We created a Simplifilm Book Trailer for CEB's The Challenger Customer. Here's what we learned.

1. What We Learned
Working With

2. The Problem

3. Winning a B2B sales is difficult when dealing with
diverse customer teams

4. 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

5. Others try to appeal to all the decision-makers at once

6. Dispersive Virtualized Networks
CEB’s research found both approaches are wrong

7. The Solution

8. Dispersive Virtualized Networks
The Challenger Customer is the person to market to

9. Dispersive Virtualized Networks
AKA The “Mobilizer”

10. Characteristics
of
The Challenger
Customer

11. Dispersive Virtualized Networks
Someone who challenges the status quo

12. Dispersive Virtualized Networks
Someone who is skeptical

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Someone who is supplier agnostic

14. Dispersive Virtualized Networks
This person has the credibility to inspire change within the
Team

15. Dispersive Virtualized Networks
To find this person, Sales and Marketing Teams need to
collaborate in new ways

16. Dispersive Virtualized Networks
To build consensus in a dysfunctional buying group

17. Dispersive Virtualized Networks
To build consensus in a dysfunctional buying group
And win the sale

18. CEB is an award-winning best-practice insight and technology
company

19. The Challenger Customer made #2 in the Wall
Street Journal’s Hardcover Business Books
Bestseller List
Data from September 2015

20. We took all this
information

21. We took all this
information
And made a from it

22. What do you think?