HBR On Leadership
How CEOs Make or Break Sales
Mar 5, 2025
Christoph Senn, an INSEAD marketing professor and co-author of the insightful article 'When CEOs Make Sales Calls', dives into the complex dynamics of CEOs in B2B sales. He discusses five CEO archetypes, revealing how each affects customer engagement and deal closure. Senn highlights the importance of knowing your CEO's style—whether they're a 'social visitor' or a proactive 'growth champion'. Plus, he shares strategies for balancing executive involvement and sales team autonomy, ensuring that leadership enhances rather than hinders sales performance.
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Quick takeaways
- The study identifies five CEO archetypes in B2B sales, highlighting the 'growth champion' as the most effective for long-term success.
- Understanding a CEO's behavior can help sales teams adapt strategies, balancing relationship building with revenue generation for optimal outcomes.
Deep dives
The Five CEO Archetypes in B2B Sales
Research identifies five distinct archetypes of CEO behavior in B2B sales that influence outcomes. The 'hands-off' CEO, who avoids customer relationships, represents a significant portion, with about 28% of CEOs adopting this approach. This lack of engagement can harm overall performance, as these leaders miss crucial frontline insights. Conversely, the 'loose cannon' is defined by impulsive actions and inadequate preparation, often leading to unfavorable business decisions and damaged relationships.
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