A Conversation on Integrated Marketing and Fundraising, Part 3

It means getting people in a room. What's the shared reality? Do we all know that we're in the same place? If there isn't a shared reality, you can't move forward to be integrated. Is there a shared vision of the future after shared reality? Where are we going to end up? How is that better? Once you get that kind of agreement in a room, then you can start putting those tactical plans together about making the trains run better and on time.