1. Challenger Marketing
Succeeding in Today’s B2B Battleground
© 2014 The Corporate Executive Board Company. All Rights Reserved.

2. 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.

3. 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.

4. Selling to Empowered
Customers

5. IT ALL MADE SENSE
Core Beliefs
Customer
Centricity
Customer
Relationships
Customer
Understanding
Customer
Value
© 2014 The Corporate Executive Board Company. All Rights Reserved.

6. 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.

7. 0.013
(0.047)
(0.096) (0.132)
MagnitudeofDriverImpact
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.

8. 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
MagnitudeofDriverImpact
© 2014 The Corporate Executive Board Company. All Rights Reserved.

9. Defining
Commercial Insight

10. THE SWEET SPOT OF CUSTOMER FOCUS
© 2014 The Corporate Executive Board Company. All Rights Reserved.
General Information
Accepted Information
Thought Leadership
Insight
Commercial
Insight

11. 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

12. Creating
Commercial Insight

13. Current Behavior
Current
Mental Model
Desired
Mental Model
Desired Behavior
THE BIGGER TASK
© 2014 The Corporate Executive Board Company. All Rights Reserved.

14. Creating a
Content Ecosystem

15. 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 ContentYour Content
Content
Content
Content
Content
Content
Content
ContentContent
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.

16. 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.

17. Rethinking
Lead Management

18. 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.

19. 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)

20. 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)

21. 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?