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In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs.

Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within their companies.

Far from being a back-office role, the CEO today is the face, voice, and momentum behind successful sales organizations especially in founder-led and early-growth companies.

Alice shares rich insights and real-world examples on how CEOs either drive growth or unknowingly prevent it.

• The CEO as a Sales Driver, Not Just a Visionary

CEOs must be involved in sales not just setting targets, but also shaping the narrative, supporting the team, and building credibility in the marketplace.

• Visibility is Vital

CEOs who are absent from public view are losing deals before they even start. Being accessible and sharing insights humanizes the brand and draws in top talent and prospects.

• Stop Selling Like a Founder

Many CEOs fail because they expect salespeople to sell like them. Alice explains why founder-led sales needs to evolve and how to create scalable processes that work for your team.

• Outdated Playbooks Are Hurting Sales

The 2009 “Predictable Revenue” model doesn't hold up in a modern, buyer-first world. Alice encourages a fresh, audience-centric approach built on relationships and relevance.

• A New Go-To-Market Mindset

CEOs need to focus on sustainable growth. That means investing in demand generation, customer journey mapping, and a real GTM strategy not just adding more salespeople.

Modern selling isn’t just the job of the sales team, it’s a company-wide responsibility that starts at the top.

If you’re a CEO still hiding behind spreadsheets and silence, this episode will challenge you to show up, speak out, and open the doors only you can open.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

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