The Stakes Have Never Been Higher

Competitive pressure is rising fast. 

According to Crayon's research, sellers are going head-to-head with competitors in 68% of deals — yet most companies are struggling to win. Why?

The average team rates itself a 3.8 out of 10 in competitive selling which is costing them $2 to $10 million a year in deals they could have won. 

Compete Programs are Disconnected from Sales

52% of compete programs don't have a sales executive sponsor — yet 85% of these same programs identify sales enablement as their responsibility.

Less than a third of compete programs engage with sales daily or weekly and a staggering 44% of companies lack competitor visibility within their CRM.

Insights from Buyers, Sellers, and Deals are the Top Sources of Competitive Intel

The most successful companies combine intel from the web with go-to-market insights gathered directly from the field — including conversations with buyers, feedback from sellers, and real deal dynamics.

Companies who use conversational intelligence tools (e.g. Gong, Chorus) for compete are increasing sales effectiveness by 82%. 

AI is Reshaping Competitive Intelligence

Compete teams saw a remarkable 76% year-over-year increase in AI adoption. Even more striking: 60% now use AI daily — up 25% from last year.

Summarizing content and analyzing large amounts of data were reported as the top AI use cases.