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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