Crayon

Gong + Crayon—how high-growth companies Compete Like They Mean It

About Crayon

Let’s face it: enterprise sales deals are won and lost in the time between a prospect voicing a competitive objection and an AE offering an informed response. By combining the high-value intel from calls recorded with Gong and the rich digital footprint data that only Crayon can capture, you can deliver the quality competitive intelligence your team needs to close business more efficiently and more decisively.

A more informed sales team = More closed-won deals

From insights around anomaly detection to our pioneering website change tracking, Crayon is unparalleled in the sophistication of the data we collect and the analysis tools we provide. The ability to add conversational intelligence from Gong into your stream of rival intel—and embed calls directly within deliverables like Battlecards and dashboards—can help make your prospects’ own words part of your competitive data set, further enriching your sales team’s knowledge base.

Capture, Analyze, and Activate conversational intelligence

The most valuable pieces of competitive intel often come from the most likely sources—your current and future customers. Any of your market-facing team members can easily submit a relevant piece of field intelligence gathered from a call with a client or prospect, including adding key takeaways from the conversation. This intel can then be disseminated by your CI experts, commented on by team members, and automatically added to a rich set of competitive intelligence deliverables.

Unlock reality by embedding Gong recordings into Crayon’s best-in-class CI deliverables

Your sales team’s battlecards are more than a series of talking points—they’re playbooks to help you maintain a sustainable advantage over your competitors. When a call with a client or prospect includes a wealth of information about a rival brand, embed the entire Gong recording (or a curated snippet) into their battlecard in Crayon. Add directional insights and additional context around the content to help turn that intel into something truly actionable.

Add conversational intel from Gong to your stream of Crayon competitive insights in less than a minute:

  1. Complete a call with a customer or prospect, and locate the call within Gong’s user interface

  2. Click “Share Call” in the top right corner, and select “Share Internally”

  3. In the Share Internally dialog, click “Get Shareable Link”, and Copy the URL to your clipboard. You can also click the toggle switch to create a snippet URL and copy this appended URL with the specific section of the call highlighted

  4. From here, you can push that call to Crayon however you would normally share intel: Slack or Microsoft Teams Email to your special Crayon alias Anywhere Crayon lives in your tech stack—Salesforce, HubSpot, Seismic, Highspot, and more Or in Crayon’s software, available through your mobile or desktop web browser

  5. Many CI experts will want to add additional nuance to their conversational intelligence, including: a “subject” for that piece of intel that goes beyond simply the title of the call a “description” that could feature direct quotes from the transcript of the call and crucially, the “key takeaways” from the recording—what the conversational intelligence that was gathered during the call means for your company’s CI efforts

  6. Once that’s done, the link to the call recorded from within Gong will be a part of your searchable, filterable, scalable and sustainable stream of competitive insights—where your entire company can comment on and collaborate with intel that you gathered directly from a conversation with a current or future customer

Embed a call recorded via Gong into a Battlecard or Board in 30 seconds:

  1. Complete a call with a customer or prospect, and locate the call within Gong’s user interface

  2. Click “Share Call” in the top right corner, and select “Embed Call”

  3. In the Embed Call dialog, locate the URL without any iframe code (the base URL itself, at the bottom of the dialog), and click “Copy URL”. You can also click the toggle switch to create a snippet URL and copy this appended URL with the specific section of the call highlighted

  4. Navigate to a CI deliverable within Crayon—either a Board or a Battlecard—and add a new or edit an existing tile

  5. Click the “<>” icon in the tile editor, and insert the URL of the call or snippet you wish to embed

  6. In the URL field, paste the Gong URL, and click “Update”

  7. When finished, click “Save” at the base of the tile, and then click “Publish” at the top of the deliverable editor. If you want to preview the embedded file, you can do so within the editor, or by clicking “Preview” at the top of the screen

Crayon screenshots