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Understand the Continuous Evolution of the B2B Buying Journey

“The Challenger Customer” unveils research-based tools that will help you distinguish the ‘talkers’ from the ‘mobilizers’ in any organization. It also provides a blueprint for finding them, engaging them with disruptive insight, and equipping them to effectively challenge their own organization. 

About the book

Supported by an enormous amount of research, real-world sales experience and practical lessons from leading sales and marketing teams, this timely book lays out a step-by-step path that anyone can follow to dramatically improve commercial performance.

Whether you're in sales, marketing, service or support — from the front line to the corner office — each chapter of this book provides surprising findings for rewriting the rules, and shows how the best companies connect with current customers, dramatically boosting sales performance as a result. All of it designed to drive decisive action among customer organizations increasingly predisposed to avoid it.

About the authors

Brent Adamson, co-author of ‘The Challenger Sale’and ‘The Challenger Customer,’ is well known for his passion for “productive disruption.” He is a sought-after speaker and facilitator, with more than 20 years of experience as a professional researcher, teacher and trainer. Brent facilitates a wide range of executive-level discussions around the world for Fortune 500/Global 1000 executives in sales, marketing, and customer service, including global sales meetings, keynote presentations, board-level presentations and hands-on best practice workshops. He is a frequent contributor on sales topics on Harvard Business Review’s blogs, as well as being published in Bloomberg Businessweek and Selling Power. Throughout the last 15 years at CEB, now Gartner, Brent has been privileged to work with some of the greatest thought leaders in B2B sales and marketing.

You can follow Brent on Twitter at @brentadamson and on LinkedIn at


Nick Toman is the head of the Sales and Customer Service Practices at Gartner, a best-selling co-author of The Challenger Customer and The Effortless Experience, and a principal contributor to ‘The Challenger Sale.’ Nick has published numerous articles in The Harvard Business Review and is a frequent contributor on sales and customer service topics for a number of blogs, including that of The Harvard Business Review and Freakonomics.

Over the past decade, Nick has conducted and presented extensive research on customer service and sales effectiveness to Fortune 500 business leaders and their teams. His expertise includes talent management, customer experience management, sales and service operations management, sales and service strategy, sales enablement and organizational culture.

You can follow Nick on Twitter at @nick_toman and on LinkedIn at

The continuous evolution of the B2B buying journey

Driving growth in today’s environment requires a new approach. Learn how sales and marketing can work together to identify and arm Challenger customers to forge healthy consensus, helping you win bigger and better deals.

Webinar replay: The Challenger Customer Overview with Brent Adamson

Listen as co-author, Brent Adamson, walks you through the concepts behind The Challenger Customer. This webinar replay provides tactics for finding the right stakeholder in the customer organization, engaging them with disruptive insight, and equipping them to effectively challenge their own organization.

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    Book reviews

    “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, “To Sell is Human” and “Drive”