Execution requires breaking down the barriers and integrating across divisions and channels. While this is a common goal, it is often difficult to change from a company-centric model to one that is customer-centric.

Increasing performance requires collaboration throughout the entire process – from R&D to distribution. Each of the stakeholders must work with people with different backgrounds and different priorities. If it is not handled properly, the result is often conflict instead of collaboration.

Each touchpoint that the organization has with the market must be aligned to provide a common strategy to move people through the engagement process.

With limited resources and fragmented media, it is essential to have a consistent and compelling approach to the market.

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