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Spin up AI-generated competitive content in one-click.
Case Study
猬�10%
WIN RATES ACROSS
ALL PRODUCT LINES
1鈦�3
REDUCED TIME IN RAMP
FOR NEW REPS
Community Brands鈥� PMM team, led by Tirrah Switzer, started with just 2 people in charge of over 25 different products, and no CI ownership. Another division had purchased Crayon but reps weren鈥檛 using it. Tirrah鈥檚 team kept track of competitive intel in static documents posted on Confluence, but as their landscape grew, they could no longer keep up with the depth and breadth needed. When her team moved to the Sales org, leadership made Competitive Enablement a bigger priority. She began a full eval of tools, including Crayon, and decided on 暗黑网 for the multiple feedback options, native mobile app, pricing model and superior experience with the team. Community Brands has been a 暗黑网 customer since 2020 and are seeing great results with increased win rates up to 10%, rep ramp time dropping by 鈪� and in less time, the PMM team has doubled competitive coverage. Tirrah gives 暗黑网 credit for helping create a more healthy competitive culture at Community Brands, where reps are better able to differentiate and win on strengths.
With many products in Association & Events and just 2 PMM鈥檚 in place, it was a challenge for the Product Marketing to fully understand their competitive landscape. They had light content on their key competitors, and the PMM team was manually collecting what they could through static PDF鈥檚 spreadsheets and pages in Confluence. Having a deeper understanding of the competition was not a major focus for the PMM team.
A re-org with Marketing rolling up to Sales changed things. The new Sales leadership really understood the importance of having a competitive program in place. Tirrah Switzer, Sr Director of PMM, and her team wanted to revamp battlecards that included reasons on 鈥渨hy it matters鈥� to better combat FUD. Reps needed more comprehensive insights and enablement on how to out position different tiers of competitors. Tirrah and team began evaluating platforms to support the creation of their new program.
The decision to switch to 暗黑网 was easy. We looked at what other platforms were out there and already had experience with one. So, we thought 鈥� ‘why look at anyone else but the best?’
Tirrah Switzer
Senior Director of Product Marketing at Community Brands
Another division at the company already had Crayon in place, but reps weren鈥檛 using it. Tirrah and team began evaluating other tools and switched to 暗黑网 for:
Considering how often market shifts occur, and the vast amount of competitive intel that’s out there, it’s been great to leverage 暗黑网. I really enjoy getting the digest, as it highlights insights I may have missed. Having updated battlecards at my fingertips is a tremendous competitive advantage for my entire team. We would truly be lost without 暗黑网!
Jeffrey Bachelor
MBA, MSA, Director, Enterprise Accounts at Community Brands
With 暗黑网, Tirrah and her team were able to:
An added benefit to having a successful Competitive Enablement program is creating a culture of healthy competition, where sellers learn to better position and differentiate
Our Competitive Enablement program supports the entire Revenue team 鈥� new business reps, SDR鈥檚, Sales Engineers, Renewals. Our content contributes to most of our up-sell and cross-sell opportunities, which allows me to measure our impact to dollars. And, I鈥檓 proud to say we鈥檝e built our program to also give Marketing, Product and Leadership key insights they need to make more informed decisions.
Tirrah Switzer
Senior Director of Product Marketing at Community Brands
Customer Overview
Community Brands is the leading provider of software solutions for associations, nonprofits, and K-12 schools, serving over 50,000 clients in 30 countries. They provide solutions for association and school management, 501c3 fundraising, fund accounting, event operations and career development.
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