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What did you like most about The Challenger Customer?
The sales and marketing landscape is changing and those changes are far reaching and permanent. Senior sales and marketing solution sales professionals are grappling with a new set of problems. Highly connected and informed 21st century buyers refuse to be sold to and instead, take control - engaging only after they have already completed 57% of their buying journey. This book explains how to change the buyer journey and what B2B sales and marketing professionals have to do to avoid becoming a statistic as even sophisticated solutions become commoditised. I sat listening to the audio book at my computer, fascinated and drawing out a mind map to enable me to quickly explain the essence of it to my team. Those of you who read the book will understand how to sell to my business better, given that information. Fascinating.
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