The Activator Advantage

What Today's Rainmakers Do Differently

Matthew Dixon, Rory Channer, Karen Freeman , Ted McKenna

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Hardback

Forthcoming
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English

Harvard Business Review Press
01 August 2025

Economics & Business; Economics; Research & development management; Sales & marketing management; Sales & marketing; Service industries

A proven approach used by today's best professional service partners to win, retain, and grow client relationships.

There is a growing problem in the professional services industry that is often acknowledged but rarely discussed: clients

even long-standing ones for whom firms have consistently delivered unquestioned value

are much less loyal to those firms and partners than they once were. This dramatic shift in client behaviour has rendered traditional approaches to business development not only ineffective but counterproductive.

But top performers have figured out a radical new approach that is redefining what it means to be a rainmaker in today's professional services market.

Drawing on a comprehensive, quantitative study of nearly three thousand partners

spanning law, accounting, consulting, investment banking, executive search, and public relations

The Activator Advantage identifies five types of partners found across the professional services landscape and shows how only one of them

the Activator

drives consistent growth.

Activators deeply embed business development habits into their daily workflow, aggressively leverage their internal and external networks, and proactively deliver both business and personal value to clients

all of which not only helps shield them from the vagaries of modern client buying behaviour but also lays the groundwork for more loyal, longer-lasting relationships.

Packed with eye-opening data, counterintuitive insights, and robust case examples, The Activator Advantage provides the road map for any professional services partner or firm leader looking to chart a path to greater client engagement, internal collaboration, and firm profitability in the new era of fading client loyalty.

By: Matthew Dixon, Rory Channer, Karen Freeman, Ted McKenna
Imprint: Harvard Business Review Press
Country of Publication: United States
Dimensions: Height: 234mm, Width: 155mm,
ISBN: 9798892790574
Pages: 240
Publication Date: 01 August 2025
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Forthcoming

Matthew Dixon is a founding partner of DCM Insights, a company that helps professional services firms improve business development. He is a coauthor of the bestselling The Challenger Sale, as well as The Challenger Customer, The Effortless Experience, and The JOLT Effect. Rory Channer is a founding partner at DCM Insights and was previously Chief Business Development Officer at McDermott Will & Emery. Karen Freeman is a partner at DCM Insights and was previously a Senior Manager of Learning at McKinsey & Company. Ted McKenna is a founding partner of DCM Insights and coauthor, with Matthew Dixon, of The JOLT Effect. He was previously a Global Knowledge Leader at Russell Reynolds Associates.

Reviews for The Activator Advantage: What Today's Rainmakers Do Differently

Advance Praise for The Activator Advantage: ""Boomer and Gen X professionals had The Trusted Advisor as required reading. Millennials and Gen Z should have The Activator Advantage. It's that good."" — Paul Lewis, Firmwide Managing Partner, Linklaters ""A case for change and a path forward for any firm recognizing the need to aggressively leverage the entirety of its talents to differentiate service, impact, and lasting value."" — Scott McIntyre, CEO, Guidehouse ""Buy this book if you're in professional services and looking for a blueprint for organic growth."" — Angela Petros, Global Chief Marketing Office, Baker McKenzie ""A tangible road map for individuals, teams, and leaders to grow ever more valuable client relationships."" — Tom Monahan, CEO, Heidrick & Struggles ""The Activator Advantage is truly one of those 'theories of everything' that professionals are seeking right now."" — Mitch Zuklie, Chairman and CEO, Orrick ""A must-read for leaders of professional services firms looking to foster collaboration to drive sustainable growth in today's rapidly changing marketplace."" — Patrick Walsh, CEO, Withum ""This new research introduces business development for the future—and it is proactive engagement, collaboration, creating value, and never, ever getting comfortable."" — Constantine Alexandrakis, CEO, Russell Reynolds Associates ""A game changer for those professionals aiming to elevate their client service strategies and achieve exceptional results."" — Erin Corbin Meszaros, Global Business Development and Marketing Officer, Eversheds Sutherland