Four years ago, The Challenger Sale overturned decades of conventional wisdom with a bold new approach to sales. Now our latest research reveals something even more surprising: Being a Challenger seller is not enough. Your success or failure also depends on who you challenge. To win today, you need a Challenger inside the customer organization, a Mobilizer. CEB will reveal what high-performing B2B teams grasp that their average-performing peers don't. Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson's inability to connect to any one individual stakeholder. It's far more often their inability to connect them to each other. Join Brent Adamson, Principal Advisor for CEB and co-author of The Challenger Sale. Brent facilitates a wide range of executive-level discussions around the world for Fortune 500/Global 1000 executives in sales, marketing, and customer service. Check out the session video: http://bit.ly/1MnKzqu

1. Sales Summit 2015
1 Day.
13 sessions.
14 Sales Thought Leaders.
www.salesforce.com/
sales-summit/
Join the conversation
#SalesSummit #DF15

2. The Challenger Customer
#SalesSummit #DF15
​ Brent Adamson
​ Principal Executive Advisor, Sales & Marketing
​ CEB
​ @CEB_Challenger, #ChallengerCustomer
​
https://www.salesforce.com/sales-summit/

3. © 2015 CEB. All rights reserved
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That Was Then...
© 2015 CEB. All rights reserved
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• Always goes the extra
mile
• Doesn’t give up easily
• Self-motivated
• Interested in feedback
and development
• Always has a different
view of the world
• Understands the
customer’s business
• Loves to debate
• Pushes the customer
• Reliably responds
• Ensures that all
problems are solved
• Detail oriented
• Follows own
instincts
• Self-assured
• Independent
• Builds strong customer
advocates
• Generous in giving
time to help others
• Gets along with
everyone
Hard Worker Challenger Relationship Builder
Lone Wolf Problem Solver

4. © 2015 CEB. All rights reserved
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Traversing the Solutions Graveyard
Customer
Status Quo
Agreement
on a Vision
Purchase
Decision
Single
Stakeholder
Agreement
Organizational
Consensus

5. © 2015 CEB. All rights reserved
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Bigger Groups, Fewer Purchases
n = 3,000.
0%
50%
100%
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%

6. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Bigger Groups, Fewer Purchases
n = 3,000.
0%
50%
100%
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%
5.4
Average Buying
Group Size

7. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Track Them all down, and Win Them all over
Stakeholder 1:
CIO
Rep Angle: Minimal work-
flow disruption
Positioning: Seamless
integration with legacy
systems
Stakeholder “Closed”
Stakeholder 2:
Financial Analyst
Rep Angle: Cost
savings
Positioning: Write-off of
existing platform
Stakeholder “Closed”
Stakeholder 3:
Marketer
Rep Angle: Deeper
customer segmentation
Positioning: Develop effective
segmentation targeting
strategies
Stakeholder “Closed”
1. Accessing Individuals2.ClosingIndividuals

8. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Surprising Results
0%
8%
(8%)
4%
(4%)
ChangeinLikelihoodofMaking
aHigh-QualitySale
Access to
Stakeholders
Evaluating Purchase
Positioning Offering on
Value to an Individual
Stakeholder

9. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
The Real Enemy
1.5
Stakeholder Diversity Index
Stakeholder
DysfunctionIndex
2.0
2.5
2.5 4.0 5.5
Stakeholders don’t
have a fair say
Stakeholders avoid
discussing key issues
Stakeholders have multiple
disagreements
Kinds of dysfunction:

10. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
The Lowest Common Denominator
Stakeholder 1
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 2
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 3
Mental Model
Goal
Priorities
Metrics
Means

11. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Seven Types of Customer Stakeholders
The Teacher The BlockerThe ClimberThe Guide
The Go-Getter The FriendThe Skeptic

12. © 2015 CEB. All rights reserved
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Mobilizers Get the Deal Done

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What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline

14. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
How to Find Mobilizers

15. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline

16. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
Break down the “A,” then Build up the “B”
Current
Beliefs/Behavior
Desired
Beliefs/Behavior
A B

17. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline

18. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
What Now?
1. Identify Mobilizers versus “Champions”
2. Engage Mobilizers with Commercial Insight, not Thought Leadership
3. Equip Mobilizers to Coach Customers toward Collective Change
4. Track Mobilizer Progress through a Customer-Verified Pipeline

19. © 2015 CEB. All rights reserved
#SalesSummit #DF15 #ChallengerCustomer
• ceburl.com/Salesforce15
• ChallengerCustomer.com
• #ChallengerCustomer
• #SalesSummit #DF15
• @CEB_Challenger
Learn More and Join the Conversation

20. Salesforce Sales Leadership Community
www.salesforce.com/salesleadership
#SalesSummit #DF15

21. Thank you