Brent Adamson

Brent Adamson, co-author of The Challenger Sale, is Principal Executive Advisor for the Sales and Marketing Practice at CEB. In that role, he serves as their chief story teller, having worked on numerous sales and marketing studies broadly spanning everything from customer loyalty to sales rep performance to organizational productivity. Brent is a frequent contributor on sales topics on Harvard Business Review’s blog and CEB’s blogs as well as being published in Bloomberg Businessweek and Selling Power. He is a sought-after speaker and facilitator, with more than 20 years of experience as a professional researcher, teacher and trainer.

Matthew Dixon

Matt Dixon, co-author of The Challenger Sale and The Effortless Experience, is Group Leader of the Financial Services and Customer Contact Practices of CEB and has been with the company for over 15 years.  As a senior member of CEB’s global research team, Matt has overseen dozens of original quantitative and qualitative research studies on all aspects of customer service strategy and sales productivity. He has presented these compelling findings to hundreds of senior executives and management teams around the world, including those for many Fortune 500 companies.

Patrick Spenner

As the Director of Strategic Initiatives for CEB's Marketing practice, Pat’s areas of expertise include social media, marketing ROI, integrated marketing campaigns, agency management and customer loyalty.  Prior to joining CEB in 2005, Pat served as a business manager in Capital One's marketing and analysis group. In that role, he managed all aspects of the marketing mix for the business, including marketing communications, pricing, segmentation, sales strategy and distribution. Pat has also lead multiple research initiatives supporting heads of strategy and human resources at Global 1000 corporations. 

Nick Toman

Nick Toman, co-author of The Effortless Experience, is the Sales Practice Leader at CEB. He oversees all global research and product development efforts, serving more than 800 sales organizations around the world. For the past decade, Nick has conducted numerous studies in the space of customer service and sales effectiveness and presented these findings to business leaders and management teams around the globe. Nick’s expertise spans a variety of topics including talent management, customer experience management, sales and service operations, sales enablement and organizational culture. Nick is a frequent contributor to the Harvard Business Review.

Principal Contributors

Eric Braun

Eric serves as principal research leader for  CEB Leadership Councils. In this role, Eric plays a critical thought partner, innovator, and steward to our teams through our lengthy research studies. His influence ranges from our initial research on Challenger Selling, to the Commercial Insight framework, to Mobilizers, to the content ecosystem, and the list goes on and on. Eric often serves in the thankless role behind the scenes, but no doubt, deserves significant credit for our research findings and holding the quality bar exceedingly high on our work.

Karl Schmidt

Karl serves as the practice leader overseeing the Marketing Leadership Council. Since joining the firm, Karl has quickly established himself as a thought leader in the B2B marketing space. He's played a pivotal role in collaborating between our sales and marketing practice areas, specifically in areas related to consensus buying and demand generation. He has been a fantastic peer—ruthlessly focused on finding the right answer, challenging our teams to dig deeper, and producing fantastic research. Finally, when faced with a wealth of research, one of the most challenging decisions we face is determining the right angle to present all the work. We owe Karl a big thanks for helping frame this book around our main character—the Mobilizer.

Cristina Gomez

Cristina serves as the research director for the Sales Leadership Council, overseeing our sales research operations. Cristina‘s influence is marbled throughout this book, ranging from the challenges with customer consensus, to Collective Learning, to best practices for engaging Mobilizers and Blockers. She embodies the spirit of collaboration across our sales and marketing research teams, serving as a valuable thought partner for all things B2B. Cristina pushes our team to deliver the most cutting-edge sales research anywhere. A gifted coach, she‘s developed a tremendous research team and serves as a role model for others at CEB.

Anna Bird

Anna is the research director overseeing major research initiatives for the Marketing Leadership Council. She led the study team that uncovered just how early and difficult consensus buying dynamics are for customer organizations. Moreover, Anna has been a key contributor in shaping how marketing teams need to work differently to address that early-consensus dynamic, in particular motivating and equipping Mobilizers to carry water on the supplier‘s behalf. Anna brings tremendous energy to our teams, and continually pushes the creative boundaries of our work.

Shelley West

Shelley is a senior executive advisor with CEB‘s Marketing Leadership Council, spending her time advising members on the full range of marketing issues hitting CMO radar screens today, including Challenger and consensus purchase. Shelley also led the research team on major studies of content marketing and the drivers of commoditization pressure discussed in this book. She is famously responsible for inserting the question into B2B buyer surveys that ultimately led CEB to the 57% statistic—B2B buyers are, on average, 57 percent of the way through the purchase before they meaningfully engage supplier sales reps.

Challenger™ is a registered trademark of CEB.

Speaking Engagements

Matt, Brent, Nick and Pat  are available as keynote speakers for events, strategy sessions, onsite leadership and team workshops, etc. For inquiries about speaking engagements please contact: 

Kelly Blum, CEB