"True collaboration" is generally thought of as a "mutually beneficial" and "well-defined relationship" which is entered into by two or more parties, groups, organizations or individuals who hope to achieve "results they are more likely to achieve together than alone" (Gies, 2007). And one of the first steps to take in the process – because a strong collaborative relationship between the two parties is a "process" not a "goal" – leading up to collaboration between marketing and business sectors, according to University of Denver professor Greg Gies, is to "pay as much attention to how the two parties work together" as to the work itself.
             By paying close attention to how the two parties intend to work together -- embracing teamwork, synergy, and cooperation – the process should flow smoothly, professor Gies explains. There are six fundament factual understandings that must be shared when entering into any process that leads to solid, workable collaboration, Gies goes on. One, collaboration requires "parity" between and among the participating parties; two, collaboration is based on "mutual needs"; three, collaboration is dependent upon "shared responsibility for participation and decision making"; four, "shared resources" is a big part of any collaborative process; "five, collaboration requires "shared accountability for outcomes"; and six, a strong element of "mutual trust" is necessary in any collaborative process, Gies continues.
             In creating the process, the two parties must first sit down with an independent (if possible) facilitator and carve out the guidelines, which serve as the framework for how the two parties will conduct each other during the process. The facilitator, if one is available, brings the parties together and the following categories of questions need to be...