Passle is attending B2B Intech today - I'll be liveblogging thoughts and reactions to various talks throughout the day.

It's all about attitude according to Jon Moger, don't think about demand generation in a matrixed organisation like herding cats. Don't think about how overwhelming the task ahead is, or be paralysed by processes. 

Instead, you need to create a point of interest that the cats will gravitate towards.

(A matrixed organisation, by the way, in case you're wondering, is one with multiple reporting lines).

One of the challenges of a matrixed organisation, Moger says, is that everyone is connected, but not engaged. It's important to have a clear communication framework, in order to co-ordinate efforts.