About the Session

Matt Dixon is one of the most trusted voices in B2B sales, known for his work on The Challenger Sale, The Challenger Customer, and The JOLT Effect. Together with longtime research partner Ted McKenna—and this time, along with co-authors Rory Channer and Karen Freeman—they have spent decades uncovering what sets high-performing sellers apart.

Their latest research takes them into the world of professional services, exploring how elite “doer-seller” Rainmakers win business. Drawing on a comprehensive, quantitative study of nearly three thousand partners—spanning law, accounting, consulting, investment banking, executive search, and public relations—The Activator Advantage identifies five types of partners found across the professional services landscape and shows how only one of them—the Activator—drives consistent growth.

This webinar explored key findings from The Activator Advantage and spotlight what lessons translate for sales leaders and teams in B2B sales.

Key Discussion Topics

• New patterns arising in customer purchasing

• Parallels for suppliers who sell services as part of their overall portfolio of solutions

• How customers value expertise

• How different go-to-market approaches result in varying levels of success