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Crayon
Competitive Intelligence Software
VS
Panoramata
The best way to track your competitors
The Economics
Pricing Model
enterprise-only
Subscription (tiered, monthly/annual)
Starting Price
Custom pricing
€99/month
Cost at Scale
Estimated $20K-$60K+/year depending on team size
€149-379/month for teams
Free Trial
No
Yes
The GTM Utility
Category
Sales Enablement
Analytics & Revenue Intelligence
Workflow Stage
Engage
Research
Key Features
- • Real-time competitive intelligence tracking
- • AI-powered Sparks for automated analysis
- • Battle cards for sales teams
- • Win/loss analysis
- • Slack, Teams, Salesforce integrations
- • Competitor website monitoring
- • Market trend analysis
- • Stakeholder intel delivery
- • Automatic competitor email & SMS tracking
- • Email flows & automation discovery
- • Social & display ad monitoring (Meta, TikTok, Pinterest, Google, YouTube, LinkedIn)
- • Website & landing page change tracking
- • Brand marketing calendar view
- • Industry benchmarks & trends
- • AI insights agent for content gaps
- • Social media tracking
- • Review & sentiment tracking
- • Daily/weekly competitor summaries
Platforms
Web
Web
Ease of Use
Moderate — powerful platform with some learning curve for initial setup and configuration
Easy — automatic tracking with dashboard-based insights
The AI Edge
AI Features
Sparks AI for automated competitive analysis, weekly/monthly automated reports, AI-generated battle cards
AI Insights Agent for content gap identification and marketing strategy recommendations
Market Position
Tagline
Competitive Intelligence Software
The best way to track your competitors
Best For
Mid-to-large B2B companies that need to track competitors systematically and activate competitive intel across their GTM teams.
Ecommerce and DTC brands wanting automated competitor marketing intelligence across all channels
Not Great For
Solo founders or small teams with limited competitive landscapes who can track competitors manually.
B2B outbound sales teams, teams looking for prospect data or outreach tools
Team Size
mid-market/enterprise
1-50
Intelligence
Pros
- • Best-in-class competitive intelligence automation
- • AI Sparks feature saves significant time
- • Excellent integration with sales and collaboration tools
- • Strong win/loss analysis capabilities
- • Comprehensive multi-channel competitor tracking (email, ads, landing pages, social, SMS)
- • AI-powered content gap analysis and recommendations
- • Significant time savings on competitive research
- • Calendar view makes it easy to spot competitor patterns
Cons
- • Enterprise-only pricing — no self-serve option
- • Steep learning curve initially
- • Can be expensive for smaller companies
- • Limited to competitive intelligence use case
- • Not a sales outbound tool — marketing intelligence only
- • Startup plan limited to 20 competitors and 6 months history
- • No CRM or sales tool integrations
- • European pricing in EUR may not suit all markets
Reddit Sentiment
positive
minimal_presence
Integrations
- • Salesforce
- • Slack
- • Microsoft Teams
- • HubSpot
- • Seismic
- • Highspot
- • Guru
- • Klue
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Editorial Face-off
The Case for Crayon
“Crayon is the gold standard for competitive intelligence platforms, ideal for mid-market and enterprise teams that compete in crowded markets. The AI-powered Sparks feature and deep integrations make it highly effective, but the enterprise-only pricing puts it out of reach for smaller teams.”
The Case for Panoramata
“Panoramata is an excellent marketing intelligence tool for ecommerce and DTC brands that want automated competitor tracking across email, ads, social, and landing pages. It's a time-saver for marketers but not relevant for B2B outbound sales use cases.”
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