Customers are most likely to reset buying criteria when confronted with surprising information about their business.
Producing content that resets buying criteria and leads effectively to your solutions requires both org-level strategy and individual marketer capability.Read the whitepaper
Marketing, Sales and Service must work together to bring commercial insight and reduce effort in the customer's buying and service journey.Read the whitepaper
Our portfolio of marketing training and consulting solutions includes the building and activating of go-to-market messaging, along with marketing strategy and individual marketer skill development. Offerings are typically bundled and can be flexibly deployed, either as fully digital or a combination of in person and digital.
The Insight Moment
Protecting our hands means protecting our people
Kimberly-Clark redefined success when they discovered how much their customers were losing to preventable sick days.
In the highly commoditized consumer packaged goods industry, Kimberly-Clark was searching for a way to differentiate. We helped the organization derive research-based commercial insights and craft messages that uncovered powerful invisible truths about their customers’ businesses. Challenger marketing shifted the conversation to Kimberly-Clark’s unique differentiators and away from features and benefits, turning the organization into a trusted partner rather than just a vendor.
Challenger helped evolve how Kimberly-Clark communicated their value. While the company previously cited that their products kill 98% of germs and regularly offered discount packages, the Challenger Messaging process revealed a more compelling reason to buy: 5.3% of payroll is dedicated to illness-related employee absences! Imagine eliminating this issue by keeping employees healthy every day in partnership with Kimberly-Clark.
Customers felt that I was bringing value and knowledge to their business.
Professional Sales Representative
The authors of The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now, their latest research reveals something even more surprising: Being a Challenger seller isn’t enough. Your success or failure also depends on who you challenge.Learn More