Study: how B2B challenger brands run their GTM

Most GTM playbooks are written for market leaders. This research was built to understand a different reality, the one of the “challenger brands”: starting ten steps behind, constrained by small teams, tight budgets, legacy KPIs, and a persistent struggle to get into the buyer’s initial consideration set.

We asked marketers at those companies about their day-to-day struggles and what they are doing to overcome them.

Find out how B2B challenger brands compete, invest, and win (with real-life examples) against market leaders ⬇️