Web Goals Realignment Workshop

You know your Web site is serving pages,
but is it serving your company?

Times have changed
Your goals have changed
Your Web site has not

Why a Workshop?
The Quick Details
The Philosophy
Who Should Attend?
What Will We Accomplish?
The Agenda
Jim Sterne

Why a Workshop?

A one-day, Realign Your Web Site Workshop with Jim Sterne will review your goals and refocus your efforts. It will help you find economically, technically, and politically feasible ways to reorient your site.

A workshop is a little lecture, and a lot of work. A one-day, Realign Your Web Site Workshop with Jim Sterne is not a pre-packaged set of PowerPoint slides shown by a motivational speaker. It's an exploration of how well your Web site is helping your company reach its goals.

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The Quick Details

Duration: One day
Location: Your office or an off-site location near you
Workshop size: Limited to 15
Goal: To be discussed and agreed to in advance

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The Philosophy

Turn of the century ideas about unlimited growth, the new economy and branding-before-profits have given way to three imperatives:
                 Increase revenues
                 Lower costs
                 Increase customer satisfaction.

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Who Should Participate?

This workshop is for all the people whose success depends on the Web working well, with clear-cut goals. A cross-section of participants is critical to ensure that a wide variety of goals are considered, that realistic goals are prioritized and that proper expectations are established.

Participants in previous workshops have been managers, directors, general managers, managing directors, vice presidents, and chief marketing officers. Their responsibilities have covered strategic planning, eMarketing, user experience, eBusiness, marketing, online communications, corporate brand management, Internet operations, site development, networking management, information services, business intelligence, Web analytics, and product management.

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What Will We Accomplish?

A one-day, Realign Your Web Site Workshop with Jim Sterne will:

  1. Re-examine your priorities and reset expectations
  2. Identify the quickest ways to leverage current assets
  3. Select and prioritize the projects that will:
                   Make the biggest difference
                   In the shortest time
                   At the least cost

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The Agenda

 8:30   Welcome & Agenda
           What we are here to accomplish
           Introductions - personal goals

 9:00   Internet Possibilities: Real Possibilities
           The Limitless Possibilities

 9:15   Brainstorming Potential Online Goals

10:15   Break

10:30   Company- and Customer-Oriented Goals

12:00   Lunch

 1:00   Current Corporate Goals
           Synchronizing new ideas with corporate direction

 1:15   Prioritizing Goals
           Which projects will make the biggest difference
           In the shortest time
           At the least cost

 2:30   Setting Realistic Expectations
           Recognizing limited resources
           Keeping goals realistic and achievable

 3:00   Break

 3:15   Getting Tactical: Setting Milestones
           Roles & responsibilities
           Creating a timeline

 4:00   Assign Responsibilities and Establish Timeline

 4:30   Communication Plan
           Spreading the word
           Getting buy-in

 5:00   Close

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Jim Sterne

Jim Sterne produced the world's first "Marketing on the Internet" seminar series in 1994. Today, Sterne is an internationally known speaker on electronic marketing and customer interaction and a consultant to Fortune 500 companies and Internet entrepreneurs.

Sterne focuses his twenty five years in sales and marketing on measuring the value of a Web site as a medium for creating and strengthening customer relationships. Sterne has written six books including:

• World Wide Web Marketing, 3rd Edition
• Customer Service on the Internet, 2nd Edition
• What Makes People Click: Advertising on the Internet
• E-Mail Marketing
• Web Metrics: Proven Methods for Measuring Web Site Success
•        and
• Advanced Email Marketing

With a special focus on Web metrics, his company, Target Marketing, is dedicated to helping companies understand the possibilities and manage the realities of conducting business online. Sterne is the producer of the annual Emetrics Summit and is the Founding President of the Web Analytics Association.

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"Jim is able to talk to a Web developer deep in the IT organization, as well as stand up in front of the Board of Directors and he comes out very credible in both forums. It's difficult to find someone with that kind of range."

"I liked his style because it was very nuts and bolts, and very business-focused. It wasn't just theory."

"My manager thought it was an excellent session. I thought it was an excellent session. All of the people who work for me thought it was good. "

"Jim really gets it. I mean he's out there living it everyday and everyday he sees a lot of different implementations; things that have done well and things that have not done well, and is able to really coach us. He brings a very senior, mature perspective. Jim brings some true expertise as opposed to purported expertise."

"He opened a lot of people's eyes in terms of we're doing okay, but we're not doing great. I think that people needed to hear that from somebody outside of the company, so that was good."

"Jim brings a very good sense of the politics within a company and helps you navigate through that."

"I really have a problem when my strategy consultant is the same as my implementation consultant. I have this nagging feeling that they're really coaching me into initiatives that fit their offerings. Jim brings an independent perspective there. He's reliable."

"A lot of Jim's information is stuff you can turn in to action really easily and quickly."