Challenger™ Field Marketer Role Guide

Inside
New 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
4
2
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

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What a Field Marketer Under
the Challenger™ Model Looks Like
market reframe
value propositions
Commercial Insight
customer enablement
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Commercial Insight
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© 2015 CEB. All rights reserved. 2Key Takeaway The Nitty GrittyHome What Should I Do Differently?

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

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
© 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?

“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?”
“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.
Not Sales Enablement,
but Customer Enablement

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...
Diverse customer buying groups face
their most difficult consensus hurdles
long before sales reps really get that
involved in the purchase decision.

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.
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.
11Key Takeaway The Nitty GrittyHome What Should I Do Differently?

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.
Break Down the “A”
Before You Build up the “B”

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...
14Key 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.
Bring that Commercial Insight to life
for your customers, in their terms,
through your marketing and sales
enablement efforts.

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?© 2015 CEB. All rights reserved.

More
Resources
1.
Top Resources
for Field
Marketers
Learning the
Challenger™
Model
2.
Learn More
About Challenger
Marketing

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 are available to CEB Marketing Leadership Council™
member organizations via the member website for large enterprises or
middle-market organizations.

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. CEB 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
Inside
What a Product Marketer Under the Challenger Model Looks Like • 2
Key Takeaway • 19
The Nitty Gritty • 20
In 10 minutes or less—no pressure
“I’m a Product Marketer in a
On Twitter
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Inside
What a Field Marketer Under the Challenger Model Looks Like • 2
Key Takeaway • 16
“I’m a Field Marketer in a
On Twitter
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Inside
What a Demand Generation Manager Under the Challenger Model Looks Like • 2
Key Takeaway • 16
“I’m a Demand Generation Manager
in a Challenger™ Organization.
On Twitter
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Inside
What a Channel Marketing Manager Under the Challenger Model Looks Like • 2
Key Takeaway • 19
“I’m a Channel Marketing Manager
in a Challenger™ Organization.
On Twitter
On LinkedIn

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
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than 85% of the FTSE 100. More at cebglobal.com.
© 2015 CEB. All rights reserved. CEB153337GD
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Challenger™ Field Marketer Role Guide

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Challenger™ Field Marketer Role Guide