Duncan points out a real world example using influencer marketing to create common ground and shared thinking among traditional marketing silos — PR, analyst relations, events, partner programs, et al. It’s easy to overlook the significance of this point.

I’ve sat through many marketing department meetings where the only meaningful common ground was the catered lunch.

Analyst relations can play a lead role in helping peers shift to an influencer marketing way of thinking. After all, AR operates in a world of named influencers: you don’t brief Gartner, you brief specific analysts at Gartner.

Making business that personal can be a daunting shift in thinking for other areas of marketing.