The document outlines the essential elements for successfully executing the Challenger strategy: insight, enablement, and talent, which aim to drive growth and customer loyalty. Companies that adopted this blueprint saw significant improvements in customer retention and sales win rates, with some achieving remarkable revenue growth. It emphasizes that effectively influencing the customer buying process is key to thriving in a competitive market.

1. There are three critical elements needed to execute successfully – insight, enablement, talent.
Activate each component for your organization, to ensure your Challenger™ transformation
drives growth and customer loyalty.
Companies that partnered with CEB to implement their Challenger Blueprint saw significant growth and results.
Are your Sales and Marketing leadership teams committed to making the leap? Companies that align
to implement Challenger have a clear strategic vision and execution plan. This foundation is critical for
sustainable change and impact.
EVALUATE CURRENT STATE
& ASSESS NEEDS
SET STRATEGY & DESIGN
IMPLEMENTATION PLAN
SECURE LEADERSHIP &
CROSS FUNCTIONAL SUPPORT
THESE KEY STEPS INCLUDE:
CREATE YOUR COMPANY
CASE FOR CHANGE
Organizations with tightly-aligned Sales and
Marketing had 36% higher customer retention
rates and achieved 38% higher sales win rates.
Cameron saw 28% year-over-year
revenue growth after implementing a
Challenger strategy.
Xerox saw $65M in contract value
attributed to Challenger in less than
three months.
Beta Pharmaceutical Company saw
$150M revenue attributed to
Challenger in 12 months.
Only CEB has the research expertise and solution set to help you effectively
plan and execute the Challenger strategy for your organization. Learn how to
grow your business in today’s complex sales environment by influencing your
customer’s buying process. Take action now.
WWW.CEBGLOBAL.COM/CHALLENGER
YOUR PLAN FOR SUCCESSFUL IMPLEMENTATION
THE CHALLENGER
TM
Your biggest competition is NOT other companies — it’s your customers.
Specifically it's the customers' ability to learn on their own, meaning they determine needs,
and establish buying criteria and budgets before reaching out to suppliers.
Despite this reality, a massive opportunity still exists to influence customer buying decisions in your favor.
Commercial teams that implement the Challenger™ Blueprint bring new, valuable ideas to their customers.
This allows them to shape customer buying processes. Otherwise, they risk losing market share, shrinking
margins, and lower revenue by failing to effectively differentiate.
Develop Commercial Insights
& Challenger Messages Process and Tools
Prepare Leaders to Coach
and Drive Change
Build Challenger Content
Marketing Strategy
Deploy Challenger
Marketing Content
Begin Building Challenger
Selling Skills
Align Demand Generation
Systems to Challenger Strategy
Reinforce Seller and Manager
Skills for Continued Growth
Embed Insight in the
Sales Experience
Equip Team for Ongoing
Challenger Marketing Implementation
TALENTENABLEMENTINSIGHT
Challenger sellers are 4.5x more likely to be
high performers in a complex sales environment.
SALES LEADS MARKETING LEADS
Embed Challenger into Hiring
for Sales & Marketing
challenger@executiveboard.com
+1-571-303-3804 (NA) +44-20-7632-6476 (EMEA) +65-6645-4239 (APAC)
@CEB_Challenger
Integrate Challenger into Sales
Measure Impact and Improve