Crayon
Crayon
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  • If human survival is a marriage of two primal verbs, “hunt” and “gather,” then competitive intelligence is a marriage of two modern verbs, “notice” and “know.” CI helps you detect reverberations outside the four walls of your business. If you’re a CI manager, you’ll observe and study. When one business makes a move—acquiring another company, for example—you’ll not only remember the last two moves ...

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Crayon
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  • No matter the size of the organization, every business should have a competitive intelligence strategy. Larger organizations will typically have a well-rounded strategy team to handle their competitive analyses, but a small startup likely doesn't have the resources to build out a whole CI team, especially in the early stages. While it may be difficult to balance competitive intelligence against th...

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Crayon
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  • The following post was written by Julie Carey, Senior Manager of Product Marketing at Akamai Technologies. Julie has a decade of B2B technology marketing experience and has led product marketing teams at startups, mid-sized businesses, and enterprises. When she's not mapping plans to launch new products or campaigns, you might find Julie running along the Charles River in Boston or researching her...

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Crayon
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  • The theme of the 33rd Annual Strategic and Competitive Intelligence Professionals (SCIP) International Conference & Exhibition was Next Generation Intelligence. The conference was a week filled with educational sessions, workshops, and networking among the top market intelligence (MI) and competitive intelligence (CI) professionals. This year was Crayon’s first year participating in the conference...

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Crayon
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  • A common misconception surrounding competitive intelligence (CI) is that its main benefit is for sales teams. While it’s extremely important for sales reps to be prepared, knowledgeable, and armed with competitive battlecards, the benefits of CI stretch far beyond your sales organization. In fact, the benefits of CI expand across your entire organization, helping all of your team members in diff...

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Crayon
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  • Analyzing your competitive landscape is key to understanding where and how you fit into the market of available solutions. Plotting and comparing solutions in a competitive matrix allows you to gain perspective and insight about where you fit into the overall playing field - how you stack up and where your strengths lie. Effective competitive comparisons start with benchmarking your own company an...

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Crayon
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  • One helpful tool in an effective sales enablement playbook is battlecards, especially for when a prospect is choosing between your product and a competitor’s. All too often, companies make the mistake of filling these battlecards with points that have been collected by word of mouth. For instance, if a salesperson is on a call with a prospect and that prospect mentions something about a competitor...

Crayon
Crayon
Blog Post
  • Competitive analysis should be an integral part of every business’ strategy. Earlier this year, we conducted a survey and published the 2018 State of Market Intelligence Report to uncover how businesses are analyzing their competitive landscape. It was encouraging to find that 82% of people are tracking their own company alongside their competitors. This may seem like a high percentage, but truthf...

Crayon
Crayon
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  • Product Marketing is a function so interconnected with multiple departments that, from company to company, it can even report into different teams altogether. Product Marketing - as its name indicates - is closely connected with both the Product and Marketing organizations. Factors like industry, company culture, and the specific leaders in the organization can play a role in where and how the tea...

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Crayon
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  • Companies can be plenty secretive about their sales numbers, product roadmaps, and go-to-market strategies, but frequently lay out these details in plain sight: in job descriptions. Last week, Amazon showed us exactly that: a now-deleted job posting revealed a new business line, “Whole Foods Pickup on Prime Now,” a grocery pickup option to complement their recently-launched Whole Foods delivery ...

Crayon
Crayon
Blog Post
  • The internet is constantly buzzing with the latest and greatest updates from companies and buyers alike. This makes gathering robust marketing intelligence a bit challenging. How are you supposed to stay on top of everything happening in your industry when new information can be released at any moment? One simple way to keep track is by taking advantage of Google Alerts. With Google Alerts, you ca...

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Crayon
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  • Everyone’s marketing team works hard to build a strong social presence for their brand. But how aware are they when it comes to the social presence of competitors? Social media isn’t an easy outlet to track on your own when you have multiple competitors. This is especially true today when most companies have multiple accounts – Facebook, Twitter, LinkedIn, Snapchat, and Instagram; all of which the...

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Crayon
Blog Post
  • Who is responsible for competitive intelligence in an organization? Is it the VP Marketing? Product marketer? Business strategy lead? CEO? Is there a single owner or should it be owned by everyone? There’s no perfect arrangement that will work for every company, and as a result, every company takes their own approach to tackling competitive intelligence. In the 2018 State of Market Intelligence Re...

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Crayon
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  • Monitoring is essential to any competitive intelligence strategy, as it allows a company to stay on top of what competitors are doing at all times. The 2018 State of Market Intelligence Report uncovers current practices of how companies are monitoring their competitors and approaching their market research efforts. To understand the practices around competitor and market intelligence monitoring,...

Crayon
Crayon
Blog Post
  • One big challenge facing marketers today is setting goals and proper key performance indicators (KPIs) for their market and competitive intelligence (MI/CI) strategies. It is for this very reason that Crayon asked over 700 professionals in the industry for their feedback on this topic in the 2018 State of Market Intelligence Report.

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Crayon
Blog Post
  • A new year is upon us, and with it annual plans with new key initiatives for 2018. While you are crafting and executing your plan, so are your competitors… how will your plan succeed in light of their efforts? What if you knew where they were going to invest so you could get ahead of the game with your own strategy? There are signals hidden everywhere that allow you to pick up on your competitors...

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  • Keeping tabs on your competitors involves more than monitoring their announcements or online reviews. Competitive intelligence requires analysis in order to turn information into actionable insights. But that process isn’t easy - how do you get the right intelligence, how do you draw conclusions from that data, and what do you do with that analysis? Here are a few steps to get you started with spo...

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Crayon
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  • The following post was written by Zach Golden, Consultant at Anova Consulting Group, a leading provider of B2B win loss analysis. There is nothing quite like the feeling of closing a sale with a successful team effort, especially when up against a top competitor. But after the celebration fades, how often do teams have an accurate sense of which aspect of the offering or sales process resonated w...

Crayon
Crayon
Blog Post
  • You work hard to stay on top of your competitors’ moves. You sift through big and small changes alike, and analyze the data to identify trends and strategies. What then? One of the biggest challenges with making use of competitive intelligence is distributing that intel to the relevant stakeholders within your organization.

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