Four years ago, “The Challenger Sale” overturned decades of conventional wisdom with a bold new approach to sales. Now our latest research in the follow-on book, “The Challenger Customer,” reveals something even more surprising: 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.

In this guide, CEB's Principal Executive Brent Adamson shares:

  • Why your salespeople need to target Challenger Customers
  • How to figure out who the 5.4 stakeholders are, how to get access, and how to engage them
  • How to effectively sell in today's world

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