A CEO's involvement in B2B sales deals, while often well-intentioned, can sometimes backfire. 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.