Competitive Intelligence
Build CI systems that translate market changes into field action — rapid response, positioning, and guidance sellers actually use.
Competitive Intelligence + Product Marketing
Bruce Kasrel
I help companies understand their competitors, improve how sellers compete, and apply AI to turn market intelligence into better go-to-market decisions.
- Focus
- Competitive programs that increase sales with actionable insight
- Method
- Deal evidence, win/loss, and field-tested insight
- Edge
- AI-assisted competitive strategy and enablement
Areas of expertise
Four practices, one operating model
Win/Loss + Buyer Research
1,000+ buyer interviews conducted or led, including running the win/loss research and delivery team at Klue — turning buyer evidence into executive, product, and sales insight.
AI-Native Competitive Intelligence
Apply AI, automation, Gong data, and MCP integrations to make CI faster, contextual, and useful inside live deals.
Product Marketing + Technology Leadership
Positioning, messaging, enablement, and launches at Workato, EMC, and Microsoft — plus broader leadership across enterprise software, SaaS, analytics, automation, and AI.
Selected impact
Evidence over adjectives
Outcomes from competitive intelligence, win/loss, and go-to-market work — with the context behind each number.
1,000+
Buyer interviews
Conducted or led across competitive intelligence and win/loss programs.
300%
Revenue growth, strategic research account
Grew Klue's most strategic research account and expanded the program into 10 additional groups.
500%
Pipeline increase at Skreens
Result of a new marketing and lead-capture program.
$30M
Additional revenue at EMC
Generated through GTM initiatives for two new EMC services.
200%
Pipeline increase at BMC
Driven by a major BMC field-marketing initiative.
~50%
Lower AI token cost per battlecard
After redesigning Workato's battlecard architecture and AI-assisted workflow.
Ask Bruce — live
Don’t just read my resume. Take a Deeper Dive.
An assistant grounded in my actual career record — roles, programs, deal evidence and outcomes that I’ve personally approved. It answers with the receipts, labels interpretation as interpretation, and says “I don’t know” rather than inventing an answer.
Grounded in approved career evidence
Experience
A career built at the intersection of market and field
Competitive intelligence, buyer research, and product marketing across enterprise software, SaaS, analytics, and AI.
2025 — Present
Workato
Product Marketing Director, Competitive Intelligence
Built and scaled competitive intelligence for an enterprise automation and AI platform, connecting market intelligence with live deals, seller enablement, product strategy, and company narrative.
- Built AI-assisted competitive workflows using Claude, Crayon, Gong, Google Drive, Slack, automation, and MCP integrations.
- Redesigned the competitive battlecard architecture and workflow, reducing AI token cost per card by roughly 50%.
2018 — 2025
Klue
Head of Research
Led the research organization for a competitive intelligence and win-loss provider serving B2B software companies ranging from startups to Fortune 500 enterprises.
- Conducted and led research across 1,000+ buyer interviews.
- Built and scaled global win-loss and competitive research programs.
2016 — 2018
Skreens
VP, Marketing
Executive leadership team member responsible for marketing and repositioning an enterprise video startup for B2B and partner-led growth.
- Direct-sales campaign generated 50% of company revenue at 3X ROI.
- New marketing and lead-capture program increased pipeline 500%.
2015 — 2016
TiVo
Director, Product Marketing
Led positioning, messaging, content, and field marketing for the analytics division.
- Advertising-market outreach produced 100% of new leads and a $3M lighthouse customer.
- Customer segmentation and a targeted marketing event shortened the sales cycle 50%.
2014 — 2015
EMC
Consulting Product Marketing Manager, Global Services
Led messaging and customer content across cloud, infrastructure, and organizational services for EMC's $5B Professional Services division.
- Delivered 20+ executive briefing presentations.
- GTM initiatives for two new services generated $30M in additional revenue.
2012 — 2014
BMC Software
Lead Marketing Manager, Mobility
Led marketing and field enablement for BMC's mobility portfolio.
- Created “Mobile Device Management For Dummies,” contributing to a 200% increase in sales pipeline.
Earlier leadership
Microsoft
Product Marketing / Product Management
Led SaaS strategy and product management for the $1.5B Dynamics ERP division and product management for Windows Live Gallery.
Forrester Research
Senior Analyst
Authored industry research and was regularly quoted in major business and technology media, with television, radio, and national press appearances.
Oracle
Product Manager
Selected by CEO Larry Ellison to build applications for the Oracle Media Server product launch.
AI + CI
From using AI to building with it.
The work has moved from using generative AI for individual research tasks toward designing AI-assisted competitive intelligence systems — built around the judgment, evidence, workflows, and context GTM teams need.
- Research
- Structured competitive knowledge
- AI-assisted content generation
- Gong / account context
- MCP-connected tools
- Automated intelligence delivery
- Deal-specific field guidance
In practice
- Claude-based competitive intelligence project
- Crayon competitive data
- Gong account signals
- Google Drive knowledge sources
- Slack delivery
- MCP integrations
- Automated competitive news
- AI-assisted battlecard generation
- PRD for an automated CI platform