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Feb 2021
25m 2s

How CEOs Can Drive Sales — or Kill Deals

Harvard Business Review
About this episode
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 ... Show More
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