The Challenger Sale: Taking Control of the Customer Conversation, authored by Matthew Dixon and Brent Adamson, was published in 2011. We studied thousands of customers and sales professionals around the world, spanning every major industry, geography, and go-to-market model. We discovered that customers have fundamentally changed the way they buy, which has forced companies to evolve in how they sell.

Sellers who perform best in this new, complex sales environment have a distinct set of behaviors and skills. And these high-performers are known as Challengers.

Learn more about The Challenger Sale.

Find out if you have what it takes to be a Challenger and then challenge your friends!

View a video chat with the authors and read extensive media coverage on the book and Challenger Selling™ model.

Download bonus materials including the book forward by sales guru Neil Rackham.


The Challenger Customer:, authored by Matthew Dixon, Brent Adamson, Nick Toman and Pat Spenner, was published in 2015. Just being a Challenger seller isn’t enough. Your success or failure also depends on who you challenge. To win today, you need a Challenger inside the customer organization - a Mobilizer.

Our research reveals that high-performing B2B  teams grasp something that their average-performing peers don’t: Now that big, complex deals increasingly require consensus among a wide range of players across the organization, the limiting factor is rarely the salesperson’s inability to connect to any one individual stakeholder. It’s far more often their inability to connect to each other.  

Learn more about The Challenger Customer.

View video chats with industry influencers on the challenge of consensus buying and read extensive media coverage on the book.

Download bonus materials including a Commercial Insight Audit.