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.

Why Do You Turn to CEB for Support? - Simon Lee

Beginning the Challenger Journey

Global Head of Business Operations, Thomson Reuters

Challenger Sale - Don Strimbu

Developing an Organization Using Our Challenger Model

Sr Manager of Global Internal Sales Training, Autodesk

Challenger Sale - Stefan Radwanski

Making the Sales Experience a Competitive Advantage

VP of Sales and Marketing, Cameron Surface Systems

Interview with Neil Rackhan

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.