Global competition and pricing pressures place an extraordinary demand on organizations to strive for new levels of efficiency, innovation, and competitiveness. Business intelligence applications can enable companies to respond effectively within a volatile market while maintaining operational efficiency, and can mean the difference between market leadership and struggle for survival. This technology brief highlights how BI applications can integrate information across data sources and departments, provide a single, integrated view of customer and enterprise information, and enable greater alignment of decisions and execution to drive higher customer profitability and share of wallet.