It is not just about sharing newsworthy information with your customers because that will only attract initial curiosity without any lasting impact. What is a challenger message? A Challenger message with a true, impactful commercial insight needs to meet a high bar and goes well beyond information and traditional thought leadership. However, just as products and solutions face increasing commoditization, we are also seeing “good enough” credible information crowd out even the best sales messages. Is Challenger sales still relevant? Is the challenger sales methodology still effective? We can definitively say that Challenger, while a decade old, is still highly effective.
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