Challenger Marketing™

The right message. The right time. The right way.

More Content,
Poor Return
Research shows an increasingly hard-to-reach customer.

51%

of customers tune out your marketing efforts

34%

of customers retaliate after an undesired contact

84%

of companies plan to increase content marketing spend

3%

Median MQL conversion rate to revenue

Transform To Provide An Uncommon Customer Experience
Challenger Insights Break Through the Noise
Customers are most likely to reset buying criteria when confronted with surprising information about their business.
The Challenger Customer Experience Framework
Your Marketing, Sales and Service functions have one primary thing in common: your customer. At Challenger, we've spent years researching and transforming customer experience in many of the largest and most progressive companies in the world. This has taught us a few things we'd like to share. Let's explore.
Develop a marketing strategy for today's buyer
Today's customers spend only 17% of the total buying journey talking directly to suppliers. Engage them with content that helps them learn on their own.
Train B2B marketing as a unique profession
As many as 70% of marketing professionals report having no formal marketing background. Train and develop them to take a customer-centric approach to their work.
Deliver a message that changes minds
Marketers currently capture, at best, 12% of a customer's mindshare across the buying journey. Use commercial insight to cut through the clutter and drive change.
Teach customers at every touchpoint
Customers tune out the majority of content marketing and demand generation activities. Weave commercial insight into all touchpoints of your marketing ecosystem.
Find and sustain what works
Only 33% of organizations are confident in the connection between their marketing activities and business metrics. Adopt a ruthless dedication to review and measurement.
Screen for the right raw material talent
Only 17% of candidates have today's optimal EQ/IQ for selling. Screen for hires with a proclivity to teach and challenge the status quo.
Develop new foundational selling skills
Sellers who don't perform powerful sales experiences won't engage today's customers. Embed in all sellers the foundational skills most likely to generate high performance.
Coach the change in seller behavior
When managers fail to coach, team performance suffers and transformations don't stick. Develop coaching skills and hold managers accountable for using them.
Bring your sales experience to the right people
Customers easiest to talk to may not be the best to sell to. Find the optimal stakeholder profile to best progress your opportunities.
Sustain new behaviors over time
New sales behaviors won't embed without dedicated practice, support and success sharing. Ensure that all levels in the sales organization play an ongoing/supportive role.
Sustain change over time
New customer service behaviors won't embed without practice, support and success sharing. Ensure that all levels in the service organization play an ongoing/supportive role.
Evaluate the behaviors that matter most
The era of checklist-based QA is over. Adopt behavior- and trends-based evaluations to measure performance.
Focus coaching conversations on behaviors
Poor coaching hurts performance nearly twice as much as good coaching helps. Coach in the moment and focus on behaviors that drive desired outcomes.
Develop core skills for low-effort service
Soft skills that focus on creating relationships do not reduce customer effort. Train on new-in-kind skills aligned to delivering a low-effort service experience.
Meet expectations of the modern customer
Service organizations overestimate the reward for exceeding customer expectations. Adopt a strategy focused instead on providing low-effort service.
What experience should your sellers provide?
84% of customers report a buying journey taking longer than expected, Deliver a sales experience that makes it easier to buy.
Challenger in the Marketing Function
Producing content that resets buying criteria and leads effectivly to your solutions requires both org-level strategy and individual marketer capability.
What keeps your customers loyal?
96% of customers who experience high-effort service will be disloyal. Focus on reducing the effort.
Powerful Insight, Less Effort
Marketing, Sales and Service must work together to bring commercial insight and reduce effort in the customer's buying and service journey.

Our Marketing Solutions


Our portfolio of Challenger marketing 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.

Meeting the challenge

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.

Making the pivot

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

Kimberly-Clark

the challenger sale

A decade of wisdom

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.

Let’s have a conversation
sales
Do your sellers deliver an experience that inspires customers to act? Learn More
marketing
Do you deliver marketing messages that really matter?
Learn More
service
Are your service experiences effortless?
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