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Marketing must step up to take the lead here. “Building (commercial) insight is an organizational capability, not an individual sales person skill.”Īn important understanding is, your Commercial Insights must “lead to your unique, sustainable strengths.” Virtually every marketer will tell you, their company strives to be a “thought leader” in their industry.” Not only because this is the kind of content most suppliers are creating, but because it’s the one most suppliers aspire to create. “Thought leadership can really get a supplier in trouble. Undoing current actions is important, and this will also be difficult. The first “A” that needs to break is our own thinking about thought leadership. CEB calls this the way to “break down the buyer’s ‘A’.” Commercial Insights are required to dislodge buyer thinking and behavior that produces their acceptance of the status quo.
#CLIFF NOTES THE CHALLENGER SALE HOW TO#
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Challenger Customer offers this potential.Īs background, and to level set, the CEB premise includes: Heck, to find the right methods to adapt to.
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Unfortunately, sellers have been slower to adapt. But this is not a riskless proposition.įor B2B sellers in this digital era that is characterized by online, self-educating buyers, it’s cliché to talk about the empowered buyer changing the buying dynamics. We all have a lot at stake in getting these concepts right if we choose to adopt them. These ideas can have a significant impact on execution efficacy and outcomes for those who attempt to leverage CEB insights. I will highlight key Challenger Customer insights and suggest important implications, considerations, risks and required actions that I (and colleagues) missed the first couple of times we read the book. It assumes you have read CEB’s Challenger Customer. I’ve discovered this from conversations with colleagues and clients who have read the book. A level one reading risks missing several important but deeper implications for an organization’s go-to-market and content strategy. They provide important considerations for all B2B marketing and selling professionals, especially sales executives.ĭespite a breezy writing style, there are many dense sections. The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights.