Expert insights. Personalized for you.
We’ve talked at length about brand positioning on the Crayon blog—from creating positioning maps to identify where your brand exists in the competitive landscape, to crafting messaging hierarchies that arm your marketing and sales teams with a layered set of selling propositions. MORE
For your company’s new product to succeed, a lot of dominoes need to fall. It needs to relieve the right pain points. It needs to be priced appropriately. It needs to stand out—functionally or otherwise—from alternatives in the market. MORE
So, you’re getting ready to conduct a SWOT analysis — fantastic! Whether you’re a marketer, an executive leader, a competitive intelligence (CI) professional, or someone else entirely, you’re on your way to making smarter and more impactful decisions. MORE
According to our 2021 State of Competitive Intelligence Report , 99% of survey respondents found value in monitoring their competitors' website changes. MORE
As your market saturates, connecting with your target audience becomes increasingly difficult. With each new competitor that pops up, you have to work that much harder to say something unique—something that differentiates your company's product from its alternatives. MORE
To be successful in a crowded marketplace, it is important to understand the competitive advantages of your company’s solution against its alternatives. Enterprises must be well-versed in their competitors’ product strategies, offerings, and features. MORE
Win/loss analysis is an essential practice for anyone who wants to better understand their competitive landscape and continuously optimize processes across sales, marketing, product management, and beyond. Why do we win some deals and lose others? How often do we win against Competitor XYZ? MORE
Unless you’re subscribed to the Crayon blog, you’re most likely reading this because you Googled “pre-call planning.”. If that’s the case, you probably noticed that there are a lot of blog posts on this subject. You may have even read some of them. MORE
The difference between product marketing and product management is not an especially clear one. MORE
While your company may have a strong grasp of what’s happening internally, understanding what’s happening externally in your marketplace is critical for sound decision-making. MORE
Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of the Product Marketing Spotlight Series, we shine the light on Elvis Lieban of Gong. MORE
In the battle against competitors for sales, a positioning statement gives brand stakeholders much-needed ammunition. Across marketing and sales channels, you need to know how to promote your product in a way that differentiates it from the field. MORE
The more closely you align your sales and marketing teams, the better. When everyone is on the same page — from content marketers and demand gen specialists to BDRs and account executives — lead quality tends to improve, win rates tend to climb, and the business as a whole tends to grow. MORE
If your brand existed in a vacuum, it’d be easy enough to convey your unique selling proposition to a prospect. You’d be unique because you’d be the only game in town. Your product’s defining features would be yours and yours alone. If only. MORE
If you’re like most people, you can feel your market getting more and more competitive with each passing year. New startups emerge. Established companies steer into your lane. And all the while, you continue to go head-to-head with familiar foes. Competitive Analysis MORE
Sales enablement statistics are useful for a number of reasons. Maybe you’re new to the discipline and trying to quickly learn as much as possible. MORE
Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of the Product Marketing Spotlight Series, we shine the light on Mitchell Comstock of LeadIQ. MORE
Did you check out our post on messaging hierarchies ? If so, you know a little bit about brand promises. On the matrix of vital messaging for brands trying to convey their unique value proposition, the brand promise exists at the matrix’s most refined stage. MORE
More than two-thirds of competitive intelligence professionals say their in-house team is responsible for win/loss analysis. MORE
No matter how experienced you are as a product marketer, one aspect of the role that’s often a challenge is properly conveying the difference between features and benefits. You yourself may see the dividing line very clearly—it’s getting others up to speed that causes friction. MORE
At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered packages, or one-size-fits-all solutions? Do you price for volume, or for higher revenue per order? MORE
There’s more than one way to measure the success of your content marketing strategy. Traffic. Lead volume. Revenue. The list of KPIs is long, and it spans the entirety of your funnel. No matter what you’re focused on, differentiation is essential. MORE
We talk a lot about branding and messaging on the Crayon blog. Specifically, we’re interested in how companies can leverage messaging to position themselves as unique, best-in-class players in their verticals. MORE
Back-to-school season is always an exciting time of year. Classmates come together to trade tales of summertime adventure (and, eventually, employment). Teachers brainstorm new ways to engage and empower their students. Parents wonder how their kids are getting so old. Competitive Intelligence MORE
There are tons of moving parts when it comes to keeping up with your competitors’ digital footprints. Tracking your rivals’ social media movements, in particular, is critical due to its widespread usage across nearly every industry. MORE
Competitive analysis frameworks are indispensable for anyone who wants to extract meaning from intel and inspire action across their organization. When we talk about competitive intelligence, we’re talking about a three-step process: track, analyze, act. MORE
No one cares about the price of your SaaS product unless they’re interested in buying it. (Or Or they're interested in gathering competitive intel. But we'll set that aside for now.). MORE
Competitive advertising is a well-established practice in our modern media landscape. As the intensity of competition rises, so, too, does the difficulty of earning and maintaining the attention of your prospects. MORE
Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. MORE
Crafting a home run of a B2B value proposition is no easy task. Maybe your company is gearing up to launch a new product. Needless to say, you’ve got a lot on your to-do list: interviewing customers, researching competitors, developing a GTM strategy, and the like. MORE
Competitive intelligence (CI) is the process of tracking, analyzing, and activating information related to your competitors. MORE
Ask one hundred companies what a product marketer does, and you’re likely to get one hundred different descriptions. Product marketing is one of those roles that varies so much from industry to industry but also company to company within the same industry. MORE
No matter your industry or your product, your company likely has dozens of rivals (if not hundreds)—some of them direct competitors, some of them indirect competitors, and some of them aspirational competitors. MORE
Businesses have never been more agile than they are right now. Bringing a product to market , releasing a new feature, launching an ad campaign — these initiatives, though they will never be easy by any means, are not as daunting as they once were. MORE
Gathering competitive intelligence is a challenge. In fact, according to our survey of more than 1,000 CI professionals, it’s the toughest part of the job. On average, it takes up one-third of all time spent on the CI process (the other two parts of the process being analysis and activation). MORE
If I had to summarize the brand new 2021 State of Competitive Intelligence Report with a single word, I’d use the word revenue. Now more than ever, companies are growing their revenue by tracking, analyzing, and acting on their competitors’ movements. This raises an important question: How? MORE
In business, getting a leg up on the competition isn’t easy. And it’s made all the more difficult by the fact that, in most cases, everybody is trying to get an edge on the rest of the field. MORE
Work is stressful. At times, we all feel overwhelmed, be it because of a growing workload, a shrinking deadline or a hefty quota. What if, in addition to those traditional workplace worries, employees also felt that they couldn’t truly be themselves? MORE
Right off the bat, let’s make sure we’re on the same page in terms of definitions. In its simplest form, a market consists of buyers and sellers. Technically, we could also include suppliers, partners, regulators—but that’s an unnecessary level of complexity for this blog post. MORE
It’s a great day for the Crayon community! Today, we celebrate our 500th customer and $22M Series B. Let’s go!!! Crayon Updates MORE
Competitive battlecards (also known as competitor battlecards, or more simply as battlecards) can add a tremendous amount of value to your suite of sales enablement collateral. MORE
Win/loss analysis—the process of determining why deals are won or lost—yields insights that practically everyone across your organization can use to their advantage. Sales reps get insights that they can use to improve their objection-handling tactics. MORE
As Crayon fiercely commits to our diversity, equity, and inclusion initiatives, it has furthered our discussion around women in sales. Women represent only 39% of the workforce in sales despite women making up over half of the college-educated workforce. Crayon Updates MORE
Crayon
AUGUST 27, 2021
As your market saturates, connecting with your target audience becomes increasingly difficult. With each new competitor that pops up, you have to work that much harder to say something unique—something that differentiates your company's product from its alternatives.
Crayon
AUGUST 13, 2021
Right off the bat, let’s make sure we’re on the same page in terms of definitions. In its simplest form, a market consists of buyers and sellers. Technically, we could also include suppliers, partners, regulators—but that’s an unnecessary level of complexity for this blog post.
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Crayon
SEPTEMBER 17, 2021
Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of the Product Marketing Spotlight Series, we shine the light on Mitchell Comstock of LeadIQ.
Crayon
AUGUST 20, 2021
We talk a lot about branding and messaging on the Crayon blog. Specifically, we’re interested in how companies can leverage messaging to position themselves as unique, best-in-class players in their verticals.
Crayon
JULY 30, 2021
More than two-thirds of competitive intelligence professionals say their in-house team is responsible for win/loss analysis.
Crayon
AUGUST 18, 2021
No matter how experienced you are as a product marketer, one aspect of the role that’s often a challenge is properly conveying the difference between features and benefits. You yourself may see the dividing line very clearly—it’s getting others up to speed that causes friction.
Crayon
AUGUST 11, 2021
There are tons of moving parts when it comes to keeping up with your competitors’ digital footprints. Tracking your rivals’ social media movements, in particular, is critical due to its widespread usage across nearly every industry.
Crayon
JULY 21, 2021
In business, getting a leg up on the competition isn’t easy. And it’s made all the more difficult by the fact that, in most cases, everybody is trying to get an edge on the rest of the field.
Crayon
SEPTEMBER 10, 2021
While your company may have a strong grasp of what’s happening internally, understanding what’s happening externally in your marketplace is critical for sound decision-making.
Crayon
JULY 28, 2021
Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge.
Crayon
JULY 23, 2021
Win/loss analysis—the process of determining why deals are won or lost—yields insights that practically everyone across your organization can use to their advantage. Sales reps get insights that they can use to improve their objection-handling tactics.
Crayon
SEPTEMBER 8, 2021
Unless you’re subscribed to the Crayon blog, you’re most likely reading this because you Googled “pre-call planning.”. If that’s the case, you probably noticed that there are a lot of blog posts on this subject. You may have even read some of them.
Crayon
AUGUST 23, 2021
Back-to-school season is always an exciting time of year. Classmates come together to trade tales of summertime adventure (and, eventually, employment). Teachers brainstorm new ways to engage and empower their students. Parents wonder how their kids are getting so old. Competitive Intelligence
Crayon
AUGUST 4, 2021
At all business levels—and especially at the enterprise level—product pricing can be a challenging yet vital activity. How much should your company’s products cost? Should you go with tiered packages, or one-size-fits-all solutions? Do you price for volume, or for higher revenue per order?
Crayon
JULY 14, 2021
No matter your industry or your product, your company likely has dozens of rivals (if not hundreds)—some of them direct competitors, some of them indirect competitors, and some of them aspirational competitors.
Crayon
SEPTEMBER 3, 2021
Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy. In this edition of the Product Marketing Spotlight Series, we shine the light on Elvis Lieban of Gong.
Crayon
JUNE 2, 2021
Competitive battlecards (also known as competitor battlecards, or more simply as battlecards) can add a tremendous amount of value to your suite of sales enablement collateral.
Crayon
APRIL 14, 2021
The more closely you align your sales and marketing teams, the better. When everyone is on the same page — from content marketers and demand gen specialists to BDRs and account executives — lead quality tends to improve, win rates tend to climb, and the business as a whole tends to grow.
Crayon
JULY 9, 2021
Crafting a home run of a B2B value proposition is no easy task. Maybe your company is gearing up to launch a new product. Needless to say, you’ve got a lot on your to-do list: interviewing customers, researching competitors, developing a GTM strategy, and the like.
Crayon
JULY 7, 2021
Did you check out our post on messaging hierarchies ? If so, you know a little bit about brand promises. On the matrix of vital messaging for brands trying to convey their unique value proposition, the brand promise exists at the matrix’s most refined stage.
Crayon
JANUARY 21, 2021
So, you’re getting ready to conduct a SWOT analysis — fantastic! Whether you’re a marketer, an executive leader, a competitive intelligence (CI) professional, or someone else entirely, you’re on your way to making smarter and more impactful decisions.
Crayon
JULY 16, 2021
For your company’s new product to succeed, a lot of dominoes need to fall. It needs to relieve the right pain points. It needs to be priced appropriately. It needs to stand out—functionally or otherwise—from alternatives in the market.
Crayon
JUNE 29, 2021
Competitive intelligence (CI) is the process of tracking, analyzing, and activating information related to your competitors.
Crayon
APRIL 28, 2021
If your brand existed in a vacuum, it’d be easy enough to convey your unique selling proposition to a prospect. You’d be unique because you’d be the only game in town. Your product’s defining features would be yours and yours alone. If only.
Crayon
FEBRUARY 9, 2021
Ask one hundred companies what a product marketer does, and you’re likely to get one hundred different descriptions. Product marketing is one of those roles that varies so much from industry to industry but also company to company within the same industry.
Crayon
APRIL 9, 2021
The difference between product marketing and product management is not an especially clear one.
Crayon
JUNE 25, 2021
According to our 2021 State of Competitive Intelligence Report , 99% of survey respondents found value in monitoring their competitors' website changes.
Crayon
AUGUST 16, 2021
As Crayon fiercely commits to our diversity, equity, and inclusion initiatives, it has furthered our discussion around women in sales. Women represent only 39% of the workforce in sales despite women making up over half of the college-educated workforce. Crayon Updates
Crayon
MAY 5, 2021
In the battle against competitors for sales, a positioning statement gives brand stakeholders much-needed ammunition. Across marketing and sales channels, you need to know how to promote your product in a way that differentiates it from the field.
Crayon
APRIL 16, 2021
Businesses have never been more agile than they are right now. Bringing a product to market , releasing a new feature, launching an ad campaign — these initiatives, though they will never be easy by any means, are not as daunting as they once were.
Crayon
MAY 18, 2021
Gathering competitive intelligence is a challenge. In fact, according to our survey of more than 1,000 CI professionals, it’s the toughest part of the job. On average, it takes up one-third of all time spent on the CI process (the other two parts of the process being analysis and activation).
Crayon
APRIL 30, 2021
Sales enablement statistics are useful for a number of reasons. Maybe you’re new to the discipline and trying to quickly learn as much as possible.
Crayon
MARCH 25, 2021
If I had to summarize the brand new 2021 State of Competitive Intelligence Report with a single word, I’d use the word revenue. Now more than ever, companies are growing their revenue by tracking, analyzing, and acting on their competitors’ movements. This raises an important question: How?
Crayon
MAY 7, 2021
Win/loss analysis is an essential practice for anyone who wants to better understand their competitive landscape and continuously optimize processes across sales, marketing, product management, and beyond. Why do we win some deals and lose others? How often do we win against Competitor XYZ?
Crayon
MAY 4, 2021
It’s a great day for the Crayon community! Today, we celebrate our 500th customer and $22M Series B. Let’s go!!! Crayon Updates
Crayon
JULY 1, 2021
To be successful in a crowded marketplace, it is important to understand the competitive advantages of your company’s solution against its alternatives. Enterprises must be well-versed in their competitors’ product strategies, offerings, and features.
Crayon
MAY 25, 2021
Competitive analysis frameworks are indispensable for anyone who wants to extract meaning from intel and inspire action across their organization. When we talk about competitive intelligence, we’re talking about a three-step process: track, analyze, act.
Crayon
FEBRUARY 17, 2021
If you’re like most people, you can feel your market getting more and more competitive with each passing year. New startups emerge. Established companies steer into your lane. And all the while, you continue to go head-to-head with familiar foes. Competitive Analysis
Crayon
JUNE 16, 2021
We’ve talked at length about brand positioning on the Crayon blog—from creating positioning maps to identify where your brand exists in the competitive landscape, to crafting messaging hierarchies that arm your marketing and sales teams with a layered set of selling propositions.
Crayon
MARCH 30, 2021
No one cares about the price of your SaaS product unless they’re interested in buying it. (Or Or they're interested in gathering competitive intel. But we'll set that aside for now.).
Crayon
MAY 11, 2021
Competitive advertising is a well-established practice in our modern media landscape. As the intensity of competition rises, so, too, does the difficulty of earning and maintaining the attention of your prospects.
Crayon
MARCH 3, 2021
As consumers, we often make purchases without the intention of problem-solving. But when we make the mental shift from consumer mode to business mode, our buying behaviors change.
Crayon
JUNE 21, 2021
Work is stressful. At times, we all feel overwhelmed, be it because of a growing workload, a shrinking deadline or a hefty quota. What if, in addition to those traditional workplace worries, employees also felt that they couldn’t truly be themselves?
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