What’s the most misunderstood or undervalued aspect of B2B business development in today’s digital age?

My fractional journey as a B2B ambassador has been paved with more contradictions, assumptions, and labels than my agency + consultancy businesses together.

Some of my favorite picks:

👉 So, you’re an influencer?
👉 I should just go for a PPC agency
👉 We need our representatives at the office
👉 How many branded events can you organize?
👉 You have to establish a clear lead flow for new business

To put things into perspective:

📹 Matthew McConaughey was paid $10M a year to be a Salesforce creative adviser/TV pitchman
📹 Crypto com ran a massive Matt Damon campaign
📹 Insert every actual celebrity/influencer partnership here

Shark Tank’s popularity is through the roof not because of the financial opportunity (it’s basically negligible), but the PR stunt from the show AND the infinite networking provided by core sharks.

Mark Cuban and co can virtually call anyone in the US and get a meeting scheduled, period. This is something you can’t buy with money.

I’ve always said that venture capital for high tech is primarily about trust, introductions, networking events, and shared PR. Capital is a minor advantage here.

In the era of LLMs and no code tools, young entrepreneurs forget that “who you know” is the most expensive currency. As content and code get commoditized, picking strategic partners, vendors, advisors, ambassadors, and investors is all that matters.