The Case Against Business Introductions

Are business introductions a waste of time? The lead marketer at an Israeli tech company claims they are

Iris Shoor claims she got meetings at Twitter, LinkedIn and GitHub not by asking for a liaison to make an introduction but by hunting down people at the companies she thought might be interested in what she was selling and then often guessing their email addresses.

Shoor’s company, Takipi (“server debugging doesn’t have to suck”) went into public beta five months ago. Shoor says she used cold calls and intros. The former led to seven meetings and five installations. Intros prompted nine meetings and two installations. Read more…

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