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EXPERT ADVICE YOU CAN ACT ON

Featuring conversations from Crayon's VP of Product Marketing and the brightest minds in competitive intelligence, Into the Fray is a podcast offering actionable insights on how CI can transform your entire organization.

In the twelfth installment of Into the Fray, guest host Will Thompson sits down with Zena Applebaum, Phil Britton, and Alysse Nockels — authors of A Practical Guide to Competitive Intelligence.

In the eleventh installment of Into the Fray, guest host Will Thompson sits down with Matt Powell, leader of Competitive and Market Intelligence at Later, to dive deep on utilizing CI at a product-led company.

In the tenth installment of Into the Fray, Erik sits down with Jennifer Roberts, Director of Market Strategy at ServiceTitan, to dive deep on what it takes to enable your entire company with competitive intelligence.

In the ninth installment of Into the Fray, Erik sits down with Aaron Stillman, VP of Product Marketing and Education at AB Tasty, to discuss what it takes to create a collaborative competitive intelligence program.

In the eighth installment of Into the Fray, Erik sits down with Ryan Law, VP of Content at Animalz, to dive deep on using competitive intelligence to influence content marketing strategy.

In the seventh installment of Into the Fray, Erik sits down with Matt Tyrer, Head of Competitive Intelligence at Commvault, to discuss segmenting your competitive landscape.

In the sixth installment of Into the Fray, Erik sits down with Penny Moran, Head of Competitive Intelligence at Zuora. The pair dove deep on a critical offshoot of competitive intelligence — creating a win/loss program that is repeatable and actionable.

In the fifth installment of Into the Fray, Erik sits down with Steve Hernan, Senior Manager of Strategic Business Intelligence at Thermo Fisher Scientific. The pair discuss how competitive intelligence has evolved over the past decade, what it looks like now, and where it's headed in the future.

In the fourth installment of Into the Fray, Erik sits down with Holly Jackson, Head of Competitive Intelligence at Talkdesk. The pair discuss how product marketers can build credibility as the owner of a CI program.

In the third installment of Into the Fray, Erik sits down with Patrick Wall, Head of Competitive Intelligence at Imperva. The pair discuss how to create a culture of competitive intelligence, as well as the role of competition as a catalyst for collaboration.

In the second installment of Into the Fray, Erik sits down with August Jackson, Senior Director of Market and Competitive Intelligence at Deltek. The pair discuss the role of short- and long-term planning in a competitive intelligence program, focusing specifically on how to plot a set of CI initiatives on a yearly or quarterly basis. Along the way, they touch on a number of related topics, including SWOT analysis, stakeholders, and KPIs.

In the first episode of Into the Fray, Erik sits down with Fiona Finn, Director of Product Marketing at jane.app. The pair discuss the ROI of competitive intelligence and the ways in which product marketers can measure the success of their CI efforts—in both tangible and intangible ways.

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How does your CI program stack up?

Download the 2022 State of Competitive Intelligence Report to get up to speed on the benchmarks and trends that are defining the discipline as we know it.