Challenger Sale

It's How You Sell, Not What You Sell

The New World of

The traditional approach to selling and marketing no longer works in today’s buying environment. Deals are becoming increasingly complex and customers have access to more information earlier in the sale than ever before. As a result, customers are buying in new ways, delaying initial contact with suppliers and requiring greater consensus to move forward.

Winning organizations lead with insight and challenge customer assumptions to mobilize customers around a purchase.

For the first time, our customers know more about us than we know about them.”

Vice President, Sales
Health Care Industry

Compete and Win in a Customer Empowered World

Introducing Challenger Selling™

CEB 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.

The Challenger Sale
An Overview

View a brief summary of the insights, concepts and groundbreaking research featured in The Challenger Sale.  Understand why Challenger Sellers succeed in the new buying environment and how you can begin to find them in your organization.


“We've learnt that insights are powerful and that language within our business has changed as a result of Challenger.”

Kendra Hammond,
Chief People Officer,
Vita Group

The Product

Identify and Develop

The customer purchase experience is your greatest point of differentiation when it comes to winning sales and driving customer loyalty. Leading B2B commercial organizations address this by helping their sellers develop a specific set of skills and behaviors.

We equip you to build your sales organization's capability by hiring and managing key talent using the Challenger™ Selling model, training sellers on a proven strategy, and developing managers for better coaching.

Disruptive Insight

Customers are already 57% through the purchase process before they approach a supplier. This means you need disruptive insights to engage them early. Give your customers a credible, surprising way to operate more effectively, which leads back to your unique strengths. 

We support your team to create these insights – from developing an initial set of Challenger messages to embedding the required capabilities for sustaining the strategy.

Seller Success

As you invest in building your sales teams skills, reinforcing these new behavioral shifts is critical. To do so, organizations turn to video technology to gain visibility across highly distributed, global teams. From there, companies can easily continue development, embed key skills, and create a place where sellers can receive quick manager feedback and coaching.

With our video technology, your sales teams and managers can deploy video-based programs for sellers to practice Challenger skills and sharpen sales execution. 

“So for us, we're very excited about the opportunity in front of us with the Challenger model and how we continue to implement it.”

Scott Shillington,
Vice President, Sales,

Meet the Experts

Meet the team behind The Challenger Sale.

Brent Adamson

co-author of The Challenger Sale and The Challenger Customer

Matt Dixon

co-author of The Challenger Sale and The Challenger Customer

Nick Toman

co-author of The Challenger Customer

Read More        Press Inquiries

Success Stories


Case Studies

GM directly attributed 27,000 sold vehicles to challenger, totaling nearly $400 million, including 54 accounts won over from direct competitors.

Challenger-trained individuals at SAP closed 26% more deals faster and generated 27% more revenue for the organization.

Nine months following the Challenger Development Program, vAuto recorded 248% annual growth in its sales to independent auto dealers.

Decision Making Resources


CEB Challenger Implementation

Thinking about bringing the Challenger Model to your organization? Your no nonsense guide awaits.

Bonus Materials

Challenger Sale

Use supplemental tools including the Challenger self-assessment, coaching guide and book discussion guide as you think about starting the Challenger journey.



CEB Challenger Messaging

Learn how to create commercial interactions your customer will value.

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Featured Press

“There are other folks that are trying to implement the Challenger Sale and have things going on in their business that are very similar to what we have, and that network has just been wonderful.”

Wendy Gallery,
Vice President, Sales,

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