Case Study: MURAL expands competitive intelligence across teams with Crayon

How Crayon helped the Product Marketing team at MURAL go beyond enabling sales to support marketing, product development, and executive decision-making

MURAL, a collaborative intelligence and digital whiteboarding company, faced a surge in competition as the pandemic accelerated remote work and the category became crowded with new and expanding rivals. To keep up, the company needed a faster, more centralized way to manage competitive intelligence and support not just sales, but also marketing, product, and executive teams. Crayon provided the competitive intelligence platform MURAL used to organize and monitor market activity.

With Crayon, MURAL centralized its competitive intelligence in one hub, using daily Insights feeds, updated battlecards, and organized reporting to keep teams informed and ready to act. The solution helped MURAL move from manual, outdated spreadsheets and documents to a continuously updated system that improved sales preparedness, onboarding, and cross-functional decision-making. While no hard numerical uplift was given, Crayon enabled MURAL to up-level its competitive intelligence efforts across the organization and stay on top of news and insights that mattered.

MURAL

Sean Lauer

Head of Product Marketing