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Top Insights for the
World's Leading Executives

Sales & Marketing

CEB delivers insights that upend conventional wisdom and change how executives address long-standing and emerging business challenges. With our guidance, tools, and training, sales and marketing leaders drive excellence in their organizations.

Situation

B2B purchase decisions increasingly require consensus among an ever-wider range of stakeholders across the organization. Rarely is the limiting factor the salesperson’s inability to connect to any one stakeholder, but rather the stakeholders’ inability to connect with each other and to reach a healthy consensus.

Insight

Leading organizations equip a very specific type of stakeholder, a Mobilizer, who is highly skeptical, supplier agnostic, and willing to challenge the status quo—the kind of customer most salespeople avoid.

Potential

Mobilizers inspire their organizations to act and forge healthy consensus (well beyond lowest-common denominator agreement).

In the News:

The Portrait of the New High Performer in Service

Situation

Service leaders are pressured from all sides: greater customer demands, more complex issues, and cost constraints. Customer loyalty is on the line with every interaction, and that lies squarely on the customer service rep’s ability to deliver low-effort service.

Insight

Service organization and customer changes have fundamentally shifted the type of person who is best suited for the customer service rep role, and organizations need to rethink their talent strategy.

Potential

Top performers are naturally suited to simplify the issue resolution process for customers and create low-effort, high-loyalty outcomes.

Situation

Marketing is in a period of intense experimentation. Marketing communications have changed so much that even the term “campaign” feels outdated. Uncertainty and low success raters have put pressure on ROI, and now many brands are re-assessing their advertising spend with more agency under review now that in the past three years combined.

Insight

No amount of creative genius or media innovation will drive consistent high performance without a strong core idea. Our research shows that the best-performing initiatives are not just based on ideas that resonate, but rather on ideas that challenge cultural norms.

Potential

Brands that develop culturally disruptive marcom initiatives benefit from a median sales increase of 20%.

Situation

Despite substantial investments made by heads of Communications to improve change communication, employees continue to be stressed by change. Change-stressed employees create a drag on productivity that threatens organizational performance.

Insight

Most communicators focus on preventing performance declines by building employee commitment to change, but this approach fails to take into account how change can destroy people’s fundamental ability to do their jobs. Improving employee capability is by far the most effective way to drive performance through change.

Potential

Improving employee capability is three times more powerful than commitment in driving performance through change.


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