![cliff notes the challenger sale cliff notes the challenger sale](https://emtemp.gcom.cloud/ngw/globalassets/en/sales-service/images/infographics/challenger-sale-vs-sense-making-sale.png)
Marketing must step up to take the lead here. “Building (commercial) insight is an organizational capability, not an individual sales person skill.”Īn important understanding is, your Commercial Insights must “lead to your unique, sustainable strengths.” Virtually every marketer will tell you, their company strives to be a “thought leader” in their industry.” Not only because this is the kind of content most suppliers are creating, but because it’s the one most suppliers aspire to create. “Thought leadership can really get a supplier in trouble. Undoing current actions is important, and this will also be difficult. The first “A” that needs to break is our own thinking about thought leadership. CEB calls this the way to “break down the buyer’s ‘A’.” Commercial Insights are required to dislodge buyer thinking and behavior that produces their acceptance of the status quo.
![cliff notes the challenger sale cliff notes the challenger sale](https://d2slcw3kip6qmk.cloudfront.net/marketing/blog/2019Q3/sales-methodology/4-snap-selling-rules.png)
Implications for Marketing and Content StrategyĬEB asserts that developing Commercial Insight is the critical first step to sell using the Challenger approach.
![cliff notes the challenger sale cliff notes the challenger sale](https://www.getabstract.com/summary-img/25381-JCISUDXC.jpg)