Every well-aligned B2B organization focuses on creating and maintaining superior customer interactions. Collaboration among marketing, sales, product, and other functions is essential to drive excellent customer experience, but these functions do not always work together to support how their customer-facing personas are evolving in concert with changes in their products, buyers, and markets. For the sales team in particular, collective companywide efforts are essential to support ongoing rep and manager readiness. In this report, we describe how a variety of corporate functions must collaborate with the sales organization to ensure sales readiness to interact successfully with customers.