fective project management is critical to ensure that the results meet stakeholder expectations, yet organizations resist project management due to the perception that it must be complex and require excessive effort and expense.
This solution set overview will help you:
•Understand the Project Management Essentials.
•Implement the essentials to improve project success rates.
•Link to tools and templates for successful project planning, monitoring, and communication.
Clear success criteria, strong soft skills, a focus on resource planning, and an active approach to project management are more important than formalized frameworks, certified project managers or complex software.
Program Management Office (PMO) tools shouldn't be overly complicated or difficult to use. With PMOView, your organization can quickly mash up data sources and build custom integration points between enterprise leading products like HP PPM, ALM, and Agile Manager.
Chapter 11 of ICT Project Management based on IOE Engineering syllabus. In this chapter you can learn about importance of communication management, its planning process, organizing and conducting effective meeting etc. Provided By Project Management Sir of KU
fective project management is critical to ensure that the results meet stakeholder expectations, yet organizations resist project management due to the perception that it must be complex and require excessive effort and expense.
This solution set overview will help you:
•Understand the Project Management Essentials.
•Implement the essentials to improve project success rates.
•Link to tools and templates for successful project planning, monitoring, and communication.
Clear success criteria, strong soft skills, a focus on resource planning, and an active approach to project management are more important than formalized frameworks, certified project managers or complex software.
Program Management Office (PMO) tools shouldn't be overly complicated or difficult to use. With PMOView, your organization can quickly mash up data sources and build custom integration points between enterprise leading products like HP PPM, ALM, and Agile Manager.
Chapter 11 of ICT Project Management based on IOE Engineering syllabus. In this chapter you can learn about importance of communication management, its planning process, organizing and conducting effective meeting etc. Provided By Project Management Sir of KU
Communication is a project manager’s most important skill.
Project Managers have to communicate with management, customers, the project team members, and the rest of the stakeholders involved with the projects.
ITVAMP creates as sample Gap Analysis for an organization that has some PMO areas but not an entire PMO. EPM is presented with Process Development deliverables. 2008
Are you looking to write down a Project Management Plan and don't how to start.
Here is a free Project Management Plan template with embedded instructions from Simplilearn.
Completely free!! Go ahead and use it!
Impress your clients by clearly defining base elements of the project and other project planning activities by using our kick-off meeting PowerPoint presentation slides. This project management kick-off meeting PowerPoint template consists a total of 28 ready to use slides like meeting agenda, project description, project scope, core team, project management team, responsibility assignment matrix, project management cycle, work breakdown structure, project cost estimate, project communication plan, project management Gantt chart, project tracking plan and many such slides. All the slides in this project kick-off meeting agenda are completely editable and can be adjusted as per individual requirements and needs. Be it the explaining your services to the client or to your internal team, this kick-off management PPT deck can be used for a crisp, short and very to the point explanation. The diagrams and visuals used in this kick-off agenda slideshow are attractive and self-explanatory to place the content in a stylish manner. Elaborate on holistic healing with our Kickoff Meeting Powerpoint Presentation Slides. Give due importance to the human element. https://bit.ly/3k7HbvF
Infographic - How a PMO/PPM tool like PM3 gives one version of the truth Bestoutcome
PM3, Bestoutcome's PPM tool, is designed by practitioners for practitioners. It provides a reporting hub that has one version of the truth for all your proojects and programnmes
Communication is a project manager’s most important skill.
Project Managers have to communicate with management, customers, the project team members, and the rest of the stakeholders involved with the projects.
ITVAMP creates as sample Gap Analysis for an organization that has some PMO areas but not an entire PMO. EPM is presented with Process Development deliverables. 2008
Are you looking to write down a Project Management Plan and don't how to start.
Here is a free Project Management Plan template with embedded instructions from Simplilearn.
Completely free!! Go ahead and use it!
Impress your clients by clearly defining base elements of the project and other project planning activities by using our kick-off meeting PowerPoint presentation slides. This project management kick-off meeting PowerPoint template consists a total of 28 ready to use slides like meeting agenda, project description, project scope, core team, project management team, responsibility assignment matrix, project management cycle, work breakdown structure, project cost estimate, project communication plan, project management Gantt chart, project tracking plan and many such slides. All the slides in this project kick-off meeting agenda are completely editable and can be adjusted as per individual requirements and needs. Be it the explaining your services to the client or to your internal team, this kick-off management PPT deck can be used for a crisp, short and very to the point explanation. The diagrams and visuals used in this kick-off agenda slideshow are attractive and self-explanatory to place the content in a stylish manner. Elaborate on holistic healing with our Kickoff Meeting Powerpoint Presentation Slides. Give due importance to the human element. https://bit.ly/3k7HbvF
Infographic - How a PMO/PPM tool like PM3 gives one version of the truth Bestoutcome
PM3, Bestoutcome's PPM tool, is designed by practitioners for practitioners. It provides a reporting hub that has one version of the truth for all your proojects and programnmes
Use this Microsoft Word template to help you design a Business Case for any corporate product investment. Get this template @ http://www.demandmetric.com/content/product-business-case-template
Developing and successfully executing a strategy is one of the most challenging undertakings in business. Research and experience continue to show that only a small percentage of strategies are successfully executed.
However, we have been involved in successfully executed strategies for billion-dollar, global organizations which resulted in:
- An 80% increase in customer-share
- A 4x increase in revenue
- Capture of multi-million dollar opportunities
These organizations were able to win big deals by developing and executing Capture Teams: multi-functional, cross-organizational teams, focused on achieving a single business development objective. Because they are singularly focused, they represent a major asset for seizing a present opportunity. They also have high strategic value in shaping the structure and vision of an organization for the future.
Global Partners will share their research and experiences with developing and executing Capture Teams, which will enable you to:
Discover what Capture Teams are and when to use them
- Organize and launch the Capture Team
- Create and execute the Capture Plan
- Implement a successful Capture Team Program by using proven approaches and tools
Using Kano Analysis to prioritise Business Requirements
Noriaki Kano, recipient of the Deming Prize, developed a model to work out what stakeholder requirements are mandatory, which ones are value for money proposition (i.e. more is better,) and which requirements will delight them. This talk introduces the Kano model in the business/software requirements context, and presents a step by step application of the model so that you can delight your stakeholders.
Project Plan
Project Management
Sherrell Holifield
American Intercontinental University
Author Note
This paper was prepared for MGMT-412-1401B-01 taught by Donald Buresh
Project Plan Overview
Describe how the project will be measured for success.
Schedule- Deadlines are sometimes hard to meet according to the client. Most just want it done. Knowing the factors of the schedule and finishing the product within the estimated time frame is a plan for success.
Scope- Knowing what needs to be done and keeping that schedule in mind will be beneficial. The scope is the most important part of the project.
Budget- Sticking to the budget that was quoted prior to start of the project will prove successful for client and the business. (Pozin, 2012)
Making sure that those involved have an understanding of what the project should look like, it a plan for success. There are quite a few elements that can cause issues within any project. They include the budget, poor dynamics of the team and bureaucracy.
2
Project Risks
Possible Risk
Cost
Schedule
Financial
Contractual
Weather
Environmental
Client(s) (PM4ID, 2014)
Being able to identify the risk is a disciplined and creative process. Having brainstorming sessions that includes the team and their ideas is always helpful. The first task to is to identify the possible risk that could occur.
3
Project Risk
Probability of Risk
There is a high and low potential of risk occurring.
High impact- may require mitigation and can help narrow the focus on the critical risk.
Evaluating risk mean to focusing on those that will have the greatest possibility of occurring.
Low impact- Are those that may go unnoticed and will least likely affect the project. (PM4ID, 2014)
Not all risk are the same. Some projects are more than likely to have issues compared to others. The cost associated with these risk can vary.
4
Project Risk
Mitigation
Risk are mitigated in several ways.
Sharing
Avoidance
Reduction
Transfer
(PM4ID, 2014)
Once the risk are identified in any project a mitigation plan is required. This plan helps to reduce the results of an unplanned occurrence.
5
Project Risk
Sharing- Partnering with others that will share in the risk of activities. When the others have experience that the team on the project does not have they have an advantage.
Avoidance- This form of mitigation creates an alternate strategy which includes higher cost with the new plan.
Reduction- this decrease risk on the project with an investment of funds. (PM4ID, 2014)
Transfer-This mitigation tactic transfers the risk of the project to another group. (PM4ID, 2014)
Mitigation tactics vary. Each comes with ways to share the weight of the project and decrease the risk that will heavily impact the project. Sharing those risk with others that are more experienced can help to eliminate those risk or decrease them.
6
Project Risk
Contingency Plan
The contingency plan involves an alternate plan.
Funds are put in reserve under t.
A project management office (PMO) charter to document scope, decision rights, and executive sponsorship. Get the template @ http://www.demandmetric.com/content/pmo-charter-template
The Impact of COVID-19 in B2B MarketingDemand Metric
In Q2 2020, we asked marketing leaders at mid-sized B2B companies in the USA abouthow the COVID-19 pandemic has impacted their plans for the year.
Here’s what we found.
In 2018, Return Path and Demand Metric partnered to study the state of email marketing to equip marketers with data and best practices to improve the use of email.
Engagement is the key to getting email into subscriber inboxes. This relationship to deliverability made engagement a logical next candidate for the study. Return Path and Demand Metric partnered again to study engagement and its relationship to email deliverability.
Infographic Vidyard Video Marketing 2018Demand Metric
For far too long, the emphasis on video content marketing has been on production quality; the higher the quality, the more marketing value a video is presumed to have. While quality is certainly an important aspect of video content, producing quality video does not guarantee video content marketing success. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and how the sales team leverages the intelligence. In this fifth annual video content marketing report, Demand Metric and Vidyard partnered on research to better understand the use of video for sales and marketing, how performance is being measured, and what impact video is having. This study’s focus is on the use of video in marketing, the maturity indicators such as measuring video content performance, and how video viewing data is integrated with marketing automation platforms (MAP) and customer relationship management (CRM) systems. This report shows what progress, if any, has been made in the fifth year of this study. These study results provide insights and data useful for helping marketers get the highest possible return on their video content investment.
Download the PDF: https://www.demandmetric.com/content/digital-marketing-best-practices-report
It has been said that “All Marketing is Digital Marketing.” And with good reason! In the last decade (or less), the marketing environment has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme – with an occasional nod in the direction of the storefront, or traditional marketing (direct mail, print advertising, etc.)
One of the biggest challenges of Digital Marketing is the speed of which it has taken over the marketing organization, often in an ad hoc, uncoordinated fashion.
Demand Metric’s research has consistently shown that Digital Marketing has a very significant and positive impact on the organizations that are employing it when they do so by following best practices and processes in a coordinated, holistic approach.
In this Best Practices Report on Digital Marketing we will cover the Digital Marketing landscape in five distinct categories - Content Marketing, Social Media Marketing, Mobile Marketing, Video Marketing and Public Relations
Download the PDF: https://www.demandmetric.com/content/content-marketing-solution-study
Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows.
These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
Download the PDF: https://www.demandmetric.com/content/seo-technology-overview
SEO is no longer just about search.
In fact, SEO, which in its early days focused primarily on keywords
(finding, optimizing, ranking), is now a baseline factor of a broader Internet
Marketing strategy across the Enterprise.
This new SEO-driven market segment that has been called Web
Presence Management (WPM) is based on the reality that keywords no
longer drive search results, but rather optimized content does.
As the SEO market matures, quality measures, such as reputation, trust,
content relevance and author authority, are replacing the old quantity
metrics, such as keyword rankings and link volume.
Advanced SEO solutions now weigh campaign performance metrics
(based on brand building, site traffic and conversion) more heavily than
keyword rankings.
This reality is based on changes in the way customers search, the
increasingly integrated omni-channel marketing environment and,
most notably, changes to Google’s Search Engine Results Page (SERP)
algorithms that favor page content freshness, density and content-rich
media over standard keyword search.
All of this means that Modern Marketing Organizations (MMOs) must
re-evaluate their SEO strategies, processes and campaigns.
In this report we will examine the state of the market, share results from the
SEO Benchmark Study, evaluate the strengths and weaknesses of 15 top
SEO solutions in our vendor landscape to help organizations choose the
best solution for them, highlight the current trends in SEO that will have an
impact on Enterprise SEO initiatives and provide some recommendations
for the way forward as SEO is redefined right before our eyes.
Demand Metric defines Search Engine Optimization Platforms
as those frameworks, tools and technologies that use searchrelated
functionally to secure high visibility and web presence
for brands, products, services and companies through the use
and management of elements, such as keywords, links, content
relevance and social signals tracking.
In its fourth year, this report on video marketing metrics highlights best practices including video hosting to how video viewing integrates with the sales funnel.
Formalizing the Sales Support Function How-To GuideDemand Metric
Executive Summary
At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets.
Read this brief 2-page guide to learn:
Director of Sales Support Roles & Responsibilities
Action Plan for formalizing the sales support function
Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
How to Launch a Mobile App Guide How-To GuideDemand Metric
Executive Summary
A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows.
Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases.
This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app.
Read this brief 5-page guide to understand the following:
Benefits of creating a mobile app
Things to consider
Action plan for launching your mobile app
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Getting Started with Agile Marketing How-To GuideDemand Metric
Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started.
Read this brief 5-page guide to understand the following:
How to apply agile methods to marketing
Important terminology
How Agile Marketing is currently being used
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Entering the European Market Successfully How-To GuideDemand Metric
Executive Summary
Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction.
Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette.
This How-To Guide will describe the steps required to successfully expand into the European market.
Read this 7-page guide to understand the following:
Understand market potential
Identify product-market comibinations
Identify a local partner
Launch and start selling
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving SEO with Press Releases How-To GuideDemand Metric
This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts.
For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO).
For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO.
Read this brief 8-page guide to understand the following:
How press releases boost SEO
Writing press releases for SEO
The pros and cons of a press release SEO strategy
Using press releases in your SEO efforts
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Calculating Customer Lifetime Value How-To GuideDemand Metric
Executive Summary
This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV.
Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base.
Read this brief 4-page guide to learn about:
Customer Lifetime Value
The advantages of calculating CLV
The standard formula for calculting CLV
Use the Customer Lifetime Value Calculator to get started!
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
1. Social Media Business Case
Purpose
The purpose of this tool is to help you design a Business Case for an investment in a Social
Media program. A Business Case is a formal management communication document to
justify and plan a project or investment by providing an opportunity overview, key success
factors, assumptions & decision-making criterion, business impact analysis, sensitivity
analysis, risks, contingency plans, and action-oriented recommendations.
How to Use this Template
Complete the following sections with your project team and/or stakeholders. Cut & paste
this information into a document that reflects your corporate image, and deliver your
Business Case to senior executives to sponsor the project.
2. Title Page
[Insert Company Name or Logo]
Business Case – (insert project title)
[Insert Completion Date]
Completed By: [Insert Project Manager Name]
Completed For: [Insert Project Sponsor Name]
3. Table of Contents
1. Executive Summary 5
1.1 What Problem does this Social Media Business Case Solve?
2. Opportunity Overview & Key Success Factors 5
2.1 Opportunity Overview
2.2 Project Purpose
2.3 Project Scope
2.4 Project Schedule
2.5 Key Success Factors
3. Assumptions & Decision-Making Criterion
8
3.1 Assumptions
3.2 Use-case Scenarios & Options
3.3 Recommended Decision-Making Criterion
3.4 Information Sources & Research Methodology
4. Business Impact Analysis 9
4.1 Cost/Benefit Analysis
4. 4.2 Qualitative/Intangible Business Benefits
4.3 Required Resources for Implementation
5. Risks & Contingency Plans 11
5.1 Key Risks to Mitigate
5.2 Contingency Plans
6. Recommendation 12
6.1 Action Plan
1. Executive Summary
1.1 What Problem does this Social Media Business Case Solve?
Provide a brief description of the problems that this Social Media business case was
designed to solve. For example:
Budget Constraints
Decrease in Traffic or Search Engine Ranking
Content/Research Collaboration Issues
Limited End-User Reach
Declining Customer Satisfaction Scores
Poor Product/Service Feedback & Participation
Networking Visibility
Marketing Program Integration & Measurement
2. Opportunity Overview & Key Success Factors
5. 2.1 Opportunity Overview & Project Purpose
In this section, put a positive spin on the solution you are recommendations. You need to
obtain buy-in from your project sponsor, and projects that clearly fit organizational goals
are more likely to be supported.
Document your vision of the impact your solution will have on the organization. Write
from each key stakeholder perspective.
For example:
Senior management: Cost effective solution, transparency
Sales: More information on potential prospects, shorter sales cycle
Marketing: Tighter marketing program integration
Customer Service: Better visibility, quicker response times
IT: Minimal support required
2.2 Project Scope
Additionally, document what is in scope for this project and explicitly state what is not in
scope. If you are planning on a phased approach, provide a summary of what each phase
will look like from your perspective. Consider how many departments/stakeholders will be
involved; then, document them. For example:
A Social Media program typically involves using highly accessible and scalable publishing
techniques across multiple online channels. Our project will be implemented in phases,
with staff training included in each phase.
Phase 1 – Internal/External Audit: Review competitors, our existing efforts,
industry/market trends, customer habits, etc.
Phase 2 – Planning & Scheduling: Carefully plan the Social Media program, select
channels, create a posting schedule, select contributors, dates, times, topics, etc.
6. Phase 3 – Implementation: Kick off the Social Media program, set up selected
channels, start using & posting to selected channels, etc
Phase 4 – Integrated Marketing: Use Social Media with existing channels, run
promotions, use email marketing, contests, etc.
Phase 5 – Reporting & Maintenance: Reports will be created, based on
management needs to monitor sales, customer satisfaction, website traffic, etc.
Executive dashboard KPIs may include: Social Network Reach, Blog Postings, Referral
Traffic, New Twitter Followers, etc. Ongoing Maintenance will include: New Postings,
Social Media Application Updates, User Interface, etc.
2.3 Project Schedule
Following is a sample project schedule that you can customize further:
Project Milestones Deadline
RFP Delivered to Consultants February 1, 2012
RFP Question Period Ends March 1, 2012
RFP Close Date April 1, 2012
Conduct Consultant Evaluations April 15, 2012
Award Contract to Consultant April 30, 2012
Phase 1 June 1, 2012
Phase 2 July 1, 2012
Phase 3 August 1, 2012
Phase 4 August 1, 2012
Phase 5 July 1, 2012
7. 2.4 Key Success Factors
Key Success Factors are the most important items that need to work for you to ensure
project success. Examples include: adequate budget & resources, skill sets, time to do the
project amongst other priorities, project sponsorship.
Key Success Factors Justification
Budget is required for consultation and training to
ensure success of the project and staff take-up
1. Budget
Management buy-in is required to ensure program
2. Sales, Marketing, Customer Service, success and to ensure staff take-up
Management, IT Buy-In
To ensure system and project is aligned with
corporate goals, and to communicate with staff
3. Executive sponsorship
Time will be required of management for detailed
business analysis, training, on-going contribution
4. Resources and sufficient Marketing and IT resources will need
to be allocated on an ongoing basis to ensure
success
3. Assumptions & Decision-Making Criterion
3.1 Assumptions
List all the assumptions you made when creating this business case. Some examples of
assumptions include: costs, savings, incremental returns, pricing, volume, or resource
requirements such as expected consulting costs.
3.2 Use-Case Scenarios & Options
8. Contrast and compare various options, such as “Do Nothing”, “Conduct a Pilot”, “Conduct
Full-scale Implementation” or “Build Internally”. This section should provide assurance that
the business will not fall apart should it be decided that moving to your recommendation
is not feasible. Your goal is to economically justify your investment to generate returns.
3.3 Recommended Decision-Making Criterion
This section is useful for proposing the decision-making criterion that you believe a senior
executive should consider when making a decision. The idea is to make it very easy for your
sponsor to agree with your proposal, given that you have already completed the majority of the
required critical thinking.
Following is a suggested prioritized list of proposed evaluation criterion:
1. Revenue and customer benefits
2. Cost-savings
3. Management performance insight
4. Time to deploy
5. Cost
6. Integration with Existing systems
7. Use Cases in our Industry
3.4 Information Sources
Where did you go to learn more about this opportunity? Are your sources of information
credible? What process did you take to do the research? Some examples include: vendor
discussions, whitepapers, analyst firms, Google searching, conferences, peer-to-peer
networking, and consultants.
4. Business Impact Analysis
This section will outline the costs and benefits of the proposed initiative. Both quantitative
and qualitative (intangible) benefits need to be documented here. Additionally, providing a
9. “High/Low” adds an element of sensitivity analysis, which provides both a conservative
and optimistic outlook for your proposed initiative.
4.1 Incremental Cost/Benefit Analysis
Determine the projected incremental costs/benefits over a 3-year period. Insert your cost
categories, a description of each, and a high/low estimate for each. Divide total benefits
by total costs and multiply by 100 to obtain a %. Complete this worksheet for each use-
case scenario, and/or project option.
Cost/Benefit Analysis Worksheet
Project Costs High Low
Costs
Consulting Fees
Implementation Costs
Maintenance
Training
Etc.
Total Costs
Project Benefits High Low
Benefits
Reduction in direct marketing expenditures
Total Benefits
% Benefits/Costs
4.2 Qualitative/Intangible Business Benefits
What are the qualitative or intangible benefits that were not captured in the cost/benefit
analysis worksheet?
10. 1. Better customer relationships
2. Greater visibility into operations & performance
3. Increase in website traffic
4. Increase in customer loyalty
5. Faster service response and resolution time
6. Insert other qualitative/intangible benefits here
4.3 Required Resources for Implementation
What are the required resources in terms of budget, staffing, consulting, or other
expenditures related to moving forward with this business case?
For example:
Budget, per section 4.1
Staff Resources: Administrator, Contributors, etc. – X hours/week
Management in Sales, Marketing, Customer Service: commitment to cooperate with
IT on business requirements, training, and roll-out to their staff
5. Risks & Contingency Plans
This section will outline the key risks that need to be mitigated and provide contingency
plans for each identified risk. Risks include: lack of end-user adoption, project over-
time/over-budget, technical risk, and senior management commitment.
5.1 Key Risks to Mitigate
For example:
1. Lack of senior management commitment
11. 2. Lack of end-user adoption
3. Technical risk
5.2 Contingency Plans
What is the contingency plan for each of the preceding risks?
For example:
To ensure commitment of managers in sales, marketing, and customer service
departments, there will be a virtual committee/team formed for the Social Media
program. This team will be lead by X, and their job will be to identify specific
business requirements, ensure two-way communication with staff, identify training
requirements, and measure benefits gained.
To ensure buy-in from staff, the committee will be responsible for establishing a
communication and change plan with a phased implementation. Management will
also communicate upcoming changes with staff, highlighting the benefits of using
Social Media to staff and customers. After each phase of implementation, the group
will gather feedback from the staff to incorporate updates or changes in the next
phase.
Ensuring our current IT infrastructure is compatible with the various channels and
applications selected will mitigate technical risks.
6. Recommendation
What is your proposed course of action? Insert your recommendations here.
6.1 Action Plan
12. 1. Approve budget
2. Approve staff resource allocation to project
3. Approve formation of Social Media Management Committee to proceed with
managing and reporting on the progress of the project