Case Study: ConnectWise boosts competitive intelligence adoption with Crayon

How Crayon helped ConnectWise achieve a massive increase in competitive intelligence adoption, with the global sales team now relying on battlecards and other competitive assets to close more deals

ConnectWise, a software company providing IT solutions worldwide, needed a standardized way to collect, analyze, and share competitive intelligence across its global revenue teams. The seven-person product marketing team was responsible for CI, but competitive research was fragmented across SharePoint and other tools, leading to duplicated work, inconsistent battlecards, and poor visibility into the latest insights.

Crayon provided ConnectWise with a centralized competitive intelligence command center, including battlecards, competitive content, enablement materials, dashboards, and integrations with tools like Microsoft Teams, Salesforce, Seismic, and SharePoint. As a result, competitive intelligence adoption surged: the global sales team now relies on Crayon-powered assets to close deals, thousands of battlecard views were recorded in 2023, and at least 50% of the team views battlecards each quarter.

ConnectWise

Will Dowling

Product Marketing Manager