The Activator Advantage with Matt Dixon

May 20, 2025

In this discussion, Matt Dixon, a business researcher and author renowned for co-authoring The Challenger Sale, shares insights from his latest book, The Activator Advantage. He reveals five partner profiles in professional services, focusing on the 'Activator'—a proactive, well-connected rainmaker. Dixon emphasizes that successful client relationships stem from regular engagement and fresh ideas. Surprisingly, clients want more proactive communication, challenging the notion that they prefer less contact. His practical strategies empower professionals to become indispensable partners.

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ANECDOTE

Presentation Interrupted By Managing Partner

Matt Dixon recounts being waved off mid-presentation by a managing partner at a major consulting firm's partner retreat.
The incident revealed partners' resistance to being labeled "salespeople" and inspired research into professional-services selling.

INSIGHT

Client Loyalty Is Eroding

Client loyalty is weakening; only about a third of executives would automatically return to the same firm in five years.
New competitors, AI-enabled providers, and niche firms make the professional-services market much more competitive.

INSIGHT

Five Partner Profiles Revealed

Research of 3,000 professionals revealed five distinct partner profiles: Expert, Confidant, Activator, Debater, Realist.
These profiles explain different approaches to winning work and client behavior in professional services.

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In this episode of Brainfluence, host Roger Dooley welcomes back Matt Dixon, founding partner of DCM Insights and co-author of the bestselling "The Challenger Sale." Dixon shares insights from his latest book, The Activator Advantage: What Today's Rainmakers Do Differently, which is rooted in groundbreaking research on how top professionals win and grow client relationships in the increasingly competitive world of professional services. Dixon unpacks the five distinct profiles that partners in fields like law, accounting, and consulting tend to fall into, with a particular focus on the "Activator"—a proactive, well-networked rainmaker who brings new ideas to clients and promotes deep collaboration within firms.

Dixon explains that while only about 15–20% of partners naturally exhibit strong activator traits, everyone can learn to adopt key behaviors that set activators apart: maintaining a regular business development cadence, building broad and deep networks, and proactively creating value for clients. He reveals that the biggest client complaint isn't over-contact; instead, it's wishing they heard more from their trusted advisors with fresh insights and opportunities. The conversation offers practical takeaways for both leaders and individuals in professional services who want to move beyond waiting for the phone to ring and instead, become indispensable partners in their clients' success.

The Activator Advantage on Amazon - https://amzn.to/3FjUSED

Connect with Matt: Website - https://www.dcminsights.com/ LinkedIn - https://www.linkedin.com/in/matthewxdixon/

Show notes, audio, text, links - https://www.rogerdooley.com/activator-advantage-matt-dixon/

Connect with Roger: https://www.linkedin.com/in/dooley/ https://twitter.com/rogerdooley https://www.threads.net/@rogerdooley https://www.facebook.com/roger.dooley https://www.instagram.com/rogerdooley/

Roger's Stuff: Website: https://www.rogerdooley.com Neuromarketing: https://www.neurosciencemarketing.com/blog Forbes: https://www.forbes.com/sites/rogerdooley/

About Matt Dixon: Matt Dixon is an acclaimed business researcher and author best known for co-writing "The Challenger Sale," published in 2011. After the book's release, he spent years traveling internationally to share its groundbreaking B2B sales insights with teams across the globe. Early in his journey—around 2012 or 2013—Dixon was invited to present his research to one of the world's top strategy consulting firms, marking the start of his influential role in shaping sales practices for leading professional organizations.