Deena Zenyk — customer advocacy expert, Spotlight
Published:
The shift today about where influence sits is that it needs to be distributed across the different functions within the business that have anything to do with the market. That’s what we call influence orchestration at Spotlight, which is about that kind of intentional coordination of message, of narrative, of influence out into the B2B buying journey… We can no longer operate as silos.
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-the-shift-today-about-where-influence-sits-is-that-it-needs