Traditionally, when you think of the business side of your company and the IT side, there is a very clear dichotomy. The teams that drive business for your company - such as sales, customer support, and marketing - have an outward focus. They are primarily concerned with expanding your customer base and driving revenue for your company. IT teams, on the other hand, have an inward focus. They are responsible for keeping the ship running smoothly by troubleshooting any issues that arise and maintaining the company’s IT infrastructure. These clearly defined roles meant that there was little overlap in the priorities of both departments. But in reality, IT and business are two sides of the same coin, and investment in technology must solve business challenges. Their north star metric needs to be the improvement of customer experience and that is only possible when both teams are completely aligned.