Many suppliers enrich their websites with compelling messages beyond product or service capabilities. Instead, these websites need to engage and provide buyers with the information and tools it needs to facilitate a purchase decision.
CEOs need to prioritize continuous evaluation of their websites to identify opportunities for further optimization. The areas we suggest CEOs should focus on include the following:
Too often, the selection process requires more business insight – the opportunity for collaboration brings with it long checklists of requirements and one-way directives that leave little opportunity for the right partner to shine. In the end, due to a lack of communication, an agency is still quickly selected. The company then discovers, once the agency starts working, that the chosen partner is not the right one. Then the long, resource-heavy search process starts all over again, now coupled with the complex process of ending the newly started collaboration.