The rise of the partner-dependent close.
Sometimes, a trend signals what's next; sometimes, it's a warning shot you should've seen coming. I recently spoke with several CEOs who confirmed a rising phenomenon: the partner-dependent close.
This dynamic, where a CEO needs to be in the room to seal a deal for the sales team, is becoming increasingly relevant due to shifts in business dynamics, heightened client expectations, and the evolving nature of trust in professional relationships.
According to Introhive, a provider of B2B sales intelligence, 80% of buyers want to engage with someone from the corner office before signing on the dotted line. This stat underscores the importance of executive alignment—particularly CEO-to-CEO interactions. When the face of the company shows up, it demonstrates commitment, builds trust, and accelerates decision-making.
Buyers crave leaders who show up, speak out, and prove they give a damn about business relationships. If you're a CEO hiding behind the corporate curtain in 2025, you're not just out of sight—you're out of relevance.
So, how does this affect your role as a brand ambassador? Let me break it down for you:
TRUST IS YOUR MOST VALUABLE CURRENCY
Trust is built by leaders who show up, own their values, and stand behind them. A solid brand ambassadorship is no longer the icing on the cake—it's the whole damn recipe.
PEOPLE FOLLOW PEOPLE, NOT CORPORATIONS
The greats didn't build their brands on autopilot. They built them by being unapologetically human. You're either out front leading the charge or background noise.
AUTHORITY AND THOUGHT LEADERSHIP DRIVE THE CONVERSATION
Thought leadership isn't about shouting louder; it's about showing up, and proving your expertise. If you're not making your case, someone else is—while eating your lunch.
YOUR PERSONAL BRAND IS AN ASSET, NOT A SELFIE
Being a brand ambassador isn't about vanity. It's about leverage. When your name carries weight, the right doors open. Partners listen. Investors lean in. For clients, you become the obvious choice before the pitch even starts.
HOW TO BUILD YOUR PERSONAL BRAND (WITHOUT BEING A DOUCHE)
Here's your game plan:
Find Your Why:
What drives you? What makes you tick? Start there, and make sure it's real.
Understand Your Audience:
Who are you speaking to? What keeps them up at night? What makes them excited to get up in the morning? Speak to that.
Show Up Consistently:
LinkedIn posts, panels, podcasts—whatever your thing is, do it regularly. People trust what they see, and they need to see you often.
Be Authentic:
People can smell corporate bullshit a mile away. If you're not genuine, you're irrelevant.
Get Help:
No one becomes a brand ambassador by accident. Hire pros to help shape your voice, manage your presence, and amplify your impact.
THE BOTTOM LINE
Step up. Show up. Own your narrative. Build authority.
Lines are open. Let's go!
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Hey! I'm Jeroen Meulman; I started and run Biarritz to help brands and brand ambassadors become a hell of a story that crowds love, crews treasure, and competitors envy. Feel free to contact me at +31 6 22 70 25 37 or jeroen@biarritz.agency. Or better yet, schedule a Rendezvous at your convenience.
