What We Learned Working with The Challenger Customer by CEB
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CEB's research found that the most effective approach in B2B sales to diverse customer teams is to target the "Challenger Customer", also known as the "Mobilizer", who is someone who challenges the status quo, is skeptical, and is supplier agnostic. This person has the credibility to inspire change within the team and help build consensus in a dysfunctional buying group. Sales and marketing teams need to collaborate in new ways to find the Challenger Customer and win the sale.
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What We Learned Working with The Challenger Customer by CEB
- 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”
- 11. Dispersive Virtualized Networks Someone who challenges the status quo
- 12. Dispersive Virtualized Networks Someone who is skeptical
- 13. Dispersive Virtualized Networks 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?