what we learned working with the challenger customer by ceb
TRANSCRIPT
What We LearnedWorking With
The Problem
Winning a B2B sales is difficult when dealing with diverse customer teams
Most marketers and salespeople try to engage the Friendly Customer who’s already on their
side
30% of IT Managers• Disable key
security features for users
• Open networks to cyberattacks
Others try to appeal to all the decision-makers at once
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CEB’s research found both approaches are wrong
The Solution
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The Challenger Customer is the person to market to
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AKA The “Mobilizer”
Characteristicsof
The ChallengerCustomer
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Someone who challenges the status quo
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Someone who is skeptical
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Someone who is supplier agnostic
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This person has the credibility to inspire change within the Team
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To find this person, Sales and Marketing Teams need to collaborate in new ways
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To build consensus in a dysfunctional buying group
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To build consensus in a dysfunctional buying groupAnd win the sale
CEB is an award-winning best-practice insight and technology company
The Challenger Customer made #2 in the Wall Street Journal’s Hardcover Business
Books Bestseller ListData from September 2015
We took all this information
We took all this information
And made a from it
What do you think?