Challenger Selling in a Digital World
Linda Bartman, Cars.com CMO
Cars.com Overview
• Visited by more than 12 unique
visitors each month, Cars.com is the
leading destination for online car...
Unique Revenue Drivers
Dealer
Auto
Manufacturer
Marketing Plays an Integral Part
Driving Traffic to Our
Site
Growing Brand
Awareness
Enabling Product Sell
Through
Our Role
Shifting Trends Present Unique
Challenges
Our Challenge - Marketplace Complexity
Our Challenge – Increasing Revenue and Value
SPECIAL OFFERS
BASEDRIVE
CARS360
PREMIER
USEDCARSPECIALS
PREMIER NEW POWERPOS...
Winning in a Complex Sales Environment
The Challenger Sale Approach:
• Corporate Executive Board (CEB) surveyed over 6,000...
Creating Customer and Industry Demand
Lead to Your
Unique Strengths
Challenge
Customers’
Assumptions
Catalyze
Action
Scale...
Operationalizing Around a New
Approach
The Challenger Model of Marketing
Content
Marketing
Product
Marketing
Data and
Analytics
• Develops insights-
based conten...
Adopting a Marketing Challenger Mindset
Coordinated sales, training, marketing effort
to connect with customers in a relat...
Old vs. New Sales Model
2014 The Corporate Executive Board Company
Capturing Customer and Industry
Attention
The 7 Digital Sins of Attribution
• Challenged long-held customer beliefs about
value and attribution
• Gave dealers advic...
A New Content Ecosystem
Varied
Content
ebook
Youtube Video
Email Newsletter
Facebook Posts
Weekly
Blog Posts
Landing PageT...
Challenger Sale Testimonial
Success with Challenger Insights
60% more webinar attendees
than competitor's webinar on the
same day and time
2x more eBo...
#1 Third-party site used
on the dealer lot
Leverages Our Distinct Advantage
Products give an instant
mobile presence
Mobil...
Taking it to Market
Sales Training
Conversations
with Customers
WebinarMobile and Online
AdvertisingPowerful Content
Exten...
Challenger Marketing Success
Advertising click thru rates
were 300% abovethe
industry average
4% increase in social
fans/f...
What We’ve Learned
Vary content:
• Long and short
form pieces
• Video, print and
digital
• Fit multiple sales
distribution
channels
Define th...
Thank You
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Linda bartmanpresentation

  1. 1. Challenger Selling in a Digital World Linda Bartman, Cars.com CMO
  2. 2. Cars.com Overview • Visited by more than 12 unique visitors each month, Cars.com is the leading destination for online car shoppers. • We offer credible and easy-to- understand information from consumers and experts to help buyers research, price and find a car. • We’re a growing company with engaged people - 26% employee growth in the last three years
  3. 3. Unique Revenue Drivers Dealer Auto Manufacturer
  4. 4. Marketing Plays an Integral Part Driving Traffic to Our Site Growing Brand Awareness Enabling Product Sell Through Our Role
  5. 5. Shifting Trends Present Unique Challenges
  6. 6. Our Challenge - Marketplace Complexity
  7. 7. Our Challenge – Increasing Revenue and Value SPECIAL OFFERS BASEDRIVE CARS360 PREMIER USEDCARSPECIALS PREMIER NEW POWERPOSITIONS NEWLEADSPLUS SECURE CREDIT APPLICATION INDEPENDENT AD PACKAGE Increasing Revenue Increasing Our Marketplace Value
  8. 8. Winning in a Complex Sales Environment The Challenger Sale Approach: • Corporate Executive Board (CEB) surveyed over 6,000 sales professionals across geographies and industries • The research revealed that sales professionals fall into one of five profiles: Relationship Builder Problem Solver Hard Worker Lone WolfChallenger
  9. 9. Creating Customer and Industry Demand Lead to Your Unique Strengths Challenge Customers’ Assumptions Catalyze Action Scale Across Customers 2011 The Corporate Executive Board Company
  10. 10. Operationalizing Around a New Approach
  11. 11. The Challenger Model of Marketing Content Marketing Product Marketing Data and Analytics • Develops insights- based content • Provides customers with information before they know they need it • Brings focus to our thought leadership efforts • Equips sales with Challenger tools • Defines go-to- market strategy and execution • Taps market and customer intelligence • Collaborates with product on strategy • Aligns sales and marketing • Defines what studies are needed • Mines data for content and insights • Packages insights to influence marketing strategy • Shapes product offerings based on data
  12. 12. Adopting a Marketing Challenger Mindset Coordinated sales, training, marketing effort to connect with customers in a relatable way Language Tools Resources
  13. 13. Old vs. New Sales Model 2014 The Corporate Executive Board Company
  14. 14. Capturing Customer and Industry Attention
  15. 15. The 7 Digital Sins of Attribution • Challenged long-held customer beliefs about value and attribution • Gave dealers advice on how to align metrics with activities of today’s shoppers • Introduced a new metrics framework • Provided sales with tools to support retention when faced with cancels due to performance
  16. 16. A New Content Ecosystem Varied Content ebook Youtube Video Email Newsletter Facebook Posts Weekly Blog Posts Landing PageTwitter Posts Conversation Cards Webinar Webinar
  17. 17. Challenger Sale Testimonial
  18. 18. Success with Challenger Insights 60% more webinar attendees than competitor's webinar on the same day and time 2x more eBook views than a similar eBook released earlier in the year
  19. 19. #1 Third-party site used on the dealer lot Leverages Our Distinct Advantage Products give an instant mobile presence Mobile Marketing Strategy and Mobile Value Mobile use set to exceed desktop in 2014 Leads to Key Products Educates Advertisers with Insights and Content Aligns with Consumer Trends Continuing to Create Demand with Mobile Our Mobile Message
  20. 20. Taking it to Market Sales Training Conversations with Customers WebinarMobile and Online AdvertisingPowerful Content Extending Our Story Social Media Sales and Dealer Tools
  21. 21. Challenger Marketing Success Advertising click thru rates were 300% abovethe industry average 4% increase in social fans/followers 158% increase in unique visits to the mobile campaign microsite Achieved more than $1MM in annualized revenue during first three days of the campaign
  22. 22. What We’ve Learned
  23. 23. Vary content: • Long and short form pieces • Video, print and digital • Fit multiple sales distribution channels Define the Challenger Selling training plan: • Timelines • Supporting materials • Ownership and champions Establish an integration process first: • Within marketing • With key stakeholders (product, sales, training) Our Key Learnings
  24. 24. Thank You
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