HBR On Leadership How CEOs Make or Break Sales
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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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CEO Customer Engagement
- CEOs should engage with important customer relationships, treating them like assets.
- Not engaging with customers is like a general ignoring the frontline.
The Seagull CEO
- Some executives, called "seagulls," visit customers without preparation or follow-up, creating problems.
- Account managers try to avoid these executives who make promises the company cannot keep.
Social Visitor vs. Dealmaker
- The Social Visitor focuses on relationships but neglects business, while the Dealmaker prioritizes closing deals but lacks relationship building.
- Both can be positive, but focusing on one extreme is unsustainable.