Why Challenger™

CEB launched a series of studies that targeted thousands of customers and sales professionals around the world, spanning every major industry, geography, and go-to-market model. The studies have three critical findings:

  • Customers have fundamentally changed the way they buy, which has forced an evolution in how companies sell.
  • As discussed in The Challenger Sale, the sellers who perform best in a complex sales environment have a certain set of behaviors and skills. These high performers are known as Challengers.


of customer loyalty is driven by the sales experience.


increase in revenue, after implementing Challenger™ strategy.

Client Experiences

Listen to executives from premier organizations share how embedding Challenger™ principles has driven results in their organizations.

Beginning the Challenger Journey

Global Head of Business Operations, Thomson Reuters

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Developing an Organization Using Our Challenger Model

Sr Manager of Global Internal Sales Training, Autodesk

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Making the Sales Experience a Competitive Advantage

VP of Sales and Marketing, Cameron Surface Systems

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Interview with Neil Rackham

Listen to Neil Rackham, author of Spin Selling, discuss what makes Challengers different and why they are even more important in today’s selling environment.