How CEOs Can Drive Sales — or Kill Deals

Christoph Senn, a marketing professor at INSEAD, explores how CEOs influence B2B sales dynamics. He reveals five distinct engagement styles of CEOs, from hands-off to highly involved. Senn emphasizes that proactive leadership, especially that of 'growth champions,' often leads to better outcomes. He discusses how understanding a CEO's sales style can enhance teamwork and customer relations, showcasing the strategic benefits of direct CEO involvement in negotiations. This insight is crucial for account managers seeking to align with their leadership's approach.