Okay, maybe not so much a bump but a meeting of minds at an unplanned place can be a critical moment in a purchase decision. As brands we truly can never be there at the critical moments, those inflection points where an important interaction between say a CXO and the CIO occurs over a specific business problem - the moment when a choice (unconscious or conscious) is made. These are the interactions sales functions can only dream of marketing having a substantive effect on. Experience shows us that marketing can have a very significant effect here using some horribly simple rules.