Date post: | 14-Jan-2017 |
Category: |
Business |
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What We LearnedWorking With
The Problem
Winning a B2B sales is difficult when dealing with diverse customer teams
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
Others try to appeal to all the decision-makers at once
Dispersive Virtualized Networks
CEB’s research found both approaches are wrong
The Solution
Dispersive Virtualized Networks
The Challenger Customer is the person to market to
Dispersive Virtualized Networks
AKA The “Mobilizer”
Characteristicsof
The ChallengerCustomer
Dispersive Virtualized Networks
Someone who challenges the status quo
Dispersive Virtualized Networks
Someone who is skeptical
Dispersive Virtualized Networks
Someone who is supplier agnostic
Dispersive Virtualized Networks
This person has the credibility to inspire change within the Team
Dispersive Virtualized Networks
To find this person, Sales and Marketing Teams need to collaborate in new ways
Dispersive Virtualized Networks
To build consensus in a dysfunctional buying group
Dispersive Virtualized Networks
To build consensus in a dysfunctional buying groupAnd win the sale
CEB is an award-winning best-practice insight and technology company
The Challenger Customer made #2 in the Wall Street Journal’s Hardcover Business
Books Bestseller ListData from September 2015
We took all this information
We took all this information
And made a from it
What do you think?