BRENT ADAMSON is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Challenger Sale and a frequent contributor to the Harvard Business Review. MATTHEW DIXON is executive director of the Financial Services and Customer Contact Practices of CEB. He is a coauthor of both The Challenger Sale and The Effortless Experience and is a frequent contributor to the Harvard Business Review. PAT SPENNER is a managing director in the Sales and Marketing Practice of CEB. He is a frequent contributor to Forbes and the Harvard Business Review. NICK TOMAN is a managing director in the Sales and Marketing Practice of CEB. He is a coauthor of The Effortless Experience and is a frequent contributor to the Harvard Business Review. CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with its advanced research methodologies and human capital analytics, CEB equips senior leaders, and their teams with insight and actionable solutions to transform operations.