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InsideNew to the Challenger™ Model? Here It Is, in a Nutshell • 1
What a Field Marketer Under the Challenger Model Looks Like • 2
What Should I Do Differently? • 3
Key Takeaway • 16
More Resources • 17
Available Challenger Role Guides • 20
In 10 minutes or less—time’s-a-tickin’
“I’m a Field Marketer in a Challenger™ Organization. What Do I Do Differently?”
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The business enterprise has two—and only two—basic functions: marketing and
innovation. Marketing and innovation produce results; all the rest are costs.
Marketing is the distinguishing, unique function of the business.”
Peter Drucker
1© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
When crafted well, Commercial Insights lead customers to value— and pay for—the incremental performance you provide.
57%of the way through the purchase decision before they meaningfully engage supplier sales reps.
That means you get commoditized.
Customers know about the incremental performance your solutions provide, but they aren’t willing to pay you for that performance.
What are they doing in that 57%?
They are learning—about their problem, potential solutions, and your offering.
Customers are1
2
4 3
1
42
3
Winning suppliers (Challenger™ commercial teams) teach customers something new that reframes how customers think about their own business—and leads uniquely back to you. We call these reframing ideas Commercial Insights.
New to the Challenger™ Model? Here It Is, in a Nutshell
2© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
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management driveresults
offeringreframesupplierschange
innovation communicationexecute enterprise
plananalysiscross-functional
performcorporateactivitiesgoalpositioning support
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What a Field Marketer Under the Challenger™ Model Looks Like
market reframe
value propositions
Commercial Insightcustomer enablement
framebreakingdemand
Commercial Insightlead to, not with works
expert
mobilizerdemandfinancialservices
developmentsolution
planbreak down the “A”mind of customer
What Should I Do Differently?
3. Break Down
the “A” Before You Build up
the “B”
1. Not Voice of
Customer, but Mind of Customer
2. Not Sales
Enablement, but Customer Enablement
4© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
Do Differently #1
Are charged with understanding customer and
market trends, so that they can better enable sales
teams to engage customers.
Today, most field marketers...
As a field marketer, you also rely on customer understanding to translate larger marketing initiatives for your specific marketplace—be it vertical, geography, or product.
Not Voice of Customer (VOC), but Mind of Customer (MOC)
Do Differently #1
Commercial insight depends on reframing the way
customers think about their own business, you must
deeply understand not VOC, but MOC.
Understanding VOC will lead you to needs and problems
that customers know they have and can articulate.
Understanding MOC goes further—opening up problems
and pain customers don’t even realize they have.
But because...
MOC is the key to enabling your sales partners to teach
customers how to think differently about their
own business. And that’s the heart of the Challenger™ model.
5
Not Voice of Customer, but Mind of Customer
© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
Do Differently #1
Map the mental models of customers in your market.
In other words, create visual diagrams that show what
customers think, believe, and assume drives their
business. And then aggressively seek to understand
where those mental models are flawed.
Field marketers should instead…
6
Not Voice of Customer, but Mind of Customer
© 2015 CEB. All rights reserved.
Collaborate with Product Marketing and Sales to
create Commercial Insight based on the flaws in
your customers’ mental models.
Key Takeaway The Nitty GrittyHome What Should I Do Differently?
7© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
“What drives loyalty for your
customers?”
Do Differently #1
Listening to what customers say about their needs and
wants, the features and benefits of your products, and
the customer experience you provide as a supplier.
Spend that saved time on MOC activities—asking
customers questions that reveal how they think about
the drivers in their business, and how those drivers
influence one another.
Cut in half the time you spend on classic VOC activities, such as...
Create, test, and validate mental models with customers.
“How do you think about your
business?”
Not Voice of Customer, but Mind of Customer
“What do you think about
us?”
“How was your experience with our product?”
What Should I Do Differently?
1. Not Voice of
Customer, but Mind of Customer
2. Not Sales
Enablement, but Customer Enablement
3. Break Down
the “A” Before You Build up
the “B”
Do Differently #2
Consider their core job to be helping Sales more
effectively sell to customers. Sales training, tools, and
collateral are the field marketers’ classic tactics.
Today, most field marketers...
Not Sales Enablement, but Customer Enablement
9© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
10© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
Do Differently #2
Customer buying groups are larger and more diverse
than ever before, the single largest challenge in B2B
selling today isn’t your sales force’s inability to sell, but
your customer’s inability to buy solutions.
But because...
Not Sales Enablement, but Customer Enablement
Diverse customer buying groups face their most difficult consensus hurdles long before sales reps really get that involved in the purchase decision.
11© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
Do Differently #2
Consider their core job to be customer enablement. Field
marketers should design customer-facing collateral and
sales tools that allow diverse stakeholders in buying
groups to find common ground.
Field marketers should build “Mobilizer toolkits”—
easy-to-use guidance and tools that Mobilizers1 inside
customer organizations can use to stitch together the
consensus that is needed on the problem and solution.
Field marketers should instead…
Not Sales Enablement, but Customer Enablement
1 Mobilizer: an individual in the customer organization who serves as an internal Challenger. Learn more about Mobilizers in CEB’s book, The Challenger Customer.
Only then should field marketers worry about sales enablement and equipping sales to sell.
11
What Should I Do Differently?
3. Break Down
the “A” Before You Build up
the “B”
1. Not Voice of
Customer, but Mind of Customer
2. Not Sales
Enablement, but Customer Enablement
How great life looks for your customers if they adopt your solution or
product.
Do Differently #3
Orient their go-to-market plans, sales enablement
efforts, and marketing programs to focus on building
up the “B” state.
Today, most field marketers...
Break Down the “A” Before You Build up the “B”
13© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
14© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
It’s just too hard for customers to change.
Do Differently #3
You are ultimately selling change—which is the one
thing customers don’t want to do—you have to spend
much more energy breaking down the customer’s
status quo (the “A state”).
Without doing that, customers will engage with your
content, talk to your sales reps, and nod along. But
ultimately, they won’t take the hard actions required
to drive consensus in their organization around the
problem, solution, and you as the supplier who can
best provide that solution.
But because...
Break Down the “A” Before You Build up the “B”
14Key Takeaway The Nitty GrittyHome What Should I Do Differently?
15© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
Pain of Change
Pain of Same
Do Differently #3
Break down the A before building up the B.
You have to explicitly show customers, in their terms,
that the “pain of same” is greater than the “pain of
change.” Reiterate that they are missing something in
how they think of their business that costs them way
more money, introduces far more risk, or leads them to
miss more opportunity than they ever thought possible.
You show that with Commercial Insight.
Field marketers should instead…
Bring that Commercial Insight to life for your customers, in their terms, through your marketing and sales enablement efforts.
Break Down the “A” Before You Build up the “B”
16© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
If you take only one thing away from this presentation, let it be this.
Mind of customer means knowing what your customers
think about their own business, not what your customers
say about you as a supplier (that’s voice of customer).
Mind of customer is the single most important ingredient
of Commercial Insight. And Commercial Insights are
what make the Challenger™ model work.
In all of marketing, you are closest to the customer, day in and day out.
Key Takeaway
As a field marketer, you are the mind of customer master for your market—whether that’s a geography, a vertical, or a segment.
That’s why you are the mind of customer master.
16Key Takeaway The Nitty GrittyHome What Should I Do Differently?
More Resources
1. Top Resources
for Field Marketers
Learning the Challenger™
Model
2. Learn More
About Challenger Marketing
18© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
Get Started: Top Resources for Field Marketers Learning the Challenger™ Model
1. Watch the Challenger™ Marketing video on the next page.
2. Listen to the “Introducing Challenger Marketing” webinar.1
3. Attend an Introduction to Challenger Messaging workshop.1
4. Tap into the resources available in the “Develop Commercial Insight” portion
of our online resource center for Challenger Marketing. 1
5. Partner with us to develop Commercial Insights for your business and certify staff
to apply the Challenger Messaging Methodology.
1 Resources and registration available to CEB Marketing Leadership Council member organizations via the member website for large enterprises or middle market organizations.
19© 2015 CEB. All rights reserved. Key Takeaway The Nitty GrittyHome What Should I Do Differently?
Learn More About Challenger™ Marketing
Click here to play video.
Click on an image above to get the short version of the role guide on SlideShare. Marketing
Leadership Council members can get the full role guide through the member website for large
enterprises or middle market companies.
Available Challenger™ Role Guides
CEB is a best practice insight and technology company. In partnership with leading organizations around the globe, we develop innovative solutions to drive corporate performance. CEB equips leaders at more than 10,000 companies with the intelligence to effectively manage talent, customers, and operations. CEB is a trusted partner to 90% of the Fortune 500, nearly 75% of the Dow Jones Asian Titans, and more than 85% of the FTSE 100. More at cebglobal.com.
© 2015 CEB. All rights reserved. CEB153337GD
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