Crayon

What Is Crayon?

Crayon is a competitive intelligence platform that continuously tracks changes across your competitors' digital presence — website copy, pricing pages, product announcements, job postings, social media, and press releases. Instead of manually monitoring competitors periodically, Crayon automates the surveillance and surfaces changes that matter to your sales and marketing teams.

What Crayon Tracks

Crayon monitors competitor websites at the page level, detecting changes in messaging, pricing, feature descriptions, and calls to action. It also tracks job postings (a proxy for investment areas), press mentions, review sites like G2 and Capterra, social media activity, and SEC filings. All changes are timestamped and categorised, creating an auditable timeline of every significant competitor move.

Battlecards & Sales Enablement

A primary use case is generating competitive battlecards — concise documents that arm sales reps with objection handling, feature comparisons, and "why us vs them" messaging for specific competitors. Crayon automates battlecard updates by surfacing new competitor changes and allowing product marketing teams to push updated cards to sales reps via Salesforce, Slack, or the Crayon app.

Integrations & Pricing

Crayon integrates with Salesforce, Slack, HubSpot, Highspot, Seismic, and other sales and marketing tools. It is priced at enterprise levels — typically requiring a sales conversation for custom pricing — reflecting its positioning as a platform for mid-market to enterprise revenue teams where competitive intelligence directly impacts six-figure deals.