Managing Up in B2B: How to Work with Other Executives, Sales, and the CEO

Introduction

Managing up in b2b is a crucial skill in B2B organizations, enabling employees to build strong relationships with executives, sales teams, and the CEO. Effective management of these relationships leads to better collaboration, enhanced job performance, and increased business success. Understanding the priorities, communication styles, and expectations of these stakeholders is key to managing up successfully in the B2B space.

Many professionals focus on managing down—leading and guiding their teams—but managing up is equally important. It ensures that communication flows effectively, priorities are aligned, and business goals are met efficiently. In a complex B2B ecosystem, where decisions impact multiple stakeholders, mastering the art of managing up can differentiate top performers from the rest.

Understanding Executive Expectations in B2B

Executives in B2B companies are focused on high-level strategy, operational efficiency, and long-term growth. Their decisions shape the company’s future, and employees who understand their priorities can position themselves as valuable contributors. To effectively manage up with them:

• Understand Their Goals: Learn about the key performance indicators (KPIs) they prioritize. For instance, a CFO in a SaaS company is concerned with customer acquisition costs (CAC) and customer lifetime value (LTV), while a CMO focuses on demand generation and lead quality. A Chief Operations Officer (COO) may prioritize supply chain efficiencies and cost optimization.
• Be Proactive: Instead of waiting for direction, anticipate their needs and present well-thought-out solutions. If an executive is looking to expand into a new market, conduct thorough research and present potential strategies before they ask.
• Communicate Concisely: B2B executives have limited time. Use data-driven insights and provide clear, actionable recommendations. Avoid unnecessary details and focus on impact and execution.
• Show Strategic Thinking: Executives value employees who understand the broader business context. When proposing solutions, consider their alignment with company-wide objectives.

Example: If a COO at a logistics SaaS firm is concerned about inefficiencies in onboarding clients, proactively suggest automation tools or a streamlined customer onboarding process to reduce time-to-value. Present a case study from a competitor who successfully implemented a similar strategy.

Collaborating with the B2B Sales Team

B2B sales teams focus on building relationships, nurturing leads, and closing high-value deals. Their success directly impacts revenue and company growth, making it essential to align with their priorities. Managing up with sales requires understanding their challenges and offering valuable support.

• Align with Their Goals: Sales teams focus on revenue targets and deal closures. Ensure that your contributions, whether in marketing, product development, or customer support, help them achieve these goals. For instance, if you work in marketing, ensure that sales teams receive high-quality leads through targeted campaigns.
• Provide Valuable Insights: Offer industry research, customer feedback, and competitor benchmarking to help sales reps tailor their approach. Sales teams appreciate data-driven insights that help them understand customer pain points and decision-making factors.
• Be Responsive and Supportive: Address their concerns quickly and work together to create a seamless B2B customer journey. If sales teams struggle with long deal cycles, explore ways to shorten them through automation, improved product demonstrations, or targeted content.
• Facilitate Collaboration Between Sales and Other Departments: Sales teams rely on product, marketing, and customer success teams to close deals. Act as a bridge to ensure smooth communication between these departments.

Example: HubSpot’s marketing team collaborates closely with sales by providing in-depth buyer personas and account-based marketing (ABM) strategies. This ensures that sales reps have the right content to engage and convert leads effectively. Their sales enablement approach includes training materials, AI-driven lead scoring, and automated follow-ups, making the process more efficient.

Working Effectively with the CEO in B2B

CEOs in B2B companies focus on vision, strategy, and overall business performance. They expect employees to contribute towards these objectives without requiring micromanagement. Managing up to a CEO requires a blend of strategic thinking, initiative, and clear communication.

• Think Big Picture: Understand the company’s mission and how your role supports it. If the company is shifting toward digital transformation, ensure your initiatives align with this direction.
• Demonstrate Impact: Show how your contributions drive business success using quantifiable metrics. For example, if you improved a marketing campaign, present data on increased lead conversions and ROI.
• Adapt to Their Leadership Style: Some CEOs are hands-on, while others delegate heavily. Adapt your communication accordingly. A data-driven CEO may appreciate detailed reports, while a visionary CEO may prefer high-level strategic discussions.
• Bring Solutions, Not Just Problems: When presenting challenges, always accompany them with possible solutions. CEOs appreciate employees who take ownership of issues rather than merely reporting problems.
• Stay Updated on Industry Trends: CEOs often think ahead of the competition. Keeping them informed about industry shifts, emerging technologies, and market dynamics can position you as a valuable strategic advisor.

Example: At Salesforce, employees managing up to the CEO ensure that their initiatives align with the company’s strategic priorities. For example, when the company expanded its AI-driven analytics, internal teams provided structured insights on customer adoption trends, helping leadership refine their go-to-market strategy. Similarly, employees at IBM frequently prepare executive briefings on AI advancements, enabling leadership to make data-driven strategic decisions.

7 Best Practices for Managing Up in B2B

1. Stay Informed: Keep up with industry trends, competitor strategies, and leadership priorities. Subscribe to industry reports, attend conferences, and engage with thought leaders.
2. Build Strong Relationships: Develop rapport with executives and colleagues by being reliable, professional, and solution-driven. Networking within the company can open doors to new opportunities.
3. Master the Art of Persuasion: Use compelling data and storytelling to align your ideas with leadership’s objectives. Present information in a way that resonates with their priorities.
4. Show Initiative: Take ownership of projects and demonstrate leadership skills, even in non-managerial roles. Being proactive shows that you’re invested in the company’s success.
5. Be Solution-Oriented: Focus on adding value rather than just reporting issues. If you see inefficiencies, propose ways to improve processes.
6. Leverage Cross-Functional Collaboration: B2B success often depends on collaboration between marketing, sales, product, and customer support teams. Being an effective bridge between departments enhances your credibility.
7. Communicate with Clarity and Confidence: Whether you’re presenting to executives or discussing strategies with sales teams, clear communication is essential. Avoid jargon and focus on actionable insights.

Conclusion

Managing up in b2b is an essential skill in B2B organizations that fosters effective communication and collaboration with executives, sales teams, and the CEO. By aligning with their goals, being proactive, and demonstrating impact, employees can establish themselves as indispensable assets. Mastering this skill not only enhances workplace efficiency but also paves the way for professional growth and leadership opportunities in the B2B sector.

By implementing these strategies, professionals can navigate corporate hierarchies effectively, contribute meaningfully to business success, and build lasting relationships with key stakeholders. Managing up in b2b is not just about career advancement—it’s about driving real, measurable value in the organization.

Frequently Asked Questions (FAQs) on Managing Up in B2B