A truly effective program can only begin when all the key drivers are aligned—only teams win. For any company, one of the first marketing goals is aligning as many internal structural factors as possible. Begin with an audit to identify broken links, and restructure and align all elements that directly effect marketing, be it IT, sales, product development, customer service, or PR. Identify and engage champions for the process. The basis for the implementation of an IMC program will not succeed without an internal structural form. To effectively drive marketing and business goals, alignment must begin at the company itself because the market punishes ambiguity. History is rife with failure for companies who have lost focus, lost identity in the market-place. Being in the ambiguous middle for American companies is deadly whether you’re Oldsmobile or Montgomery Ward. Today, icon brands such as Sears face a challenge of relevance because of a lack of clarity.