LEADING THE CHALLENGER SALE | SEASON 1, EPISODE 2

Building a successful
commercial insight engine
Thursday, March 9
 Recording and slides will be shared in the
next few days

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Andee Harris leave
Host & CEO

2
Meet today’s special guest

“
Sales and marketing alignment is a shared
system of strategy, communication,
execution, and goals that enable sales and
marketing to operate as a unified team.
Working together, aligned teams can
deliver high-impact marketing activities,
Jon Perera
Chief Marketing Officer
boost sales effectiveness, and ultimately,
grow revenue.

© 2023 Challenger Performance Optimization, Inc. 3

“Battle scars” and horror stories

Only 12% of marketers Only 25% of B2B 79% of marketers said

said that they use sales
data to improve their
marketing campaigns.
Source: Salesfusion
marketers said that their that they have not aligned
organizations’ sales and with sales because of lack
marketing teams were of time or resources.
fully aligned.
Source: LinkedIn

while

Only 8% of B2B 42% of marketers say

companies say they have that communication
tight alignment between breakdowns between
sales and marketing on sales and marketing are
their goals, strategies, their biggest challenge.
and metrics.
Source: B2BMarketing.net
Source: Forrester

© 2023 Challenger Performance Optimization, Inc. 4

The case for strong sales and marketing alignment

67% 20% 24% 38%

better at growth rate faster revenue higher sales
closing deals growth win rates
Source: HubSpot Source: Marketo

while

Poor alignment
27%
leads to 4% faster profit growth
decline over a three-year
period
Source: Aberdeen Group

Source: SiriusDecisions

© 2023 Challenger Performance Optimization, Inc. 5

 LinkedIn’s 2023 Jobs on the Rise Report

CRO is the fastest growing job title over

the past 5 years
Rise of the
Chief Revenue Source

Officer
The leader who can fold
marketing, sales, and
customer success into one
seamless revenue machine.

6
POLLING QUESTION

In which area of sales and marketing alignment

does your organization struggle the most?

11% No shared goals and objectives 26% Inconsistent execution

Lack of collaboration on messaging 12% Poor communication

22%
and positioning

2% Culture of blame
11% Siloed data and systems

16% Different metrics for success

© 2023 Challenger Performance Optimization, Inc. 7

What does “good” sales and marketing alignment
look like?
THE FIVE IMPERATIVES

1 Create dynamic alignment on shared goals

2 Build trust between leaders, foster open

and real communications

3 Scale winning behaviors for consistent

execution

4 Promote dynamic alignment

5 Deliver one narrative

Watch Read

© 2023 Challenger Performance Optimization, Inc. 8

MESSAGING DEVELOPMENT

Creating a shared
narrative
 The old way

Marketing Sales

© 2023 Challenger Performance Optimization, Inc. 10

 The new way

Marketing Client Success

Sales Account
Management

© 2023 Challenger Performance Optimization, Inc. 11

Customers are

57% How do you avoid becoming

of the way through the commoditized?
purchase decision before
they engage sellers

Sales and marketing collaborate to create a “Commercial Insight”

• Disrupts what customers currently think about their business
• Leads them to the unique value of your solution/offering
• Not a story about you, it’s a story about the customer and how they’ve missed something
materially important to their business

© 2023 Challenger Performance Optimization, Inc. 12

Commercial Insight is not something you find…
You make it.

Defining your unique strengths and differentiators

Identifying outcomes the customer cares about and conventional beliefs

associated with outcome drivers and detractors

Understanding what’s different, what’s new, or what’s shifting in the customer’s

world that would invalidate their conventional beliefs and accepting the status quo

Conducting additional research to describe the cost of not taking action

Testing and validating assumptions and assertions made in a commercial insight

© 2023 Challenger Performance Optimization, Inc. 13

Example: Franke Eco3Ice technology
Initial Message: Customer Reaction:
“Eco3Ice is a compact, microbe-killing device Bob cleans our ice machine at 11 am, 5 pm,
that retards biofilm, slime, mold, and algae and 11 pm.
growth inside the ice machine. Eco3Ice can save
you time and money and protect your ice better
than standard OEM cleaning.”

New Message:
The hidden cost of regular ice machine cleaning.

© 2023 Challenger Performance Optimization, Inc. 14

MESSAGING DEPLOYMENT

Building a repeatable
process
 People Process Tech

How should I adjust Is there a collective vision How can our existing
different team throughout my marketing tech stack support
members’ job and role organization for creating creating and deploying a
expectations? and deploying a shared shared narrative? Do we
narrative? need to consolidate or
add new tech?

© 2023 Challenger Performance Optimization, Inc. 16

People Process Tech

Avoiding pitfalls

© 2023 Challenger Performance Optimization, Inc. 17

Customers are buying differently today. You need
to…

Develop Systematize the Drive Behaviors

Operational Rigor Process/Engine that Stick

© 2023 Challenger Performance Optimization, Inc. 18

Next Steps
1 Highspot Marketplace: Bring
Challenger expertise directly into
your reps’ workflow. Install the
Challenger package from the
Marketplace.

2 Learn More: Find out how your

enablement strategy can drive
revenue impact in 2023 with the
Sales Enablement Maturity Report.
Q&A
 Leading the Challenger Sale Winning the Challenger Sale
Webinar Series Podcast

UP NEXT MARCH: SALES AND MARKETING SYMBIOSIS

Social selling Lori Richardson, CEO & Founder,

Score More Sales
April 2023
Listen now
Build your brand as a creative source of valuable
insight and unlock the lead gen potential of Michael Schaumberger, Principal
social media. Executive Advisor, Challenger
Coming March 14

Andee Harris, Host & CEO, Challenger Jon Perera, CMO, Highspot
Coming March 21

Ryan Barretto, CEO, Sprout Social Margaret Mueller, President, The

Executives’ Club
Coming March 28
© 2023 Challenger Performance Optimization, Inc. 21