May 2025
54m 53s
In this episode, Kris speaks with Matthew Dixon, founding partner of DCM Insights and bestselling author, about his latest research on business development in professional services. Drawing on a global study of 3,000 partners, Dixon outlines five distinct sales profiles and highlights the “Activator” as the only approach consistently linked to higher revenue performance.
Key insights:
- Traditional models of client loyalty are eroding, with fewer clients returning automatically to the same firm.
- Top performers distinguish themselves by proactively delivering value, leveraging internal and external networks, and consistently committing time to business development.
- Effective firms drive adoption of these behaviors not through mandates, but by enabling teams with tools, mentorship, and a culture of collaboration.
- Technology, including AI and network management tools, reduces the time required to execute these strategies, but success ultimately relies on human relationships and judgment.
Dixon’s upcoming book, The Activator Advantage, provides a practical guide for partners and leaders seeking to future-proof client engagement strategies in a more competitive and fast-changing market.
Matthew Dixon is the Founding Partner of DCM Insights. Matthew is a frequent contributor to Harvard Business Review and a WSJ bestselling author, with his books translated in a dozen languages.
Get Matthew’s book here: https://rb.gy/a6ygc7
The Activator Advantage: What Today's Rainmakers Do Differently
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