Whitepaper: The challenger customer

August 26, 2015

The average B2B decision-making group includes 5.4 buyers, and the likelihood of a purchase decision being made drops to 30 per cent with that number. B2B sales and marketing teams need more than just a great product or service to win over often skeptical and disparate buying groups. Complex deals require consensus among a wide range of stakeholders across the organisation. To win bigger deals, sales and marketing must work to identify challenger customers, to forge a healthy consensus.

This whitepaper from CEB unveils research-based tools that will help you distinguish the 'mobilisers' in any organisation. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organisation.




Customer insight




198 KB