In a world where referrals are stalling, buying cycles are getting longer, and even warm relationships aren’t converting like they used to, one type of professional consistently rises above the noise: the Activator.

This insight comes from The Activator Advantage: What Today’s Rainmakers Do Differently, a research-backed guide from the authors of The Challenger Sale. Based on data from over 2,800 professionals in Executive Search, Staffing, Financial Services, and Consulting, the report reveals that only one behavioral profile consistently drives new demand: the Activator.

When you hear Poetics, you think of ancient Greek drama—not go-to-market (GTM) success. But the moment I read it, the connection was clear: Poetics is more than a guide for playwrights. It’s a blueprint for how to move people—and that’s exactly what today’s sales and customer success teams must do.

When buyers lead with value, providers must follow—or better yet, lead them there.

Hank Barnes, Chief of Research at Gartner, recently shared pivotal research in “Value-Based Buying – From Start to Finish.” His findings underscore a profound shift: the highest-performing buying teams aren’t just buying software—they’re investing in business outcomes.

According to a new Gartner survey announced to kick-off their Gartner CSO & Sales Leader Conference, 73% of Chief Sales Officers (CSOs) are making growth from existing customers their top priority for 2025.

This marks a major shift from the past decade, where net-new acquisition dominated GTM strategies.

The enterprise software renewal landscape is under siege. According to Gartner, not only are 52% of over 3,000 high-impact departmental software purchases replacement driven, but 65% of organizations are planning at least one replacement purchase in 2025.

Why is this happening and what should you do about it?