More than 60 percent of firms who did invest in collaborative frameworks achieved big gains in knowledge sharing and communication accuracy between marketing and sales.

This white paper, one of a three-part series authored by Dr. Andrew McAfee, explores the implementation of social technologies in Connecting Sales and Marketing. Connecting Sales and Marketing looks at the use of technology to support the business processes, communications and other work that goes between the Marketing and Sales departments. This research reveals that collaborative tools for Marketing and Sales can bring substantial improvements, but relatively few companies have started such efforts.