Challenger Sale Challenges According to Co-Author Brent Adamson



Brent Adamson, Co-Author of The Challenger Sale spills some tea about the book, his personal book collection, recommendations, and the NEXT book.

By Sheena McKinney, Business Operations & Marketing Assistant at Heinz Marketing

Most marketers are familiar with the best-selling, industry changing The Challenger Sale and The Challenger Customer.

We had the privilege of having an eye-opening fireside style chat with co-author Brent Adamson in our HM Inner Circle discussion– a tight-knit community for both current and past clients of Heinz Marketing.

He dropped some not-yet and little-known details just for us.  We can’t give it all away, but here are some highlights below.  First…

Brent Adamson is a world-renown researcher, author, presenter, trainer, and advisor to B2B commercial executives around the world. Known as having the “biggest crystal ball in B2B sales,”.  He is also a frequent contributor to well-known business publications, including the Harvard Business Review, featuring his recent articles, “Sensemaking for Sales” and “Traditional B2B Sales and Marketing Are Becoming Obsolete.”

Here’s What You Missed:

  • Surprising details about how much in residuals the books bring in, the other two unsung author-heroes, regrets, and content that hit the cutting room floor.
  • Which area of the model organizations tend to struggle with the most (Learn, Teach, or Amplify)
  • Great book recommendations from Brent’s collection and why science fiction is one of them (in part because you can ask weird questions which appeals to how his brain likes to break things and put them back together again).
  • What of Brent’s is NOT going forward and what IS in 2024, including a new book (eta Fall 2024).
  • The importance of finding someone on the buying committee who will be the mobilizer… someone who has the willingness to not just buy, but to fight (or advocate) for the solution in the group since B2B sales are consensus driven.
  • Why marketers solve for who’s willing to buy, and why of those willing to buy, only half are willing to fight for it.
  • The huge aspect of identity value that affects willingness to fight/advocate (and so much more).
  • Why it’s not just what you are good at, but what you are uniquely good at.
  • Why we must be buyer-focused vs. selling-focused.
  • Discovering the three kinds of identity value (company, professional, and personal)
  • The huge reason applied human psychology matters
  • The room humanity has in sales/marketing/business
  • Brent’s take on AI (hint:  Likely to be transformative but how?)

And as our President, Matt Heinz (who is licensed to present on The Challenger Sale, btw) added:

  • How to answer the questions around “what does this mean about me and for me?”
  • Reflections on the entrepreneurial journey and how its about mitigating risk– yes there’s flexibility/control/options and the ability to get creative with your services and offers.  It’s exciting, terrifying and scary all at the same time.

Don’t Miss Another Incredible Conversation: 

We support our clients’ ongoing work in demand generation and revenue responsible marketing by hosting our HM Inner Circle each month connecting you with today’s top B2B minds, innovators, authors, and more.  Let us know if you want to join us next time.

What to Expect:

  • A deep dive into trending topics in B2B
  • Engaging discussions with industry leaders
  • Networking opportunities with peers
  • Transparent and collaborative conversations
  • Camera or no-camera Zoom Meeting
  • No recordings – “must be present to win”
  • Zoom/calendar link so you never miss out 

Next HM Inner Circle session (always the 2nd Wednesday of the month) is a live, interactive conversation with Keith Roberts, one of the founders of the Oak Journal, on January 10th 2023 – 11:00 am PT | 12:00 pm MT | 1:00 pm CT | 2:00 pm ET. 

Matt, a self-proclaimed “non-journaler”, has found his Oak Journal to be transformational and grounding personally and professionally.

According to the site, the journal embodies living a better life. It is not just a book. It is a methodology, and more importantly, a lifestyle. The three founders are all equally passionate about how the methodology improves our community’s lives, and that is what they aim to do.

You coming?

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