It sounds trite but through selling. We have a dynamite sales staff, all of whom have strong backgrounds in biotech and know the product and the business inside out and it’s really important. We brought some really talented salespeople on board in the early 2000’s and they closed some deals. We also have a number of truly great, really totally unique products. So, in a sense, the product goes a long ways towards selling itself. But your sales staff is your public face and probably the most important part of any company, pound for pound.
Typically, a CEO has several subordinate executives, each of whom has specific functional responsibilities referred to as senior executives,  executive officers or corporate officers. Subordinate executives are given different titles in different organizations, but one common category of subordinate executive is the vice-president (VP). An organization may have more than one vice-president, each tasked with a different area of responsibility (., VP of finance , VP of human resources , VP of research and development ). Some organizations have subordinate executive officers who also have the word chief in their job title, such as chief operating officer (COO), chief financial officer (CFO) and chief technology officer (CTO).