This presentation discusses how and why to align technology with business processes. According to a recent CMO Council survey, 9 out of 10 companies say that they don’t have a “highly evolved” digital marketing strategy. They're struggling to maximize capability, scalability, and efficiency. Companies that are either early stage or plateaued in their growth usually lack capability. Companies that are growing and expanding usually lack efficiency and scalability. This presentation examines the common challenges faced by organizations with regard to sales and marketing technology and business alignment. It also presents a framework for best practices and a methodology for performing a capabilities inventory to identify business process gaps and weakest links.