Based on new CEB research from thousands of B2B marketers, sellers and buyers around the world,The Challenger Customershows you how to find these 'mobilizers' and equip them with the tools to effectively challenge their own organizations on your behalf. This ground-breaking book is the blueprint you need to make the sale again and again.
BRENT ADAMSON is a managing director in the Sales and Marketing
Practice of CEB. He is a coauthor of The Challenger Sale and a
frequent contributor to the Harvard Business Review.
MATTHEW DIXON is executive director of the Financial Services and Customer Contact Practices of CEB. He is a coauthor of both The Challenger Sale and The Effortless Experience and is a frequent contributor to the Harvard Business Review.
PAT SPENNER is a managing director in the Sales and Marketing Practice of CEB. He is a frequent contributor to Forbes and the Harvard Business Review.
NICK TOMAN is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Effortless Experience and is a frequent contributor to the Harvard Business Review.
CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with its advanced research methodologies and human capital analytics, CEB equips senior leaders and their teams with insight and actionable solutions to transform operations.
A handbook of practices that will help you get into your customers'
heads, deliver good value and win the sale
*Daniel H. Pink, author of To Sell is Human and Drive*
I love it. This book will set the tone for years of work to come. The CEB team has just added the HOW to the WHAT that we have all been searching for since we launched into the Challenger journey
*Mitch Little, vice president, worldwide sales and applications, Microchip Technology Inc.*
An essential new way to think about the sale
*Seth Godin, author, Linchpin*
Lays out a blueprint for how sales and marketing departments must rethink their approach to winning more business. What worked in the past is clearly having diminishing returns today and will likely lead to failure in the future
*John Graff, vice president, corporate marketing, National Instruments*
'Provides evidence-based insights and practical guidance for solving one of today's most pressing commercial challenges: complex decision making within customer organizations. It clearly shows what distinguishes the best sellers and marketing organizations from the rest
*Pinder Sahota, general manager, Smith & Nephew*