Competitive intelligence
Making competitive research useful in a sales conversation.
Alongside my credentialing portfolio responsibilities, I built and ran a company-wide program that turned buyer and competitor evidence into guidance sellers could use.
My role Company-wide program leadership, research, and seller enablement.
Watch the project storyMake insight useful in the conversation.
Competitive updates
Market signalsCustomer conversations
Questions · objectionsWin / loss insights
Deal contextThe challenge
Competitive knowledge was scattered across sales calls, CRM records, market monitoring, and individual teams. Sellers needed to know which patterns mattered in an active opportunity and how to respond.
My approach
Connect market research to buyer evidence
I combined market monitoring with Gong call intelligence and CRM win/loss signals. This helped focus the research on competitive themes showing up in actual buying conversations.
Make the right guidance easier to find
I rebuilt the competitive intelligence structure across Crayon and SharePoint, organizing battlecards by solution, buyer, and lifecycle. Sellers could find discovery guidance, objection handling, and sales plays in the context of their opportunity. Training supported use of the program.
Keep the PMM team in the loop
AI-assisted synthesis supported the research. The PMM team reviewed and refined the interpretation and seller guidance before use. I supported training and used field feedback to inform ongoing updates.
The outcome
The program supported competitive opportunities with shared guidance that sellers could use in discovery and objection handling. Ongoing training and feedback made the research part of commercial work, with product marketing responsible for its interpretation.