Case Study: Kong boosts competitive intelligence adoption with Crayon

How Kong integrated Crayon into the company's sales and marketing programs, launching dozens of battlecards with a 70% adoption rate

Kong, a leading cloud API technology company, needed a better way to support its growing competitive intelligence efforts as it expanded into new product areas. The product marketing team was overwhelmed by manual intel collection, scattered requests in Slack, and the challenge of creating and maintaining battlecards at scale. To solve this, Kong turned to Crayon’s competitive intelligence platform.

Crayon helped Kong automate competitive intel collection, curation, and publication, while integrating with seven tools in the company’s tech stack and enabling self-service access for sales. Within 120 days, Kong launched 12 battlecards, achieved 60% sales adoption in the first 30 days, and reached 70% monthly battlecard usage across sales. The program also influenced $3.6 million in revenue, showing clear impact from Crayon’s solution.

Kong

Adam Jiroun

Product Marketing Manager