The IT organization doesn’t understand what the Sales & Marketing (S&M) organization are doing and vice versa. Does it sound familiar? Most S&M organizations, if not all, are highly dependent on data and technology to be able to reach out to their customers in a relevant and effective way. This is by no means a new phenomenon. The dependency of different technology tools continues to increase and that in turn puts an increased demand on cooperation between the S&M organization and the IT organization...