Challenger Marketing Succeeding in Today’s B2B Battleground
© 2014 The Corporate Executive Board Company. All Rights Reserved.
THE FIVE PROFILES OF SALES REPS
• Always goes the extra mile
• Doesn’t give up easily
• Self-motivated
• Interested in feedback and development
• Always has a different view of the world
• Understands the customer’s business
• Loves to debate
• Pushes the customer
• Builds strong customer advocates
• Generous in giving time to help others
• Gets along with everyone
Hard Worker Challenger Relationship Builder
• Reliably responds
• Ensures that all problems are solved
• Detail oriented
• Follows own instincts
• Self-assured
• Independent
Lone Wolf Problem Solver
© 2014 The Corporate Executive Board Company. All Rights Reserved.
Understanding Challenger
THE CHALLENGER MARKETING JOURNEY (PART 1)
Selling to Empowered Customers
Building Commercial
Insight
Defining Commercial
Insight
Finding the Right Talent
Creating a Content
Ecosystem
Rethinking Lead
Management
Measuring Success
© 2014 The Corporate Executive Board Company. All Rights Reserved.
Selling to Empowered Customers
IT ALL MADE SENSE
Core Beliefs
Customer Centricity
Customer Relationships
Customer Understanding
Customer Value
© 2014 The Corporate Executive Board Company. All Rights Reserved.
A DIFFERENT KIND OF BUYING
57%
Customer Due Diligence
Begins
Customer Purchase Decision
Customer Contacts Supplier
© 2014 The Corporate Executive Board Company. All Rights Reserved.
0.013
(0.047) (0.096) (0.132)
Mag
nitu
de o
f Driv
er Im
pact
0.446 Representing a Smart/Expert Perspective
Being Easy to Understand
Containing Interesting Facts or
Anecdotes
Being Accessible/
Quick to Find
DRIVERS CHANGING A CUSTOMERS’ DIRECTION
Non-Statistically Significant Drivers
© 2014 The Corporate Executive Board Company. All Rights Reserved.
0.013
(0.047) (0.096) (0.132)
0.446 Representing a Smart/Expert Perspective
Being Easy to Understand
Containing Interesting Facts or
Anecdotes
Being Accessible/
Quick to Find
Statistically Significant Drivers
Teaching Customer
about Their Business Needs/
Challenges
Providing Customer
Compelling Reasons to Take
Action
DRIVERS CHANGING A CUSTOMERS’ DIRECTION
Non-Statistically Significant Drivers
0.302
0.446
Mag
nitu
de o
f Driv
er Im
pact
© 2014 The Corporate Executive Board Company. All Rights Reserved.
Defining Commercial Insight
THE SWEET SPOT OF CUSTOMER FOCUS
© 2014 The Corporate Executive Board Company. All Rights Reserved.
General Information
Accepted Information
Thought Leadership
Insight
Commercial Insight
BREAK DOWN THE A, THEN BUILD UP THE B
A B © 2014 The Corporate Executive Board Company. All Rights Reserved.
Current Beliefs/Behavior
Desired Beliefs/Behavior
Creating Commercial Insight
Current Behavior
Current Mental Model
Desired Mental Model
Desired Behavior
THE BIGGER TASK
© 2014 The Corporate Executive Board Company. All Rights Reserved.
Creating a Content Ecosystem
Current Customer Journey through Content
Customer Journey on Marketing-Laid Disruptive Path
Content Content
Content
Content
Content Content
Content
Content Content Content Content
Content Content Content
Content
Content
Content Content
Content
Content
Content
Content
Content Content
Content
Content Content
Content
Content
Your Content Your Content
Your Content
Your Content
Your Content
Your Content
Your Content
Your Content
Your Content
Your Content
Your Content
Customer Thinks:
“They have some smart things to say…”
Customer Thinks:
“I need to change what I am doing…”
Content Content
Content Content
Your Content
Your Content
Your Content
Your Content Your Content
Your Content
Your Content Your Content Your Content
Content
Content
Content Content Content
Content Content Content
Content Content
Content
Content
Content
Content Content
Content
Content Content
Content Content
Content
Content
Content
Content Content
Content Content
Content
Content Content
Content
Content
Your Content
BUILDING A PATH TO DISRUPTION
© 2014 The Corporate Executive Board Company. All Rights Reserved.
Breaking Down the “A”
Commercial Insight
Spark Concern
Spark Intrigue
Introduce the Solution
Building up the “B”
Introduce the Problem
Personalize the Pain
Personalize the Gain
ALL CONTENT ROADS SHOULD LEAD TO INSIGHT
© 2014 The Corporate Executive Board Company. All Rights Reserved.
Rethinking Lead Management
Breaking Down the “A”
Commercial Insight
Spark Concern
Spark Intrigue
Introduce the Solution
Building up the “B”
Introduce the Problem
Personalize the Pain
Personalize the Gain
TRACKING CONSUMPTION OF DISRUPTION
© 2014 The Corporate Executive Board Company. All Rights Reserved.
Understanding Challenger
Selling to Empowered Customers
Building Commercial
Insight
Defining Commercial
Insight
Finding the Right Talent
Creating a Content
Ecosystem
Rethinking Lead
Management
Measuring Success
© 2014 The Corporate Executive Board Company. All Rights Reserved.
THE CHALLENGER MARKETING JOURNEY (PART 1)
Understanding Challenger
Selling to Customer Consensus
Redefining Value
for B2B
Creating Common Ground
Reducing Perceived Risks
to Mobilize
Equipping Mobilizers to Mobilize
Creating Collective Learning
Redesigning Customer Experience
© 2014 The Corporate Executive Board Company. All Rights Reserved.
THE CHALLENGER MARKETING JOURNEY (PART 2)
5 QUESTIONS TO KEEP YOU UP AT NIGHT
© 2014 The Corporate Executive Board Company. All Rights Reserved.
1.Do you know where your customers learn?
2.Are you present where your customers learn?
3.Are you teaching customers or unteaching them?
4.Does your insight lead exclusively to you?
5.Are you building Challenger reps—or a Challenger organization?
Top Related