Marketing Roundtable January 2021 meeting

Passive Sonar

Making the Most of

Competitive Intelligence

When:             Thursday, Jan 14                                                                        Click HERE to register.

8:00-9:30 a.m.


Where:           Online

Host:                     Susan Corscadden – Zonar Systems 

(425) 466-7638

Rick Bechtel:  (206) 351-8604

Moderator:       John Judge -- Sr. VP & Chief Revenue Officer

Crayon Competitive Intelligence

(503) 936-4587

                           NOTE: This will be a virtual meeting.  Please register using the link above.

                      You will receive the link(s) and instructions closer to the meeting date.


Who owns “Competitive Intelligence (CI)” in your company? Sales?  Product?  Marketing?  A combination of each?

Unless you are one of the lucky few who have a robust, dedicated (aka expensive) market research team in-house, this business critical function often gets lost—only to be brushed off once a year for annual planning purposes, or by rearing its ugly head when a competitive emergency develops.

Why do we put CI on the back-burner when we know real-time competitive insights enable sales to win more deals, improve marketing performance to break through crowded markets, and inform product and executive strategy to build winning products.

Join us for a lively discussion with Chief Revenue Officer John Judge of Crayon – a market and competitive intelligence company that uses digital technologies to track, analyze, and act on everything happening outside your four walls in… wait for it… real-time.  Join us to learn about:

    --  The value of CI and how it’s historically been collected

    --  The current state of competitive intelligence

    --  How tech is being leveraged to automate research, communicate across the org, and impact revenue

    --  How customers leveraging CI tech are measuring success and proving value and ROI

John Judge is Senior VP of Sales and Chief Revenue Officer for Crayon.  Prior to joining Crayon, he served as was SVP of Sales at WordStream, where he led a team that doubled revenue, resulting in the successful strategic acquisition of the company.  John has been a sales and marketing leader across a number of successful technology companies, Including Datawatch, Iron Mountain, and Novell.

Discussion questions:

  • Do you utilize competitive intelligence today?  If so, what approaches and/or techniques do you employ?  With what results?  How have they evolved?  Do you have specific KPIs surrounding CI?

  • How do you measure CI impact/success? What specific deliverables does it produce for you?  Which do you find most impactful?  Least impactful?  Are there CI deliverables you haven't yet explored?

  • What is the most painful part of the CI process, as you’ve experienced it? (e.g. signal-to-noise ratio, manual research, etc.)

  • If you don’t currently utilize CI, are you contemplating it for the coming year?  If so, do you have specific KPIs or objectives in mind?  How do you plan to measure ROI (if at all)?