The Challenger Customer

“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. Helping your clients make buying decisions and then moving them to action, in your direction, is the HOW in this book that makes the biggest difference of all.” —MITCH LITTLE, vice president, worldwide sales and applications, Microchip Technology Inc.“There is no sale more misunderstood (and expensively misunderstood) than the B2B sale. Here, in black and white, is an essential new way to think about it.” —SETH GODIN, author, Linchpin“The Challenger Customer 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“The authors of The Challenger Customer have done high-quality and in-depth research that maps out the road ahead for marketers. The result is 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“This book 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

BRENT ADAMSON, coauthor of The Challenger Sale, is a principal executive advisor in the sales and marketing practice at CEB.

MATTHEW DIXON, coauthor of The Challenger Sale and The Effortless Experience, is the group leader of the financial services and customer contact practices at CEB.

PAT SPENNER is the strategic initiatives leader in the sales and marketing practice at CEB.

NICK TOMAN, coauthor of The Effortless Experience, is the sales practice leader at CEB.

All four authors are frequent contributors to the Harvard Business Review and live in the Washington, D.C., metro area.

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.