Crayon
Overview
Crayon is a competitive intelligence software company that leverages AI to help businesses track competitors, analyze market trends, and enable sales teams to win more deals. Their platform provides real-time insights and analytics, allowing companies to stay ahead of the competition by understanding and responding to market dynamics effectively.
Industry: Software
Ideal Customer Profiles: Crayon's ideal customers are businesses that require competitive intelligence to enhance their sales and marketing strategies. This includes large enterprises with dedicated sales teams, market intelligence departments, and companies in highly competitive industries looking to gain a strategic advantage.
Website: crayon.co
LinkedIn: http://linkedin.com/company/crayon-co
Twitter: http://x.com/crayon
Products
Crayon AI
Crayon AI uses advanced AI technologies to filter and prioritize competitive insights, reducing noise and focusing on the most impactful data.
Features
Crayon Answers
Description: Provides real-time, AI-powered competitive insights integrated with communication tools like Slack and Teams, allowing for seamless information flow and collaboration.
Benefit: Enables teams to access critical competitive insights quickly and efficiently, improving decision-making and strategic planning.
Intelligent Filtering
Description: Automatically filters out irrelevant data, allowing users to focus on the most important insights that impact their competitive strategy.
Benefit: Saves time and resources by reducing the amount of data that needs to be manually reviewed, enhancing focus on strategic tasks.
AI-Powered Summarization
Description: Utilizes generative AI to create concise summaries of various content types, making it easy to digest and share important information.
Benefit: Improves communication efficiency by providing quick, digestible insights that can be easily shared across teams.
Sentiment Analysis
Description: Employs NLP to assess the sentiment of competitive insights, providing a nuanced understanding of market perceptions.
Benefit: Helps businesses gauge market sentiment and adjust strategies accordingly, enhancing market responsiveness.
Anomaly Detection
Description: Monitors competitors' digital activities and alerts users to significant deviations from normal patterns, indicating potential strategic shifts.
Benefit: Allows businesses to proactively respond to competitor actions, maintaining a competitive edge.
Analyze
Crayon's Analyze product automates the tracking of competitors' activities, capturing intelligence in real-time to provide comprehensive market insights.
Features
Real-Time Monitoring
Description: Continuously tracks competitors' activities, including website changes, pricing updates, and more, to provide up-to-date intelligence.
Benefit: Ensures businesses have the latest information to make informed strategic decisions.
Daily Insights Summary
Description: Delivers a daily summary of the most critical insights directly to users' inboxes, streamlining the information review process.
Benefit: Saves time and enhances productivity by focusing attention on the most relevant data.
Crayon Picks
Description: AI-driven feature that highlights the most significant new insights, ensuring users focus on high-impact information.
Benefit: Improves decision-making by prioritizing the most valuable insights.
Scalable Intelligence
Description: Provides scalable intelligence solutions that cut through data noise, offering clear and actionable insights.
Benefit: Enhances strategic planning by providing clear, actionable intelligence.
Uncover Hidden Insights
Description: Discovers intelligence that might otherwise be overlooked, providing a more comprehensive view of the competitive landscape.
Benefit: Gives businesses a competitive advantage by uncovering hidden opportunities and threats.
Enable
Crayon's Enable product focuses on distributing competitive insights effectively across organizations, enhancing sales and marketing efforts.
Features
Instant Insight Sharing
Description: Allows users to distribute new competitive insights instantly across various platforms like Slack, Teams, and email.
Benefit: Facilitates quick dissemination of critical information, ensuring all team members are informed and aligned.
Battlecard Templates
Description: Provides pre-designed templates for creating battlecards, equipping sales teams with essential competitive information efficiently.
Benefit: Saves time and resources in preparing sales materials, enhancing sales effectiveness.
Real-Time Feedback
Description: Enables real-time feedback on shared insights, allowing for continuous improvement and collaboration.
Benefit: Improves the quality and relevance of shared intelligence through collaborative input.
Highlighted Insights
Description: Highlights key insights for easy incorporation into battlecards, streamlining the information integration process.
Benefit: Enhances the efficiency of creating and updating sales materials.
Tool Integration
Description: Integrates competitive intelligence with tools like Slack, Teams, and Salesforce, ensuring easy access to information.
Benefit: Ensures that competitive insights are readily available within the tools teams already use, enhancing workflow efficiency.
Compete
Crayon's Compete product empowers sales teams with real-time competitive intelligence, helping them win more deals.
Features
Real-Time Intel Access
Description: Provides sales teams with immediate access to competitive intelligence within their existing tools, facilitating informed decision-making.
Benefit: Enhances sales effectiveness by ensuring teams have the latest competitive information at their disposal.
Competitor Analysis
Description: Offers detailed analysis of competitors involved in deals, including win rates and buyer preferences.
Benefit: Improves strategic sales planning by understanding competitive dynamics and buyer motivations.
Battlecard Integration
Description: Allows battlecards to be embedded in various sales tools, ensuring easy access to competitive information.
Benefit: Streamlines the sales process by integrating critical competitive insights directly into sales workflows.
Performance Tracking
Description: Tracks individual sales reps' performance in competitive situations, providing insights into areas for improvement.
Benefit: Enhances sales team performance by identifying strengths and areas for development.
Win Rate Improvement
Description: Demonstrates significant improvements in sales win rates through the use of competitive intelligence.
Benefit: Increases revenue and market share by improving the effectiveness of sales strategies.
Measure
Crayon's Measure product provides analytics to demonstrate the ROI of competitive intelligence programs, helping businesses optimize their strategies.
Features
Battlecard Usage Analytics
Description: Tracks the usage of battlecards by sales reps, providing insights into their effectiveness and adoption.
Benefit: Helps optimize sales materials by understanding usage patterns and effectiveness.
Competitive Win Rate Analysis
Description: Analyzes win rates against competitors, providing insights into competitive performance trends.
Benefit: Improves strategic decision-making by identifying successful strategies and areas for improvement.
Influenced Revenue Tracking
Description: Measures the revenue impact of battlecard usage, demonstrating the financial benefits of competitive intelligence.
Benefit: Justifies investment in competitive intelligence by quantifying its impact on revenue.
ROI Demonstration
Description: Provides concrete evidence of the return on investment from using Crayon's competitive intelligence tools.
Benefit: Supports business cases for continued investment in competitive intelligence by showcasing tangible results.
CI Program Effectiveness
Description: Offers tools to analyze and enhance the effectiveness of competitive intelligence programs.
Benefit: Ensures continuous improvement and optimization of competitive strategies.
Quantitative Benefits
"40% increase in battlecard adoption"
"$6 Million in influenced revenue achieved in less than a year"
"22% increase in competitive win rate"
"Crayon filters out 99% of noisy data so you can focus on the 1% that's most important to your competitive strategy."
"How Crayon helped Alteryx see a 40% increase in battlecard adoption across thousands of users in the first 60 days of..."
Source: Case Studies | Crayon
"How Crayon helped Salsify see a 22% increase in competitive win rates in the first year, with 78% of all competitive..."
Source: Case Studies | Crayon
"How Kong integrated Crayon into the company's sales and marketing programs, launching dozens of battlecards with a 70%..."
Source: Case Studies | Crayon
"Read about why 90 percent of ZoomInfo's sales team is now engaging with CI deliverables."
Source: Case Studies | Crayon
"Upserve improves win rate by 54% with Crayon competitive intelligence."
Source: Case Studies | Crayon
"How Crayon increased battlecard usage at Dropbox by 400%."
Source: Case Studies | Crayon
"In less than 6 months of using Crayon, the sales win rate in our most competitive segment has doubled, and our win rate against a top competitor has tripled to 95%."
Testimonials
"Crayon lets us scale to the thousands of go-to-market colleagues who we want to support with competitive intelligence."
Spencer Hong, Senior CI Analyst at Alteryx
"Competitive intelligence needs to be as easy as possible for sales reps to consume. Crayon is the ideal solution to meet that need."
Kathy Thomson, Manager, Market Intelligence at Cognism
"Crayon allows you to read between the lines of what your competitors are doing and quickly implement that into your enablement motion."
Nathan Teplow, Director of CI at Salsify
"Crayon helps me dial in on the intel that is most relevant … [and] allows me to focus on providing strategic value to my company rather than sifting through hundreds of insights to uncover key takeaways for my stakeholders."
Carolyn Klinger, Director of Market & Competitive Intelligence at Affinity
"Crayon makes our team more scalable. Given limited time and resources, Crayon enables us to leverage larger scale intelligence and cut through the noise other tools have presented. Crayon also finds intelligence we never would have found before."
Rob Bois, Senior Director, Product Marketing at Fuze
"I went into Crayon for the battlecards and got really excited about the competitive insights. They save me so much time. Everything I need is clearly highlighted and easy to incorporate directly back into the battlecards."
Lauren Basile, Marketing at ENA
"In less than 6 months of using Crayon, the sales win rate in our most competitive segment has doubled, and our win rate against a top competitor has tripled to 95%."
Alex Mackenzie, Director, Sales at Allego
Customer Stories
Alteryx
Problem: Needed to scale competitive intelligence support to thousands of go-to-market colleagues.
Value Add: Crayon provided a platform that allowed Alteryx to efficiently distribute competitive intelligence to a large number of employees.
Outcome: Achieved a 40% increase in battlecard adoption, enabling more effective competitive intelligence support across the organization.
Cognism
Problem: Needed an easy way for sales reps to consume competitive intelligence.
Value Add: Crayon provided an ideal solution to make competitive intelligence easily accessible and consumable for sales representatives.
Outcome: Achieved $6 Million in influenced revenue in less than a year, demonstrating the significant impact of easily accessible competitive intelligence on sales performance.
Salsify
Problem: Needed to improve competitive win rate and quickly implement competitive insights into enablement.
Value Add: Crayon allowed Salsify to analyze competitors' actions and rapidly incorporate insights into their sales enablement process.
Outcome: Achieved a 22% increase in competitive win rate, showing the effectiveness of Crayon in improving sales performance against competitors.
Kong
Problem: Needed to integrate competitive intelligence into sales and marketing programs
Value Add: Crayon helped launch dozens of battlecards and integrate CI into sales and marketing
Outcome: Achieved a 70% adoption rate for battlecards
Source: Case Studies | Crayon
ConnectWise
Problem: Needed to increase competitive intelligence adoption across global sales team
Value Add: Crayon provided tools and strategies for CI adoption
Outcome: Massive increase in competitive intelligence adoption across the global sales team
Source: Case Studies | Crayon
Viant
Problem: Needed to streamline competitive intelligence processes
Value Add: Crayon provided tools to streamline CI collection and distribution
Outcome: Successfully streamlined competitive intel processes
Source: Case Studies | Crayon
ZoomInfo
Problem: Needed to increase engagement with CI deliverables among sales team
Value Add: Crayon provided competitive intelligence tools and sales enablement resources
Outcome: 90 percent of ZoomInfo's sales team now engaging with CI deliverables
Source: Case Studies | Crayon
Rapid7
Problem: Needed to build an open and impactful culture of CI across the organization
Value Add: Crayon helped implement CI tools and strategies
Outcome: Built an open & impactful culture of CI, leading to measurable growth in nearly every area of the business
Source: Case Studies | Crayon
Fuze
Problem: Needed to cut through noise to stay ahead of competitors and sales requests
Value Add: Crayon provided competitive intelligence tools to filter and prioritize information
Outcome: Successfully cut through the noise to stay ahead of competitors and sales requests
Source: Case Studies | Crayon
Flatiron Health
Problem: Needed to establish differentiated strategies based on competitive signals
Value Add: Crayon helped pull competitive signals out of the noise
Outcome: Successfully established differentiated strategies based on competitive intelligence
Source: Case Studies | Crayon
Klaviyo
Problem: Needed to improve competitive win rates
Value Add: Crayon provided dynamic battlecards and real-time intelligence
Outcome: Improved competitive win rates
Source: Case Studies | Crayon
Amerifirst Home Mortgage
Problem: Needed to drive smart marketing investments
Value Add: Crayon provided competitive intelligence to inform marketing decisions
Outcome: Successfully drove smart marketing investments based on competitive intelligence
Source: Case Studies | Crayon
Upserve
Problem: Needed to improve win rate
Value Add: Crayon provided competitive intelligence tools and strategies
Outcome: Improved win rate by 54%
Source: Case Studies | Crayon
Rauland AMETEK
Problem: Needed to proactively enable sales to win deals and save time
Value Add: Crayon provided competitive intelligence tools and sales enablement resources
Outcome: Proactively enabled sales to win deals and saved hundreds of hours in the process
Source: Case Studies | Crayon
Mastercard
Problem: Needed to empower every corner of the organization with competitive intelligence
Value Add: Crayon provided CI tools and facilitated wargaming exercises
Outcome: Successfully empowered every corner of the organization with competitive intelligence
Source: Case Studies | Crayon
Kyriba
Problem: Needed to connect teams, enable Sales, and get major scoops on the competition
Value Add: Crayon provided competitive intelligence tools and strategies
Outcome: Successfully connected teams, enabled Sales, and got major scoops on the competition
Source: Case Studies | Crayon
ENA
Problem: Needed to demonstrate the impact of good product marketing
Value Add: Crayon helped implement effective product marketing strategies
Outcome: Successfully showed the entire ENA organization the impact of good product marketing
Source: Case Studies | Crayon
Dropbox
Problem: Needed to increase battlecard usage
Value Add: Crayon provided effective battlecard strategies and tools
Outcome: Increased battlecard usage by 400%
Source: Case Studies | Crayon
MURAL
Problem: Needed to support marketing, product, and executive teams beyond sales enablement
Value Add: Crayon provided comprehensive CI tools and strategies
Outcome: Successfully expanded CI support beyond sales to marketing, product, and executive teams
Source: Case Studies | Crayon
Allego
Problem: Competitive sales challenges in a specific market segment
Value Add: Crayon provided competitive intelligence and battlecards to improve sales performance
Outcome: In less than 6 months, the sales win rate in their most competitive segment doubled, and their win rate against a top competitor tripled to 95%
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