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.
00:00 - Introducing Brent Adamson
01:57 - Interview Start
7:01 - How Brent Came to CEB
08:04 - Brent’s Research Approach
00:10:29 - “Disagreement Research” and the Challenger Sale
00:16:10 - Who Will Fund Data-Driven Research Today? Anyone?
00:24:38 - Thought Leadership Research Within a Larger Corporation
00:30:21 - Why CEB and Its Sister Research Company Sold for a Combined $5 Billion+
00:34:12 - Dissecting the CEB Research Model
00:43:26 - A New Venture
00:47:41 - Thought Leadership vs. Insight
01:05:50 - Conclusion
“Blueprint” by Jahzzar is licensed under CC BY-SA 4.0. Music set to moving visuals.
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“David Bradley receives 2017 Fulbright Lifetime Achievement Award” by Fulbright Association is licensed under CC BY 3.0 Deed.
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14 авг 2024
