The Organizational Network Fieldbook: Best Practices, Techniques, and Exercises to Drive Organizational Innovation and Performance

4.1. An Influence Network Analysis at TechFirm

TechFirm, an information technology company that provides enterprise software solutions to the mid-market, is a good example of a firm that recognized the need to develop a new approach to its customers. TechFirm (whose name has been disguised) sells its products and services to senior technology executives—CIOs, CTOs, and VPs of technology—at firms ranging from $50 million to $1 billion in revenue. The company had relied on its geographically deployed sales force and an experienced marketing team, which leveraged print, online, and in-person methods of communication with current and prospective customers. Although TechFirm had maintained consistent growth in revenue and number of clients in recent ...