Ms Julie Sinnamon:

Companies have become increasingly sophisticated in the products and services they provide. A specific set of skills is required in the marketplace. Increasingly, we have been using other people within the market, market pathfinders who are people with the right sectoral knowledge to supplement what we are doing, because one needs a deep sectoral knowledge at market level across the globe. It is true that it cannot be done with generalists and that one needs that specific knowledge.