Competitive Intelligence

For many product marketers, competitive intelligence (CI) is often a side task, with battlecard updates and training happening only quarterly. In contrast, I've cultivated a data-driven culture of competitive intelligence, leveraging crowd-sourced insights to inform sales strategies and refine product messaging and positioning. This approach has transformed Sales into active stakeholders in CI, creating a feedback loop that ensures our sellers always have the latest and most effective competitive intelligence at their fingertips.

Building A CI Culture

Building a CI culture results in a program that benefits both Sales and Marketing. Here's the approach I've used in my last three companies to jumpstart the culture.

Results

I modernized CI at SafeGuard Cyber by implementing Crayon.co to dynamically track 40+ competitors and influence $100K in revenue in its first quarter of use.