TL;DR: Clozd’s new integration with Crayon just made battlecards a whole lot better. Now your battlecards can give your sales reps competitive insights directly from your buyers about why you win and lose deals. Are you a Clozd or Crayon customer? Join the Early Access waitlist here.
Are your reps obsessed with winning?
The best sales reps have one obsession: Winning.
In two-thirds of all your deals today, you’ll go head-to-head against a competitor—and good revenue leaders will do everything they can to make sure their teams have the tools they need to win more often than they lose.
This includes creating well-researched battlecards, which sales reps rely on to demonstrate to their buyers exactly what sets their products and services apart from the competition.
Historically, a useful battlecard is built on a strong foundation of input from top-performing sales reps. For most companies, their internal experts are the most convenient and accessible source for understanding why they win and lose.
But a sales rep’s perspective is never perfect—their point of view is inherently biased, and they can only provide one side of the story leaving old-school battlecards with a glaring weakness.
Win-loss data from sales reps is less accurate
than you think
Clozd recently conducted research to better understand how accurate sales reps are at summarizing the reasons they win and lose deals. We compared the CRM data (provided by sales reps) from 1,000 competitive closed-lost deals to what buyers actually said about why the deal was lost.
When asked to identify which competitor the deal was lost to, the CRM data failed to match the buyer-identified competitor 65% of the time.
Even more surprising, when asked to identify why the deal was lost, the sales rep was wrong 85% of the time.
During win-loss interviews, buyers regularly list 4–5 reasons why a deal fell through, while sellers could only identify one of those reasons 15% of the time.
So, why is there such a significant disconnect? Often it’s because buyers don’t share the real reasons behind their decision, so sales reps are left to fill in the gaps with guesses and assumptions.
“We tried to get information on our own, but sometimes customers are more closed in terms of what they’ll share with us. So we thought using a third party could help uncover some details they just weren’t sharing with us—and we found that partnering with Clozd really helped them to be more open and transparent.”
Kathy Hassett | Vice President of Customer Success and Renewals at Xactly
If you want your battlecards to contain an accurate and comprehensive summary of why you win and lose deals, you need to include the buyer’s perspective. That data, however, has historically been too expensive and time-consuming for companies to gather, analyze, organize, and distribute at scale …
… until now.
Clozd + Crayon partnership
Clozd, the leading provider of win-loss analysis technology and services, has partnered with Crayon, the premier competitive intelligence platform, to enable revenue teams to instantly view Clozd interviews and surveys as new insights within their Crayon feed.
This unique integration means Crayon and Clozd customers can now:
- Add Clozd interview and survey data to Crayon assets. With one click, CI program owners can populate enablement materials such as battlecards and newsletters (stored in Crayon) with important interview or survey details.
- Discover key trends within Clozd summaries. Crayon’s word cloud and keyword matching tools can easily uncover potential trends from a competitor—all based on a Clozd interview or survey summary.
- Automate tracking and alerts with Saved Searches. Effortlessly build comprehensive Saved Searches in Crayon that incorporate Clozd win-loss transcripts alongside hundreds of other insight types.
- Incorporate interviews and surveys directly into Compete Hub. With the release of Compete Hub, Crayon customers have a dynamic, real-time feed of the most critical competitive insights. The new integration takes key insights from interviews and surveys and quickly turns them into Compete Hub announcements.
“Competitive intelligence owners and sales teams now have a level of insight they never thought possible,” said Jonah Lopin, CEO of Crayon. “As a result, these teams will be more empowered to act on win-loss data.”
The integration allows customers to access win-loss analysis directly from the Crayon platform, providing a 360-degree view of their market position and competitive landscape. With Clozd's advanced analytics, they can understand their strengths and weaknesses in detail and fine-tune their strategies based on concrete data. This combination will unlock insights that are both detailed and expansive, enabling businesses to stay ahead in a rapidly changing market.
“Combining our industry-leading win-loss data with Crayon’s AI-driven competitive analysis engine puts the most important buyer and competitive intel together under one roof,” said Andrew Peterson, CEO and co-founder of Clozd. “Companies can now arm their sales teams with real-time win-loss intelligence—and it’s never been easier.”
Want to learn more about how you can get valuable win-loss insights onto your Crayon battlecards? Click here.