abstract building

Challenger™ Messaging Certification

Sales Effectiveness Solutions

Changing Customer Conversations with Commercial Insight

Today's customers have access to more information, require more internal stakeholder consensus to make a purchase, and have more options to solve their business issues. As a result, they delay interacting with suppliers until much later in the buying process – forcing your sellers into the dreaded commodity trap, where price battles and heavy discounts are required just to 'win' a deal.

Leading sales and marketing teams are partnering to overcome these challenges by changing the way they engage customers. Instead of focusing the conversation on product features that rarely influence purchasing decisions or subjecting customers to dozens of diagnostic questions about problems they're already aware of, they are creating disruptive insights – information that teaches a customer something new about their business – that leads back to the supplier as the choice solution.

How We Can Help

We know building and delivering Commercial Insight is not easy - that's why regardless of where you are in your journey, CEB has resources and support to help you. From driving a deep conceptual understanding of commercial insight, to building commercial insights for your organization, to actually embedding the insight creation capabilities necessary to scale and sustain your Challenger Messaging strategy, CEB can help.

Featured Resources


View this infographic to see how a team of Certified Message Consultants can create value for your most critical customer segments.


Download your Challenger Messaging toolkit today to better understand the steps necessary for sustaining a Challenger Messaging strategy.

Video & Case Study

Interested in seeing the Message Creation Workshop experience in action? Watch
and read Schibsted’s experience

Additional Resources


I Want to...

Create Commercial Insight


Work with CEB to access research and resources used to create Challenger™ messages for three customer segments.

Key Goals and Deliverables
  • Gain a deeper understanding of the Challenger Messaging Methodology.
  • Generate three Commercial Insights for a strategic solution or solution set.
  • Package insights in Challenger messages to help sales team drive revenue growth.
  • Learn best practices to ensure message adoption by the sales

Receive CEB assistance in creating Commercial Insights and three Challenger messages.


Develop Internal Skills to Sustain


License CEB’s methodology (including the supporting resources), and certify a team of individuals within your organization.

Key Goals and Deliverables
  • Generate three Commercial Insights for a strategic solution or solution set.
  • Develop the organizational capability to create Commercial Insights on an ongoing basis.
  • Certify individuals to become internal Challenger messaging consultants.
  • Develop consistent guidelines for collaborating to create Commercial Insights.

Develop the internal capability to create Commercial Insights and Challenger messages on your own.