The "tangled web" woven in this famous poem is about practicing deceit. Integrity makes life much easier in account managment too, but the "tangled web" in B2B is the complexity of roles and relationships that must be developed.
For example, large customer-side relationships include purchasing, corporate executives, key decision-makers and influencers by function and BU, and of course end-users. Channel partners add layers of relationships, including for customers behind the....