Today's sales approach is tactical. Both from a sales person perspective and from the company perspective. This approach is driving outcomes that are not exceptional for the client. Sales people are self centric and organisations are making decisions in an environment of being fiscal cycle driven not client outcome driven. CEOs often relinquish control of revenue generation to the sales team. This removes the control of the income generation and requires a rethink. By creating a CEO sales plan, it provides clear guidance to the company of the importance of the sales function and the direction the sales teams should pursue. It adds clarity and certainty to the process and rewards the CEO with more trust of the numbers.