产品营销角色指南（英文版）.pdf

“I’m a Product Marketer in a Challenger™ Organization. What Do I Do Differently?” In 10 minutes or less—no pressure Inside New to the Challenger™ Model? Here It Is, in a Nutshell • 1 What a Product Marketer Under the Challenger Model Looks Like • 2 What Should I Do Differently? • 3 Key Takeaway • 19 The Nitty Gritty • 20 More Resources • 21 Available Challenger Role Guides • 24 Share This with Your Network: On Twitter On LinkedIn The business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker New to the Challenger™ Model? Here It Is, in a Nutshell 1 Customers are 1 57% 2 What are they doing in that 57%? of the way through the purchase They are learning—about their problem, decision before they meaningfully potential solutions, and your offering. engage supplier sales reps. 2 4 4 Winning suppliers (Challenger™ 3 That means you get commoditized. commercial teams) teach customers Customers know about the incremental something new that reframes how performance your solutions provide, bu