Author Archive

The Charybdis and Scylla of KAM: Too Much and Not Enough Methodology

A legend from ancient Greece tells about Charybdis and Scylla, two terrible sea monsters, wardens of a narrow passage on a crucial sea route. Charybdis was able to draw a whole ship into the abyss. Scilya, with its six heads, would take a toll on each crew by devouring a few of its members. The passage was so narrow, the two monsters so close one from the

Upcoming Webinar on Influence-focused strategies in B2B

The term “Influencers” has become pervasive but what does it really mean for a B2B company? Should B2B Marketing & Sales managers take the general talk on influencers for relevant and apply the same methods as in B2C? Or should they rather take a different approach? Should an Influence-focused strategy be purely digital and is it solely a Marketing activity or should it be both online and offline and