What We Learned Working with The Challenger Customer by CEB
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Transcript of What We Learned Working with The Challenger Customer by CEB
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What We LearnedWorking With
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The Problem
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Winning a B2B sales is difficult when dealing with diverse customer teams
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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
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Others try to appeal to all the decision-makers at once
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Dispersive Virtualized Networks
CEB’s research found both approaches are wrong
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The Solution
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Dispersive Virtualized Networks
The Challenger Customer is the person to market to
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Dispersive Virtualized Networks
AKA The “Mobilizer”
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Characteristicsof
The ChallengerCustomer
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Dispersive Virtualized Networks
Someone who challenges the status quo
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Dispersive Virtualized Networks
Someone who is skeptical
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Dispersive Virtualized Networks
Someone who is supplier agnostic
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Dispersive Virtualized Networks
This person has the credibility to inspire change within the Team
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Dispersive Virtualized Networks
To find this person, Sales and Marketing Teams need to collaborate in new ways
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Dispersive Virtualized Networks
To build consensus in a dysfunctional buying group
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Dispersive Virtualized Networks
To build consensus in a dysfunctional buying groupAnd win the sale
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CEB is an award-winning best-practice insight and technology company
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The Challenger Customer made #2 in the Wall Street Journal’s Hardcover Business
Books Bestseller ListData from September 2015
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We took all this information
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We took all this information
And made a from it
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What do you think?