ETL – “The Challenger Sale” Co-Author Brent Adamson Talks Thought Leadership Research

Brent Adamson and Matt Dixon changed the way B2B companies think about selling their products and services 13 years ago with their groundbreaking book, “The Challenger Sale," which was a bestselling sales book from the Corporate Executive Board on how to win over customers -- by challenging them to think differently about their problem and how to solve it. Today on Everything Thought Leadership, Brent and Bob Buday talk about lessons learned from that research. The accomplished author and researcher goes over how to navigate the often-messy process of thought leadership research, and he discusses his career post at CEB and Gartner, along with what comes next for him. “Blueprint” by Jahzzar is licensed under CC BY-SA 4.0. Music set to dialogue. https://freemusicarchive.org/music/Jahzzar/Ashes_1206/blueprint/ https://freemusicarchive.org/music/Jahzzar/ https://creativecommons.org/licenses/by-sa/4.0/