Alignment Is Never Trivial

The information layer has really become a key instrument in our success in getting organizations to align. And once they realized that there is this other thing that they need to concentrate on, then suddenly they can have a conversation about it. It's frighteningly realize the size of companies that can't tell you what their products are and how to move forward. If you don't know what a product is or if you don't knows what a campaign is, you can't do anything.