up nearly every month. The Upserve team needed a solution to stay one step ahead of market innovation. Their Senior Manager of Product Marketing, Jake Godgart, implemented Crayon to automate his manual competitive intelligence efforts and get a deep-dive into their competitive landscape.
The product marketing team at Upserve is lean, and supports a rapidly growing organization. They are responsible for everything from competitive intelligence, win/loss analyses, buyer persona development, pricing, and packaging - a lot of work for a small team. In the early stages, Upserve had minimal intel about their competitors. They relied on the team’s restaurant DNA to give them a competitive edge, focusing on creating a product for and speaking the language of their target customers. But the market and their competitors were moving fast, and Upserve needed a competitive intelligence solution to ensure they were keeping an accurate pulse on the competition.
Upserve was doing competitive intelligence manually, which was costing their product marketing team valuable time. An automated solution was ideal for the Upserve team. “I need to focus my time on the efforts that will move the needle,” Jake said. “If I can hone in on the things that will make me more successful, I will be better able to help grow the business.” Once they saw Crayon’s software-driven competitive intelligence solution, they knew they would get immediate and long-term value.
Saving the Upserve Team More Time
The information captured by Crayon saves an immense amount of time for the product marketing team at Upserve. The simple act of moving from a manual process to an automated process keeps them from having to dig around for the insights on their own and instead allows them to focus on enabling internal teams to act on the insights.
For example, a major competitor announced they broke into a new vertical and saw a significant increase in customers. This unexpected move was picked up in Crayon, and allowed the Upserve team to quickly put together a sales enablement plan. They ultimately found that this vertical wasn’t a target for Upserve, and they were able to update competitive profiles, messaging, and sales enablement to position themselves favorably in light of this announcement. Had this event not been picked up by Crayon, it would have taken the Upserve team weeks to discover, potentially costing them valuable time and customers. Identifying the right information in a timely manner makes all the difference between losing a customer and closing the deal. “Crayon saves me 20% of my time - a full day every single week - by surfacing competitive insights so that I don’t have to go digging for them," Jake shared. "I can stay on top of my competitors and focus on helping the business grow.”
Senior Manager of Product Marketing at Upserve
Keeping a Pulse on Product Updates
As a product-focused company, Upserve is able to leverage Crayon intel to keep up with competitor product updates. Product updates benefit the marketing, product, and sales teams alike. When a competitor updates product details or launches a new feature, the Upserve team can make a quick change in messaging and update battlecards instantly to help sales reps close more deals. “By staying on top of the competitors, we’ve been able to arm our sales team with actionable insights that they can act on immediately. As a result of Crayon, our win rate against our top five biggest competitors has improved by 54%,” Jake shared.
Senior Manager of Product Marketing at Upserve
For example, Upserve was able to use Crayon to map out a key competitor’s product updates and identify where the competitor was focusing their time and effort. Upserve was able to map out a trajectory to see where they thought their competitor was headed, and what they needed to do to best compete, and stay one step ahead. These insights not only allowed Upserve to keep their competitive edge, but also allowed them to steer their product roadmap to be focused on the right things.
Gaining a Competitive Advantage in Pricing
In such a crowded market, there are many different product and pricing details that factor into competitive comparisons. Having access to detailed pricing and packaging intel, Upserve was able to compare the total cost of ownership of their service vs. their competitors. For one competitor in particular, they found that customers would save 48% on average by going with the Upserve solution -- a core metric used by sales that was enabled by Crayon intel.
Crayon’s pricing and packaging intelligence has enabled Upserve to craft impactful talking points for sales calls. Their sales team is able to have better conversations with customers, armed with concrete and up-to-date information about their competition. This resulted in their competitive losses decreasing by 76%, quarter over quarter. They also saw a 41% reduction in losses due to “no decision” prospects, an improvement attributed to a better understanding of the market and competitive landscape. Crayon’s competitive intelligence platform has driven improvements in their sales processes, product marketing materials, and overall revenue success. “The power of Crayon is making it so that I can see the patterns faster and stay one step ahead of my competition,” shared Jake. The Crayon platform is integral to their product marketing team and continues to show great value across the business.
|Time Saved||Increase in Win Rate||Reduction in Competitive Losses||Reduction in "No Decision" Losses|