How CEOs Can Drive Sales — or Kill Deals

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."