In the current economic climate, effective use and control of costs is critical.  Therefore sales organizations need to be equipped with the tools they need to maximize sales-team productivity, shorten sales cycles, increase revenues, customize offerings and promote customer loyalty.  Sales teams incentives need to be aligned to the business goals and there needs to be effective use of all sales channels and partners, to ensure that promising leads become profitable customers and that the opportunities within the existing customer base are identified and leveraged.  It is also important that every marketing dollar delivers ROI through direct revenue generation and identification of market focused products and services.  Any marketing solution must also leverage not only direct resources but also channel partners in order to maximize all market opportunities.