2025年竞争情报现状报告（第八版）

The Industry's Largest &Longest-Running Benchmark Report TABLEOF CONTENTS Chapter1:CompeteProgramBasics05Chapter2:InvestmentsInCompetitiveIntelligence10Chapter3:Markets areReallyCompetitive14Chapter 4:Enabling SalesTeams19Chapter5:ClDeliverables&Stakeholders26Chapter 6: Compete Program Challenges29Chapter 7: CI + Al31Chapter8:ClMeasurement37Conclusion41About Crayon (and Methodology)44 HowCanyou IncreaseSales Effectiveness?Throughout this report we'll identify the concrete wayscompanies can increase their sales rep readiness-basedon data from the survey responses. INTRODUCTION This year's data confirms what many of us have been feeling: markets aremore competifive than ever. 55% of companies say they have morecompetitive deals than they did a year ago, and sellers are facing competitorsin nearly 7 out of every 10 deals. For example: Compete teams that enable sales on a daily frequency had an 84% highersales effectiveness in winning competifive dealsThose who had a sales exec sponsorfor the compete program had 76%higher effectivenessThose who use conversational intelligence for CI had an 82% highereffectiveness,andTeams with dedicated compete platforms reported a 79% increase in saleseffectiveness And yetthe typical companyrates their effectiveness in competitive sellingjust a 3.8 out of 10 - a painful reminder that most teams are losing head-tohead competitive deals they should be winning. In fact, the typical enterprisein this year's report is losing S2 to S1O million a year in competitive deals theycould have won! So how can you change the game? The biggest opportunity is Al.Theadoptionand impactof Al on competehas been exponential andtransformative. We saw an incredible 76% increase in adoption of Al in thecompeteprocess in2024,and those Al-poweredteams sawa whopping 82%lift in sales effectiveness. At Crayon, we've always believed that compete is one of the biggest revenueopportunities in the enterprise, and this year's report strengthens that belief.Whether you're starting your first compete program or scaling a mature one, lhope this year's insights inspire you to think bigger, move faster, and providean actionable blueprint that helps you compete smarter. Beyond Al, there are winners emerging in every industry who are out.competing their peers, and this year's report shows you that blueprint so youcan replicate their success. Let's go compete&win more deals! OURFAVORITEFINDINGS TheCompetitiveGapIsCostingMillions Theaverage enterprise loses s2-s1O millionper year in competitivedeals they could have wonlargely because their sales teams are underprepared.Companies rate their ability to selcompetitively just3.8outof10. Competition Is Rising But Programs Aren't Keeping Up 68%of deals are competitive, and 55%ofcompanies saytheyfaced more competitive pressure in2025 than the year prior. Yetonly48%haveasalesexecsponsorfortheircompeteprogramFewerthan one-third engage with sales teams on a daily or weeklybasis.44%lack CRMvisibility intowhichcompetitors showup indeals. AilsGainingGround Aladoption inCl jumped 76%year-over-year, withAl-powered teams seeingan 82%boost ineffectiveness. ThePlaybookForWinninglsClear Teams that adopt best practices - using conversational intelligence tools, sharing intel daily, andusingadedicatedcompeteplatform-are improvingsales effectiveness. CHAPTERTECOMPETEPROGRAMBASICS Most B2B CompaniesFocus on a Core Set of10 Competitors or Fewer How many competitorsdo you track on a daily basis? Half of respondents (50%) are tracking up to 10competitors -a clear signal that B2B companies areprioritizing depth over breadth when it comes to theircompetitivelandscape TIPFORSUCCESS Don't peanut butter spread your efforts across too manycompetitors asyoumaynotbeableto effectively cover allyour competitors -at least in the early iterations of yourcompete program, It's far better to focus on a few keycompetitors and move the needle on win rate againstthose competitors than it is to try and cover every playerinthespace, Compete Teams WantInsights from Buyers,Sellers, and DealsCombined with UpdatesFrom Across the Web What are your top sourcesof competitive intelligence? Internal Intelligence Competitor Websites When asked about their top sources of competitive intelligence,respondents pointed to a blend of digital signals and humaninsights - with intel from buyers, sellers, and deals, and win/loss data topping the list.The most successful compete teamscombine what's happening across the web with intel gatheredfrom the field, ensuring they have the right intel at the right time 4. Analyst research/reports 5.Competitor social media Competitorsupportsites 9.Tradeshows/events TIPFORSUCCESS Don't over-index on public sources.Your bestintelis probably living inside yourorganization. 11.Competitorcontentaccounts How muchof your time do theseactivitiesconsume? Al is Starting toChange How Cl ProsSpend Their Time Between 2024 and 2025, we saw a modest drop in thenumber o