On May 20th, we spoke with Erin Jordan Spanski, VP and Partner at Walker Sands, a premiere B2B marketing agencies. Marketing is already a challenging discipline because one must understand a plethora of complex interactions and motivations between the firm's marketing mix and consumer. B2B marketing agencies have 2nd and 3rd orders of complexity. This bodes the question: how do you create value in a complex and opaque value chain?