Establishing A Technology Alignment Charter

Companies often undertake initiatives to align marketing and sales technology investments with long-term business objectives and marketing priorities without first clearly defining and communicating the goals, objectives, and scope. They may also fail to fully identify the known risks, constraints, and dependencies. Unless these elements are defined upfront, technology alignment initiatives can take longer than expected, be more expensive than planned, or fail to produce successful results. In this report, we discuss the benefits of a technology alignment charter and outline its essential elements.