As customers increasingly interact with organisations via digital channels, forward-looking businesses are recognising that this shift is creating significant opportunities for the sales and marketing functions to enhance and streamline operations. As a result, the internal relationship with the IT function is evolving as sales and marketing functions move to take control of their technology destinies by defining new solutions that take advantage of emerging trends including mobile computing and social media. This whitepaper explores how technology is impacting the sales and marketing functions and why organisations need to refocus the collaboration between these departments in order to develop lasting strategies and effects.