This week’s guest is Christoph Senn, an adjunct professor at INSEAD and founder of Valuecreator. He introduces the transformative Triple Fit Strategy, which aligns planning, execution, and resources to enhance customer relationships and drive growth. Christoph discusses the interplay between B2B and B2C marketing, emphasizing structured frameworks for success. He also highlights essential leadership qualities needed for nurturing customer connections and shares resources for further learning, making this conversation a must-listen for aspiring business leaders.

Christoph Senn, marketing professor at INSEAD, has spent years studying how top executives involve themselves in B2B sales. Some are very hands-off. Others make only social calls. Still others sit at the negotiating table. Outcomes vary widely. Senn explains the best combination of approaches for top executives engaging with core customers. And he shares how account managers and other employees can benefit from knowing their leader’s style. Senn is the coauthor, with Columbia Business School's Noel Capon, of the HBR article "When CEOs Make Sales Calls."