This paper aims to help challenger marketers identify and target the right customer organization.
This paper adopts a customer organization profiling route to targeting for challenger marketing that is predicated on a thematic analysis of key findings of customer organization profiles from an international case study.
This paper introduces and explains the concepts of aggressiveness to succeed, compatibility of offerings, openness to new ideas and willingness to take action (or A-C-O-W) as components of a newly developed customer organization profiling matrix for challenger marketing.
The A-C-O-W customer organization profiling matrix offers a fresh conceptual outlook for targeting customer organizations using a challenger marketing approach in the contemporary business-to-business (B2B) marketplace.
The A-C-O-W customer organization profiling matrix illuminates how challenger marketers can target the right customer organizations in the contemporary B2B marketplace.
The A-C-O-W customer organization profiling matrix is a pioneering concept for challenger marketing in B2B theory and practice.
This paper forms part of the special section “Closed to new submissions challenger sale – future of selling?”, guest edited by Talai Osmonbekov.
Lim, W.M. (2019), "How can challenger marketers target the right customer organization? The A-C-O-W customer organization profiling matrix for challenger marketing", Journal of Business & Industrial Marketing, Vol. 34 No. 2, pp. 338-346. https://doi.org/10.1108/JBIM-02-2017-0039
Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited