It's How You Sell, Not What You Sell

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.