Into the Fray - The Competitive Intelligence Podcast

In this bonus holiday special, Zena Applebaum, VP of Product Marketing at Thomson Reuters, Phil Britton, Associate Director - Business Services Group at Sedulo Group, and Alysse Nockels, Senior Director of Competitive Intelligence at Palo Alto Networks join host Will Thompson, Director of Growth Marketing at Crayon, to discuss their book, 'A Practical Guide to Competitive Intelligence'.

In this episode of Into the Fray: The Competitive Intelligence Podcast, host Garrett Denney is joined by Matt Powell, Product Marketing Manager, Competitive and Market Intelligence. The pair discuss the differences and similarities in competitive intelligence at product-led and sales-led orgs.

In this episode of Into the Fray, host Will Thompson speaks to Matt Powell, Product Marketing Manager, Competitive and Market Intelligence at Later. During their chat, they discuss how Matt used Crayon to re-energize their brand building, better understand the reasons why their customers churn, and to gain firsthand experience of their competitor's products.

In this episode of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon is joined by Jennifer Roberts, Director of Market Strategy at ServiceTitan. This series has focused a lot on getting buy-in from your key stakeholders, how to build credibility as the primary driver of your CI efforts, and creating an ongoing conversation between you and your audience about this process in order to help build a better program. There hasn't been a conversation about training those stakeholders, turning them into little curators or providers of competitive intelligence. What we HAVE heard from other guests is that making other team members feel like participants in the process is immensely valuable, and this episode is all about how you can go off and do just that.

In this episode of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon is joined by Aaron Stillman, VP of Product Marketing & Education at AB Tasty. A CI program simply cannot be created in a vacuum, and Aaron has over four years of experience in making sure that everyone’s on-board by letting their true feelings be known about the process he’s building. In this episode, Erik and Aaron discuss just that: how to create an inclusive and collaborative CI program that key stakeholders can adjust to for company-wide success.

In this episode of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon is joined by Ryan Law, VP of Content at Animalz. Today’s guest doesn’t do product marketing for a living. He’s not an expert in win/loss analysis, and competitive intelligence isn’t something that he lists as a skill on his LinkedIn profile. Ryan's literally an authority on all things content marketing, and in this episode he discusses the other side of the competitive intelligence transaction - how he receives and internalizes great insights about rival solutions, and the ways that he uses that data to his advantage.

In this episode of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon, is joined by Matt Tyrer, Head of Competitive Intelligence at Commvault. Matt discusses the first steps he takes when trying to draw boxes around your competitors, creating those competitor segments, and the role of key stakeholders in the CI process. Erik also discussed how to prioritize product management and sales on the venn diagram, prioritization of competitors, and knowing when to re-prioritize your competitors.

In this episode of Into the Fray: The Competitive Intelligence Podcast, Penny Moran, Head of Competitive Intelligence at Zuora, joins host Erik Mansur, VP of Product Marketing at Crayon. Penny has extensive experience in competitive experience and in this episode, Erik delves into her knowledge of win-loss analysis, and how it can be used to learn more about your competition.

In this episode of Into the Fray: The Competitive Intelligence Podcast, Erik Mansur, VP of Product Marketing at Crayon, is joined by Steve Hernan, Senior Manager, Strategic Business Intelligence at Thermo Fisher Scientific. Erik and Steve discuss topics including: - The growth of the competitive intelligence industry, - Shifts in the competitive intelligence space, - Types of intelligence that drive the most impact, - The role of technology in the continued growth of competitive intelligence, and - How competitive intelligence professionals can help the industry grow.

In this episode of Into the Fray, Erik Mansur, VP of Product Marketing at Crayon, welcomes Holly Jackson, Head of Competitive Intelligence at Talkdesk for a discussion on how PMMs can build credibility as the owner of a CI program. Holly is a competitive intelligence expert with a passion for using data to uncover competitive insights and strategic advantages.

In the third installment of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon, is joined by Patrick Wall, Head of Competitive Intelligence at Imperva. The pair discuss how to create a culture of competitive intelligence within a company, and competition as a catalyst for collaboration.

In this episode of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon, is joined by August Jackson, Senior Director of Market and Competitive Intelligence at Deltek. The pair share their expertise and discuss the role of short and long-term planning in a competitive intelligence program, focusing specifically on how to plot a set of CI initiatives on a yearly or quarterly basis. Erik and August have left no page unturned, discussing a breadth of topics, including SWOT analysis, stakeholders, and KPIs.

In the first episode of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon is joined by Fiona Finn, Director of Product Marketing at jane.app. Erik and Fiona discuss the ROI of competitive intelligence, and how a product marketer can measure the success of their CI efforts. The confidence a product marketer can have on their metrics is also placed under the spotlight, and how to have tangible and intangible metrics.