As for the best way to bring this to the attention of the CEO/ Sales Leader...
Do all of your homework first. You have gotten a lot of very sound advice. Take the advice and get those things done.
Then, make an appointment with the CEO for 30-60 minutes to discuss it. To begin the meeting say, "I need your help and opinions on something. I've been doing some research on the natural tension between sales and implementation. Here are the books I've read and the advice I've gotten from subject matter experts who see this situation all the time. Here is what I have done so far and what I have learned. What are your thoughts on this?"
Start a dialog and let him know that you want every possible sale, but not the ones that cost the company its profit. This is an important dialog and it is an issue that will take some time to work itself out.
When you are ready, the customer conversation should go like this. "Ms. Customer, during the sales process, many questions are asked and answered by different people and departments in both companies and many implied commitments are made.
The goal of this meeting is to discuss ALL commitments made and make each of them EXPLICIT. That is, we want to spell out, in this document, in plain English EVERY commitment that we are making to you and your company to ensure that we can and will fulfill those commitments on time and on budget. We've made a very long list of what we believe are the commitments we're making to you. We are going to deliver everything on this list.
If there is ANYTHING missing from this list, now is the time to add it because after we have an agreement, additional commitments will incur additional charges. We also want to make sure that our software will meet all of your needs, so this is our last check to ensure that you've communicated fully all of your needs and that we've checked it with the implementation team to ensure we can deliver everything you expect.
Are you ready to get started on the list?"