bFour years ago, the bestselling authors of iThe Challenger Salei overturned decades of conventional wisdom with a bold new approach to sales. Now their latest research reveals something even more surprising Being a Challenger seller isn't enough. Your success or failure also depends on iwhoi you challenge.b pPicture your ideal customer friendly, eager to meet, ready to coach you through the sale and champion your products and services across the organization. It turns out that's the last person you need. pMost marketing and sales teams go after low-hanging fruit buyers who are eager and have clearly articulated needs. That's simply human nature it's much easier to build a relationship with someone who always makes time for you, engages with your content, and listens attentively. But according to brand-new CEB research--based on data from thousands of B2B marketers, sellers, and buyers around the world--the highest-performing teams focus their time on potential customers who are far mo