function doWorkInSpan({ tracer, spanName, spanKind }, cb) {
  const kind = SpanKind[spanKind.toUpperCase()]
  tracer.startActiveSpan(spanName, { kind }, (span) => {
    const ctx = context.active()
    if (spanKind === 'Server' || spanKind === 'Consumer') {
      forceTxName(ctx, spanName)
    }

    if (ctx.segment) {
      forceSegmentName(ctx, spanName)
    }
    cb(span)
  })
}
Starts an active span of a given kind.
If kind is server or consumer it will update the tx name
It will also update the segment name to the span name

@param {object} params to function
@param {object} params.tracer otel tracer instance
@param {string} params.spanName name of span to force
@param {string} params.spanKind span kind to use to create span
@param {function} cb function to call after span is created, passes newly created span