Every PMM knows the drill: A sales rep pings you before a call—“How do we compete against [Competitor]?” or “Do we have a battlecard on them?”

You drop what you're doing, dig through your compete content, and send them content—only to realize it’s outdated. Now, you’re stuck scrambling to update it, trying to review the latest insights while the rep is already heading into their call.

This isn't just frustrating—it’s an industry-wide problem. According to the State of Competitive Intelligence report, the numbers prove it:

58% of CI professionals struggle to keep battlecards and CI content updated, spending hours manually collecting and analyzing intel.
41% of sales teams don’t use battlecards as much as their CI teams would like, and seller confidence in competitive enablement is a dismal 59/100.
Most battlecards are already outdated by the time sellers need them—only 26% of CI teams update battlecards monthly, while 41% rely on an ad-hoc approach.

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The problem? Competitive intelligence is stuck in a constant maintenance loop. When content is outdated, sellers lose trust—and deals. But keeping them fresh takes time PMMs don’t have.

Enter -- Sparks Content. As of today, your battlecards & competitive talk tracks are 100% up-to-date, 100% of the the time.

Sparks Content - Here’s What’s Launching:

Competitive intelligence has always been a battle against information overload—too much data, too little time, and critical insights buried in the noise. That’s why we originally built Sparks.

We started by automating competitive research, eliminating the need for PMMs to manually sift through updates, news, and sales calls. But research alone isn’t enough. Now, Sparks is evolving from research to execution. With Sparks Content, PMMs can update battlecards in seconds, competitive insights flow directly to Sales, and CI teams have more time to focus on strategy—not maintenance.

Here’s how:

Simplified Sparks — No More Guesswork

Sometimes deciding on which data to analyze is half the battle. With Simplified Sparks, you can now select a template, and Crayon generates a ready-to-use competitive analysis—no filtering, no digging.

Example: Instead of spending hours analyzing a competitor’s latest product roadmap shift, you select the ‘Product Update’ template. Sparks delivers a breakdown with positioning recommendations for Sales and you send it to team - enabling them in seconds.

Why this matters: You don’t need to be an AI expert to get AI-powered insights. Whether you’re new to competitive intelligence or a seasoned expert, Sparks makes advanced analysis accessible and actionable in just one click.

Automated Sparks — CI on Autopilot

Unlike other solutions that offer rigid automation, Automated Sparks is fully customizable. Set up your own prompts, define exactly what data you want analyzed, and receive tailored insights—without lifting a finger.

Example: Your CEO asks every Monday, "What’s the latest competitor activity?" Instead of pulling updates manually, Sparks auto-generates a weekly report with pricing changes, product launches, and key objections—delivered straight to leadership.

Why this matters: A strong compete program fuels confidence across the org. Leadership stays informed, Sales stays prepared, and PMMs gain back time to focus on strategy instead of scrambling for updates. When competitive insights flow effortlessly, everyone wins more deals

Sparks to Battlecards — Instant Content Creation

Now, Sparks doesn’t just analyze competitive moves—it helps you keep battlecards up-to-date. With one click, you can convert Sparks analysis into instant battlecard updates, ensuring Sales is always working with the latest intel.

Example: You just ran a Spark analyzing competitor pricing updates. In seconds, you can add the key insights directly to the relevant battlecard.

Why this matters: Sales stops using outdated intel. PMMs stop spending hours manually updating battlecards. Everyone wins.

Sparks to Compete Hub/Slack/Teams — Seamless Distribution

Sparks ensures that critical competitive insights reach Sales where they already work—Slack, Teams, CRM, and email—without extra effort.

Example: After running a Spark on competitor product updates, you choose to instantly share the key takeaways via Slack and email through Compete Hub. Sales reps get real-time alerts on critical changes so they’re always prepared.

Why this matters: Insights are only useful if they reach the right people, at the right time. Leveraging Sparks with Compete Hub ensures Sales your team always has the intel they need—no more searching.

Refresh - AI-Powered Recommendations

Imagine never manually updating a battlecard again. Sparks will soon proactively suggest updates based on real-time competitor movements—keeping CI fresh with minimal effort.

Example: You run a Spark analyzing recent competitor activity, and Sparks automatically flags key changes and recommends an update to the relevant battlecard.

Why this matters: This is the evolution of battlecard maintenance. Instead of manually updating content with competitor changes, Sparks does the work for you.

With Sparks Content, every feature works together to further streamline competitive intelligence—automating analysis, simplifying updates, and delivering insights seamlessly. The result? A faster, more efficient compete program that keeps your team ahead without the manual effort.

Another Major Step in the Future of Competitive Intelligence

Now, imagine a different scenario.

A rep pings you before a big sales call—not to ask if a battlecard exists, but because they already got the latest insights in Slack that morning.

No scrambling. No outdated intel. Sparks surfaces key insights, flags updates, and delivers real-time intelligence straight to Sales—before they even have to ask. The CI bottleneck is gone—replaced by a faster, smarter way to compete.

And this is just the beginning.

Automate Your Compete Program

This launch marks another step forward in Crayon’s vision of modernizing compete programs and enabling the AI-Powered PMM. By removing the manual effort of competitive intelligence research and analysis, content creation and distribution, we’re helping PMMs focus on the big picture - refining strategy, strengthening positioning, and empowering Sales with intelligence that truly moves the needle.

Sparks Content is live. Book a demo to see it in action.👇

Shannon De Marco

Shannon is a Marketing Manager at Crayon, where she leads initiatives that empower teams to excel in competitive strategy. She currently runs Crayon's Customer Advisory Board, fostering productive discussions that influence product roadmaps, and hosts office hours to provide customers with strategic insights and hands-on support.