The client
Challenger Inc. is renowned for their research-based Challenger selling approach. They’ve developed programs to help implement the methodology and transform sales teams.
The challenge.
Challenger Inc. faced the task of transforming their traditional GTM approach into a highly segmented and targeted ABM strategy with a limited media budget. They needed to align their sales and marketing teams, develop targeted messaging, and implement a scalable and trackable program within their existing systems.
The strategy.
The success of the program was built on the creation of a bespoke Go-to-Market (GTM) strategy, meticulously designed to be both transformational and repeatable, Intelligent Demand and Challenger knew that precise segmentation and targeting would be key. Challenger would also need effective SDR/BDR/AE prospecting and a multitouch approach to help them engage their audience.
This strategy empowered Challenger to engage creatively and meaningfully with target accounts, leveraging high-value offers (HVOs), bespoke sales playbooks, and precise growth play tracking. Through close collaboration, we enhanced their SalesOps platform, ensuring streamlined execution of these strategies.
One of the pivotal aspects of our collaborative success was the development of agile messaging tailored to unique personas. Our strategic oversight facilitated the crafting of compelling narratives that resonated deeply with audience segments. This messaging served as the cornerstone, helping to cut through digital noise and foster genuine connection and engagement.
The partnership wasn’t just about execution; it was about integration at every level. ID’s role was to harmonize technical, strategic, and creative dimensions, ensuring all efforts were aligned with Challenger’s overarching business goals. The multilayered tracking systems implemented enabled ongoing measurement of growth plays, optimizing strategies in real-time and fostering a culture of continuous improvement.
The Results
The Challenger sales and marketing team worked closely to create a priority Target Account List across expansion and acquisition accounts. ID brought a complete picture to life by conducting a data validation exercise leveraging a combination of software and our account analysis processes, delivering valuable insights to identify gaps and provide recommendations to append buying committee contacts.
In a partnership defined by strategic excellence, ID has guided Challenger, Inc. in achieving sustainable growth through innovative methodologies. By embracing a data-centric approach, Challenger continuously refines its strategies to seize new opportunities and drive market leadership. This commitment to adaptability ensures not only immediate achievements but also long-term resilience in a competitive landscape. The success of this partnership underscores the importance of strategic innovation and agile execution, setting a benchmark for future endeavors.
Campaign by the numbers
The campaign consisted of targeted accounts and a clear HVO registration goal. With a limited budget, these targeted accounts were split by Expansion and Acquisition to ensure the best chance of meeting the goal set and ensure followthrough.
Targeted
Targeted
Goal Hit
(and Completed)
