Challenger Field Marketers Put Customer Enablement Before Sales Enablement

In my last post, I wrote about product marketers in a Challenger go-to-market model, and the misplaced emphasis on value propositions. As you’ll remember, the number one thing a product marketer needs to do differently under Challenger is cut the time spent sharpening value props and start shifting that focus to developing Commercial Insights instead. Now that we know what product marketers need to do, I’d like to discuss the changes field marketers need to make in regards to how they think and behave under a Challenger model.