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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."