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INSEAD marketing professor Christoph Senn has spent years studying the role top leaders play in B2B relationships. In this episode, he shares the five archetypes of CEO behavior when it comes to sales, which ones are the most effective in closing a deal, and where they fall short.

You’ll learn what to do if your CEO is either overly involved—or not involved enough—in deals, and why knowing your CEO’s archetype can be helpful.

Senn is the coauthor, with Columbia Business School's Noel Capon, of the HBR article "

How CEOs Make or Break Sales

HBR On Leadership