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Strategy plans: Motivate

Even the best-laid plans are doomed to fail if they gather dust in an executive's desk drawer or PowerPoint presentation only to be shown once a quarter; similarly, if stakeholders are not motivated to pursue objectives, a Web organisation is unlikely to achieve them. PilotWeb's interactive strategy plans help motivate all stakeholders — both internal and external, from executive to individual contributors — by communicating in relevant and meaningful terms the value and mission of the organisation's Web channel. Besides providing motivation for those directly involved in the Web channel, PilotWeb's strategy plans can also be used effectively to communicate the value of the Web channel to broader corporate objectives as well as gain executive buy-in on Web strategy. Plus, by integrating the multiple functions involved in Web site management, strategy plans help disparate stakeholders — creative services, marketing, IT, merchandising, product management, etc. — better understand their roles in achieving Web objectives.

Using PilotWeb's packaged strategy plans as a foundation, organisations can begin moving forward with the alignment process immediately, and incrementally refine strategy along the way. Packaged strategy plans based on a variety of common Web channel objectives — including lead generation; branding/awareness; and customer support — help organisations accelerate the planning and communication process, rather than having to start from scratch. The ability to deploy multiple strategy plans tailored to the different functional groups involved in managing and operating the Web channel helps make strategy relevant to all stakeholders. Linking strategy plans to their corresponding packaged scorecards, dashboards and reports helps jump-start the monitoring and measuring of associated KPIs.

Deployment of just the strategy and initiatives tabs allows organisations to begin the process of outlining key objectives and defining operational programmes before measuring is started. This is particularly important in sites that are either launching or undergoing a redesign, where the measurement may lead to misleading conclusions without the proper context, such as the new strategy that prompted the redesign.

Features and benefits

• Packaged strategy plans based on various Web business models help communicate strategy to all stakeholders, to ensure an organisation-wide focus on the projects necessary to achieving overall Web channel goals and mission
• The ability to deploy multiple strategy plans tailored to the different functional groups involved helps make strategy relevant
• The ability to import user-created strategy plans provides immense flexibility for companies with existing strategy plans or those with look-and-feel requirements.
• Pre-implementation deployment of a strategy plan and initiatives helps organisations get a head start on their operational performance management initiative even before widespread rollout.