Crayon Announces Sparks, the First AI-Analysis Tool that Transforms Data Overload into Actionable Enablement

Call Clips for Gong Also Unveiled to Deliver Real-Time Competitive Insights from Call Recordings

In the literal sense, a spark ignites or triggers something — whether that be an electrical discharge, the creation of light or even an idea.

For competitive enablement teams constantly digging through and reviewing vast amounts of competitive data, finding that one flicker of an insight seems impossible. Why is that?

The Era of Intel Overload 

In the early days of compete, the biggest challenge in competitive intelligence was figuring out what your competitors were up to — without digital channels. Relying on offline sources meant you had to find creative ways to gather competitive data. 

Fast forward to today where competitive enablement teams are grappling with a much different challenge. There is now TOO much data. There’s competitor data online (websites, reviews, news), within sales calls, captured in win-loss interviews, on internal Slack/Teams discussions, in newsletter documents, etc. etc. etc. Teams don’t have the bandwidth to review all of this data and then quickly turn it into actionable enablement for their sales teams — and enablement is desperately needed. After all, two-thirds of your opportunities on average are competitive. 

But there’s also a secondary challenge for today’s compete programs — they’re missing critical field intel. Day in and day out revenue teams are having conversations with prospects and customers, and within these conversations is a veritable goldmine of insights. Teams just need a way to tap into these conversations (quickly!) to get a fuller picture of their competitors.

If only there was a way to turn this data overload into actionable enablement…. 

Introducing Sparks, the very first AI-based research tool that automatically analyzes competitive data across 100+ insight types and then produces instant deliverables.

With Sparks, that mountain of competitive data becomes a strategic advantage. 

Sparks can.....  

• Turn thousands of forum threads and help articles into sales talk tracks in seconds 
• Summarize a quarter’s worth of news and website changes into a SWOT analysis with the click of a button
• Organize the most pressing win loss takeaways from your top competitor 
• Analyze online reviews for consistent themes 
• Pinpoint the most interesting news from the previous week access hundreds of articles

And these are just a handful of the hundreds of use cases for Sparks.

But we went further.

If you could point Sparks at any data source, what would you pick? Hint: what data source has the most actionable competitive intel?

Introducing Call Clips for Gong. If you use Gong for call recordings, you can now get summarized call clips from conversations about your competitors —  automatically, in real-time. The best part? This is part of Sparks. Take thousands of hours of calls and transform them into actionable sales enablement – battlecard tiles, SWOT analysis, and more! (Chorus and other call recording software tools coming soon).

How Does Sparks Work?

Within Crayon users can select the data sources (insights) they want to analyze, as well as the type of analysis. Users can choose from a set of pre-built templates, or write their own research prompts. For example, a Spark can be set up for competitor Acme’s messaging and positioning across call recordings within the last year.

This Spark will:  

For you to then: 

• Share this insight on a new battlecard tile 
• Use this analysis for some upcoming enablement training 
• Send the summary to the executive team for a strategy session 
• And more — there are thousands of use cases for Sparks! 

To stay in the know, users can schedule Sparks to run weekly or monthly, getting these critical updates sent via email as well as directly within Crayon.

Reignite your Competitive Enablement with Sparks  

With Sparks, you’re not just adopting a new tool—you’re transforming the way your organization competes. And as you speed up your ability to curate and analyze competitive insights, you now have time for all those other items on the growing to-do list. Automate your analysis and amplify your Impact with Sparks.

Transform your competitive efforts today — see Sparks in action!