Mural (blog)

For anyone in research and development (R&D), you know the path from a great idea to a groundbreaking discovery is rarely straightforward. Your work process demands precision, speed, and information that flows seamlessly. Sharing data in real-time speeds up discovery, sharpens decision making, and boosts your research efficiency. Collaborative solutions using visual collaboration tools are designed to help R&D teams work smarter.

In today’s fast-paced business world, collaboration between sales and marketing teams isn’t just a nice-to-have — it’s essential. National Sales and Marketing Collaboration Day is the perfect moment to reflect on how better alignment, shared insights, and joint planning can drive growth and customer success.

The most promising revenue opportunities aren't hiding in your prospect pipeline—they're sitting right under your nose in existing client accounts. Sustainable business growth hinges on your ability to not only acquire new customers but to cultivate and expand your existing customer relationships. This is where strategic account planning can make a huge impact, by transforming your sales approach from transactional to relational.

Fragmented messaging is the enemy of brand success. For marketing professionals, brand managers, and business owners alike, the challenge of delivering a unified voice across diverse platforms and touchpoints can feel like an uphill battle. This post will guide you through the essential strategies for mastering integrated marketing campaigns, focusing on how to achieve cohesive messaging that resonates with your audience, builds brand consistency, and expands your reach.

In fast-moving markets, alignment — not just collaboration — is what sets high-performing GTM teams apart. Yet, according to Mural’s 2025 GTM Alignment Gap Study, 85% of professionals feel confident in cross-functional collaboration, while the same percentage say they often pursue different goals. Among the culprits is misaligned KPIs. They lead to slower time-to-market, lower conversion rates, and inconsistent revenue growth.

If you’ve ever tried assembling a piece of Ikea furniture without the instruction book, you know it’s a risky proposition. Five steps in, all the pegs are where the screws should be and your drawer sliders are somehow on the outside of the frame. Marketing without clear guidelines works the same way. It’s risky, chaotic, and rarely effective. Even the most creative ideas can fall flat without structure to support them. Here’s where marketing frameworks come in.

Cracking the code for effective Go to Market (GTM) collaboration is a universal pursuit. In our latest market research study, we explored the collaborative landscapes of the United States and Europe to learn what drives — and derails — GTM alignment across these key markets. To no one’s surprise, our research shows that, while every GTM leader dreams of perfect alignment, the reality is often a messy combination of miscommunication and missed deadlines — no matter the geography.

Learnings from the Art of Collaboration | Chicago, June 2025 The business world never slows down—it just keeps moving faster, getting more complex, and asking more from all of us. In this landscape where change is the only constant, being adaptable isn’t just a “nice-to-have”—it’s essential for survival and growth. We recently hosted a customer dinner in Chicago with our friends at Pavilion, bringing together C-Suite leaders and experts across sales, marketing, consulting, and strategy.

Starting a business is not that difficult. You don’t even have to have much of a plan; all you need to do is file the paperwork, put your product or service out into the world, and voila, you’ve got a business. Starting a business, that’s easy. But sustaining and growing a business? You can’t do that without strategy. Fortunately, formulating a business strategy is not something you have to figure out all on your own.

Today, go-to-market (GTM) teams are facing unprecedented complexity as they strive to transform and achieve their ambitious business objectives. It goes without saying that collaboration is essential to successfully orchestrate these go-to-market motions. However, according to our latest research, while 91% of GTM professionals say collaboration is critical to success, many teams struggle with misalignment and inefficient communication.