Table Of Contents
Pg 3 - New to the Challenger™ Model? Here It Is, in a Nutshell
Pg 4 - What a Product Marketer Under the Challenger Model Looks Like
Pg 5 - What Should I Do Differently?
Pg 19 - Key Takeaway
Pg 20 - The Nitty Gritty
Pg 25 - More Resources
First 3 Pages
“I’m a Product Marketer in a Challenger™ Organization. What Do I Do Differently?”
In 10 minutes or less—no pressure
New to the Challenger™ Model? Here It Is, in a Nutshell •1
What a Product Marketer Under the Challenger Model Looks Like •2
What Should I Do Differently? •3
Key Takeaway •19
The Nitty Gritty •20
More Resources •25
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.”
When crafted well, Commercial Insights lead customers to value— and pay for—the incremental performance you provide.
1. Customer are
of the way through the purchase decision before they meaningfully engage supplier sales reps.
2. What are they doing in that 57%?
They are learning—about their problem, potential solutions, and your offering.
3. 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.
4. 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