Destroy the Web Site and Build Your Business on the Internet
If your organization is depending on web developers to update your pages and post content and has the responsibility of your website as part of marketing then you are still operating in the 90s. Thought marketing plays a key role as they need better intelligence into their operations from understanding visitor traffic to developing sales ready leads like that found in new generation of marketing automation platforms like that found from Marketbright.
The necessity of operating your organization over the Internet is something that the COO and CIO must take leadership and be supported by the CFO. It will require new strategies to leverage information technology that has been developed and brought to market in the last couple of years. Some of these applications and services will operate virtually over the Internet and be transparent to your customer and others will operate as part of your enterprise applications transition to becoming Internet applications.
This transition to Internet applications is beginning to be seen at SAP that I wrote about at Sapphire where they demonstrated a consumer to business application for the automobile insurance industry. Just as enterprise portals came to deliver a framework of applications, information and services in your organization, the need to deliver this set of requirements on the Internet for your customers is an important step forward. I recently wrote about the emergence of Information Applications that play a key role in making it easier for anyone to get information from your organization anywhere and at anytime. All of these advancements are critical to assess and find how to integrate as it is not a smart step to custom build your entire business through application development just as you would not do that inside of your business today.
Frankly the sooner that we all stop the discussion about websites and instead focus on creating a full service organization on the Internet from front to back office that integrates with the enterprise, the more efficient we will become in improving the industry. This is a critical juncture for organizations to acknowledge and to develop new strategies because if they do not, customers will stop interacting with your organization that will also not be able to scale and meet the transition that has happened in conducting full service business over the Internet.
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