Clozd + Crayon Integration

Summary

Clozd’s new integration with Crayon enhances battlecards by providing sales reps with competitive insights directly from buyers about why deals are won or lost.

• ​Add Clozd interview and survey data to Crayon assets.
• ​Discover key trends within Clozd summaries.
• ​Automate tracking and alerts with Saved Searches.
• ​Incorporate interviews and surveys directly into Compete Hub.

Are your reps obsessed with winning?

The best sales reps are focused on winning. In two-thirds of deals, companies face direct competition, and revenue leaders strive to equip their teams with the tools needed to win more often. This includes creating well-researched battlecards, which help sales reps articulate what differentiates their products and services.

Traditionally, battlecards are built on input from top-performing sales reps, who are often the most accessible source for understanding win/loss reasons. However, sales reps' perspectives are inherently biased and only provide one side of the story, leaving traditional battlecards with a significant weakness.

Win-loss data from sales reps is less accurate than you think

Clozd conducted research comparing CRM data (from sales reps) on 1,000 competitive closed-lost deals to buyers' actual feedback. The findings were surprising:

• ​When identifying which competitor the deal was lost to, CRM data matched the buyer-identified competitor only 35% of the time.
• ​When identifying why the deal was lost, sales reps were correct only 15% of the time.
• ​Buyers typically list 4–5 reasons for a lost deal, while sellers could only identify one of those reasons 15% of the time.

This disconnect often occurs because buyers do not share the real reasons behind their decisions, leaving sales reps to fill in the gaps with 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

To create accurate and comprehensive battlecards, companies need the buyer’s perspective. Historically, gathering, analyzing, and distributing this data at scale has been too expensive and time-consuming—until now.

Clozd + Crayon partnership

Clozd, a leader in win-loss analysis technology and services, has partnered with Crayon, a premier competitive intelligence platform, to allow revenue teams to instantly view Clozd interviews and surveys as new insights within their Crayon feed.

This integration enables Crayon and Clozd customers to:

• ​Add Clozd interview and survey data to Crayon assets. CI program owners can populate enablement materials such as battlecards and newsletters with important interview or survey details.
• ​Discover key trends within Clozd summaries. Crayon’s word cloud and keyword matching tools help uncover trends from a competitor based on Clozd interview or survey summaries.
• ​Automate tracking and alerts with Saved Searches. Build comprehensive Saved Searches in Crayon that incorporate Clozd win-loss transcripts alongside other insight types.
• ​Incorporate interviews and surveys directly into Compete Hub. Crayon customers can access a real-time feed of critical competitive insights, with key insights from interviews and surveys quickly turned 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, companies can understand their strengths and weaknesses in detail and fine-tune their strategies based on concrete data. This combination unlocks 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.”

Customer Testimonials

"Clozd gave us insights into the 'why' we were winning deals."

— Ike Nwabah | VP of Marketing

"Outstanding means of understanding why you win and lose."

— Tripp R. | Global Competitive Insights Manager

"Depth of knowledge we could never achieve on our own."

— Gary C. | VP of Product Marketing

"Clozd is a no-brainer. The upfront investment is quickly dwarfed by the immense value it brings in the form of actionable intelligence and competitive advantage."

— Dan Bolton | Vice President of Corporate Marketing at Nitrogen

"Clozd checks all the boxes to store, filter, analyze, and share win-loss findings at scale. Better yet, their team members are true consultative partners that have helped us up-level our win-loss program."

— Karen Warfield | Head of Competitive Intelligence at Clari

"It's invaluable feedback that comes directly from our customers and helps support us in our product planning and when we go up against competitors."

— Hillary Neal | GTM Processes & Programs Leader at Qualtrics