At Wunderkind, Daniela Cubillos, Associate Director of Strategy Consulting, operates as a strategist embedded directly within revenue-generating deals. Working side-by-side with sellers in competitive situations, she brings critical insight to the moments that matter most.

As boots-on-the-ground partners in competitive cycles, her team translates competitive intelligence into actionable messaging: providing real-time feedback on positioning, talk tracks, and differentiation for head-to-head opportunities.

To strengthen compete at Wunderkind, the company implemented Crayon’s platform back in 2022.

At Wunderkind, Crayon is embedded across the organization. Teams ranging from product to executive leadership use the platform to stay aligned on the competitive landscape.

Competitive battlecards, for example, have been actively used by sellers and cross-functional stakeholders alike, generating 700+ views across 143 unique users — demonstrating broad adoption beyond just sales.

For Daniela and the sales team, however, Crayon plays a critical day-to-day role in live deal support.

“I’m using Crayon daily with the sales team in situations where competitors are popping up,” Daniela explains. “For example, if competitor pricing comes up, we can quickly arm sellers with flexible positioning and terms specific to that competitor.”

She also ensures competitive intelligence is continuously updated and operationalized. “I’m making sure intel is reflected in our battlecards and pushed directly to sellers so they’re prepared for sales calls when those competitors show up.”

Once Wunderkind adopted Glean as its enterprise AI operating system prompting an immediate question for Daniela: where does Crayon fit in?

“I wanted to make sure my team was set up for success with Glean and ahead of the curve on AI adoption,” Daniela explains. “I’m competitive by nature, and I knew that if we integrated Crayon with Glean, we could make our compete program even stronger.”

Daniela and her team considered the following as part of their analysis:

• Accuracy and governance of competitive data

Wunderkind needed to ensure that any competitive insights surfaced through AI were accurate, reliable, and governed by a trusted source of truth. The team valued Glean’s ability to retrieve information from across their internal systems and tools, but recognized that it relies heavily on whatever content already exists in those systems — which can often be incomplete, outdated, and potentially inaccurate when it comes to competitive intelligence.

With Crayon as the foundation for competitive data, Wunderkind saw that the insights are continuously updated and validated. This provided the necessary governance layer so that teams could access high-confidence competitive insights rather than fragmented or unverified information.

• Ability to curate and maintain battlecards as a system of record

Another key requirement in Wunderkind’s evaluation was having a centralized location for battlecards that sales and go-to-market teams could trust. While Glean can surface answers through search, Wunderkind found those responses as typically in-the-moment snapshots that are possibly grounded in incomplete, outdated, or inaccurate data.

The Wunderkind team wanted more of a dedicated system for curating and maintaining battlecards, with the ability to automatically update content when new intelligence emerges. Crayon delivered there — as well as delivering new, deal-relevant insights directly to Wunderkind sellers.

• Depth of win/loss intelligence and external monitoring

Wunderkind also needed deeper visibility into why deals are won or lost and how competitors are evolving in the market. This required the ability to analyze win/loss insights alongside external competitive signals such as competitor website changes.

During their evaluation, the team found that while Glean surfaced large volumes of raw data, configuring it to reliably capture external competitive signals required significant manual setup, testing, and prompt iteration. Identifying the correct sources to scrape, validating the data, and refining prompts to return usable insights would have required substantial ongoing time from the team that they did not have.

Crayon delivered this intelligence immediately. With automatic tracking of competitor websites and 100+ types of competitive intelligence signals, the Wunderkind team was able to see exactly what competitors were changing in the market and connect those changes directly to win/loss outcomes, without the overhead of building and maintaining custom workflows.

• Compatibility with existing tech stack — including Glean

Wunderkind wanted a solution that would integrate seamlessly with the tools their teams already use every day. Crayon connected to the Wunderkind’s tech stack including Salesforce, Gong, Slack, and Confluence, but more importantly, Crayon also found the right competitive insights across those tools.

Highly important to Wunderkind were Crayon’s APIs and MCP server capabilities. This allowed for Crayon to serve as the CI engine while Glean acted as the AI-powered discovery layer for employees across the company to search for and access those insights when needed.

• Long-term scalability of a purpose-built CI platform

Finally, Wunderkind needed a solution that could support the long-term growth of their competitive intelligence program, rather than simply providing short-term access to information.

Crayon gave Wunderkind the purpose-built compete infrastructure the company needed to evolve from ad hoc competitive research to scalable competitive enablement to a program that is now always on – continuously capturing and validating new competitive intelligence and delivering insights directly to Wunderkind’s go-to-market teams.

The clear answer was that Crayon along with Glean — and Gong, Slack, Salesforce would drive stronger sales performance than if Wunderkind implemented Glean standalone.

Working alongside her business operations team, Daniela connected Crayon to Glean via API. The setup was seamless, with a clear objective: build a competitive intelligence copilot embedded directly into the company’s AI ecosystem.

Today, that AI enablement agent pulls directly from Crayon, alongside other core integrations like Gong and Salesforce. Whenever sellers at Wunderkind ask competitive questions inside Glean. Responses are powered by:

• Battlecards
• Traditional long form battlecards
• AI-generated battlecards (powered by Slack, Gong, win/loss intel, and 100+ sources – both external and internal)
• Win stories compiled in Crayon
• Gong insights
• Salesforce deal data
• Slack conversations

The result is instant, contextual competitive intelligence.

“It’s incredibly easy to get everyone the intel they need,” says Daniela. “It also helps me review the KPIs we’re tracking for our compete program. If I want to understand our win rate or see how we’re performing against a specific competitor quarter over quarter, I just drop the question into the chat.”

The Wunderkind team analyzed the ways Glean could be built out to support competitive use cases standalone (by integrating Gong, Salesforce, and Slack). The next step was to compare that option against a Crayon-powered version of compete for Wunderkind

Crayon serves as Wunderkind’s system of record for CI as the team chooses specialized platforms — a deliberate strategy for building its technology stack.

“At Wunderkind, our approach is to use best-in-class tools for what they’re designed to do, and connect them through Glean,” said Tim Glomb, VP of Digital, Content, and AI at Wunderkind. “Crayon is purpose-built for competitive intelligence, and it gives our team accurate, high-value insights that Glean can surface across the organization. Instead of forcing a single platform to do everything, we integrate specialized tools like Crayon into our AI ecosystem so Glean can make that intelligence accessible to everyone.”

As Wunderkind built out its AI-powered workflows, one thing became clear: Glean connects the tech stack and provides a place for sellers to ask questions, but the quality of those answers depends entirely on the data behind them.

For Daniela, that’s where Crayon shines.

“As I’m building a world-class compete program, Crayon is the foundation that feeds into Glean,” she explains. “It’s an important distinction because I need to ensure the competitive intelligence being pushed into Glean is accurate and clean. You’re only as good as the data you’re feeding it.”

“If a large part of the company is using Glean for competitive intel, that data has to be right. Because my team owns the data inputs and governance within Crayon, I feel confident in the accuracy of that information,” said Daniela

With the right competitive intelligence and AI stack in place, Wunderkind transformed how competitive insight supports the business. Today, accurate, up-to-date intelligence is accessible across the organization, without the friction of searching across multiple tools.

As access became easier, adoption followed. Seller engagement with competitive intelligence increased significantly, driven by the simplicity of getting the right answers exactly when they’re needed.

Instead of operating as a reactive research function, Daniela’s team now plays a more proactive role in revenue generation.

“We’ve gone from reactive to proactive, static to dynamic — from a research function to a revenue-driving function,” Daniela explains.

Equipping sellers with competitive intelligence in the moments that matter most is delivering measurable results. “Last year, competitive win rates improved by 7 percentage points in the second half of the year compared to the first half, reflecting stronger positioning and faster access to competitive intelligence inside sellers’ workflow.”

As Crayon continues to introduce new capabilities, Daniela is eager to integrate them into Wunderkind’s evolving compete program. One feature she’s especially excited about is Win Stories.

“Win Stories are really powerful and they’re exactly what my sellers have been asking for,” Daniela says. “I can capture examples of how our team is winning deals and automatically funnel them into our battlecards. The automation makes my life easier, and sellers get real intelligence straight from the field on what’s working against the competition.”

It’s an exciting moment for competitive intelligence teams like hers, as automation and AI make it easier than ever to deliver timely, actionable intel directly to sellers.

Daniela sums it up simply: “Crayon is a critical tool in our tech stack. I’m a diehard Crayon fan.”