HBR IdeaCast How CEOs Can Drive Sales — or Kill Deals
Feb 23, 2021
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.
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Hands-Off CEOs
- A surprising 28% of CEOs follow a "hands-off" approach to customer relationships.
- This can be detrimental, like a general ignoring the frontline.
The Seagull Effect
- Some executives, called "seagulls," make disruptive visits to customers without briefing or debriefing.
- This creates problems and damages customer relationships.
Social Visitors vs. Dealmakers
- Two other CEO archetypes are "social visitors" who focus only on relationships and "dealmakers" who prioritize closing deals.
- Both are extremes and fall short of a holistic approach.