Welcome to the What's Next! Podcast with Tiffani Bova.

I'm super excited to welcome Matt Dixon to the show. He is a Founding Partner at DCM Insights, a global training and advisory firm, and a leading expert in business development and client experience. He's a frequent contributor to HBR and an author of bestselling books, including The Effortless Experience, The Jolt Effect, and his most famous, The Challenger Sale which was a #1 Amazon and Wall Street Journal bestseller. We crossed paths in the CEB Gartner days and I'm just thrilled to have him back here today to talk about a new book he co-authored, The Activator Advantage.

THIS EPISODE IS PERFECT FOR…leaders, consultants, and business developers looking to stand out in a more competitive market.

TODAY'S MAIN MESSAGE…strong client relationships and quality work used to be enough to maintain loyalty, but not anymore. As buying behaviors shift and competition increases, leaders need a new approach. Matt shares what sets today's top rainmakers apart: they're not just experts, they're activators—people who proactively offer insights, open doors, and create value long before the deal is signed.

KEY TAKEAWAYS…

• Great work alone no longer guarantees client loyalty.

• Activators are winning by being proactive connectors, not passive experts.

• Trusted advisors often box out colleagues and limit firm-wide growth.

• Internal collaboration makes client relationships more resilient.

WHAT I LOVE MOST…Matt's insight that rainmakers of the past relied on reputation but today's leaders build trust by sharing value before the sale even starts.

Running Time: 28:00

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Matt's Book: The Activator Advantage: What Today's Rainmakers Do Differently