A look at the research behind the Activator Development System.

DCM Insights conducted hundreds of interviews and analyzed nearly 3,000 in-depth surveys of partners to understand what top rainmakers do differently.
Our research was profiled in the November-December 2023 issue of Harvard Business Review and a full-length version will soon be published by Harvard Business Review Press. The Activator Advantage: What Today’s Rainmakers Do Differently will be released on April 22, 2025.

Rainmaker behavior

Our research team at DCM Insights conducted the first global, data-based study designed to understand what makes top performing business developers different from their peers in the professional services industry. Nearly 3,000 partners from across 40 firms (spanning consulting, law, accounting, investment banking, PR/communications and executive search/talent advisory) participated in an in-depth survey to identify how they approach business development.

We also conducted hour-long behavioral interviews with nearly 100 top performers across the professional services landscape as well as dozens of C-suite client executives.

Sample Overview, June 2024

Activator Coverage

Storytelling That Drives Bold Change

The Rainmaker Genome study in the Harvard Business Review
“If you go back 20 or 30 years ago, professional services purchasing was a black box”

On the Evolution of Professional Services Buying, Intapp
“The doer-seller world of professional and financial services is fundamentally different from B2B sales”

What sets top business developers apart, Intapp
LinkedIn Live Webinar: Redefining Business Development for Today’s Professional Services Market

October 2023 Webinar with Matt Dixon, Rory Channer, and Alexander Low
Rattle & Pedal Podcast: The Rainmaker Genome Project

October 2023 with Matt Dixon and Rory Channer
The Five Profiles — The Expert

Learn more about The Expert, Intapp
The Five Profiles — The Confidant

Learn more about The Confidant, Intapp
The Five Profiles — The Activator

Learn more about The Activator, Intapp.
The Five Profiles — The Debater

Learn more about The Debater, Intapp
The Five Profiles — The Realist

Learn more about The Realist, Intapp

Additional Research by DCMi Team Members

The JOLT Effect

The JOLT Effect: How High Performers Overcome Customer Indecision, written by Matt Dixon and Ted McKenna. Learn more at Jolt Effect.
The Challenger Sale

The Challenger Sale offers sales leaders a new playbook for delivering distinctive purchase experiences that drive higher levels of customer loyalty and greater growth. Learn more at Penguin Random House.
The Challenger Customer

The Challenger Customer is a reality check. Simply being a Challenger seller isn’t enough; your success or failure also depends on who you challenge. Readers will get insights on identifying and engaging customer stakeholders. Learn more at Penguin Random House.
The Effortless Experience

Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong? Learn more at Penguin Random House.