| Internal Business Problem |
Strategic Objectives |
Possible Tactics |
| Corporate product/service information is updated daily but doesn't reach the sales force |
Share information quickly with your front line
Enable viewing and downloading on demand
Streamline the internal marketing fulfillment process
Simplify the dissemination of information and measure the results
|
Centralized intranet or enterprise information portal accessible from remote sales locations
Electronic repository of product information and sales collateral
Online fulfillment of printed marketing materials
|
You spent a lot of time and money last year on a corporate site
that in the end is only a presence site regardless of its "bells and whistles" |
Determine the areas of your site that support your business and additional processes that could be enhanced through automation
Gauge strengths, weaknesses, opportunities and threats
Gather user feedback
Specify your measurements of success
Outline a plan for phased build-out
Provide a roadmap for design and development
|
Web log capture and analysis
Competitive web site analysis
Clearly defined site objectives
Internet strategy
Customer surveys, interviews, focus groups and usability analysis
Information architecture
|
Your staff has captured sales leads at trade
shows and from the web site throughout the year, but
no one has done anything with the leads |
Track the lifecycle from prospect to customer
Gather and manage leads
Facilitate faster response from field sales
|
Lead generation program
Web-based promotion
Automated lead routing
|