Deena Zenyk — customer advocacy expert, Spotlight
Published:
I think future state, and when I say future state, but the world is moving a mile a minute, this could be 12 or 18 months, you would be looking to see roles emerge in organizations that are, like, VP of Influence, Chief Influence Officer, people who have that remit now so that participating and collaborating cross-functionally and outside of your silos isn’t just a nice to have… but it is that operating, operational imperative for the business. You need someone to guide that.
What does Deena Zenyk say on The Agile Brand with Greg Kihlström?
Deena Zenyk, customer advocacy expert, Spotlight, says: This interview with Deena Zenyk examines how AI-generated shortlists and answer engines are forcing B2B organizations to move from siloed influence activities to deliberate influence orchestration. Zenyk outlines the need for cross-functional coordination, predicts new executive roles to own influence, and describes 'precision advocacy'—a data-driven approach to activating specific customer voices and optimizing existing assets to improve visibility and sentiment in AI-driven buyer journeys.
From: The Agile Brand with Greg Kihlström
Cite as: Deena Zenyk. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/deena-zenyk-i-think-future-state-and-when-i-say-future-state-but-the-w